According to web credibility from Stanford, 75% of users are likely to pass judgement on a company’s credibility based solely on its website design. Slow download speeds, poorly structured layout and outdated content can quickly create the wrong impression. For a care or nursing home business, in today’s digitally focused world, your company website is crucially important.
While not having a website at all can be a massive failing, there’s no doubt that a poorly designed website can be just as damaging. After all, it’s your online storefront and is the first opportunity you get to create a positive impression with your potential clients and job candidates.
1. Care Home Credibility
First impressions count, especially when it comes to care homes choice! Families want to be sure that they are choosing the best option for their loved one going into care, a home they can count on and trust. Individuals turn online to Google to search for services and products before making any further decisions.
Research tells us that it only takes about 0.05 seconds for a viewer to make up their mind about what kind of care home you run and whether it suits their needs. A poorly designed website will raise concerns about how your care home performs, including the quality of care that you provide to residents.
In creating an inviting, impressive and attractive looking website you will boost your care home credibility, making potential clients (and job seekers!) more likely to engage with your care home further.
2. Google Rankings
While your care home website must look good, it also needs to rank well on search engines such as Google. Search engine optimisation or SEO is an area of website development that has become increasingly sophisticated over the last few years. Some of the reason that your care home website may not be currently ranking well in a Google search are:
- It might be that you have outdated information on your site. Google gives preference to websites that are regularly updated
- You website may not be optimised for SEO. Putting the right keywords in your content and signing up to services like Google My Business can all help solve this problem
- Google loves a wide range of content such as video, images and infographics. Having variety on your website can make you even more visible
- Slow website load speed will have a definite negative affect on your website ranking
Many care homes pay far too little attention to SEO on their website. Getting it right requires constant monitoring and adjusting, including constantly adding valuable content. The user experience is also a big thing in today’s digital world. If you can look at things from the users point of view and really deliver what they are looking for, it will make a huge difference to your visibility.
3. Mobile Friendly Care Home Website
According to CIODive, 70% of all internet traffic now comes from mobile. It’s important to understand what this means when it comes to care home website design. Smartphone screens are smaller and website design needs to be what is called ‘mobile friendly’. This means, when someone accesses your site via their mobile phone, they can actually read your content and engage easily with your site. If you have an outdated website, it’s unlikely that you will have this facility built into the design. This alone could mean you are missing out on many potential clients and job candidates.
4. Appealing to Job Seekers
While your website is a vital portal for families searching for care homes in their area or in a specific location, it’s also a valuable recruitment tool. This is one area where many healthcare businesses don’t always leverage the full potential. Having a dedicated and attractive recruitment page where you can advertise vacancies is indispensable.
It’s important to have the right SEO in place such as keywords which means your job vacancies will rank higher on Google for your area. But it’s also vital to have a site that makes potential employees think you offer everything they are looking for. If you want to attract high-quality staff on a regular basis this is one area that you will need to get right.
5. Website Security
Outdated websites have one particular failing that is highly important in today’s digital world and that’s security. Look at your website address. Does it start with a http:// or https://?
The former is the older, less secure version of the file transfer protocol that websites use to move data from one computer to another. Https is a more secure method and ensures that any information sent is properly encrypted. That means you run much less risk of your data being intercepted or corrupted by those with malicious intent.
The point here is that a secure website not only gives your customers confidence when dealing with your business it’s important for search ranking. Search engine Google is now labelling sites without proper encryption as insecure, meaning anybody visiting your website will first be met with a page advising them that your website is not secure.
6. Promotional Tool
Are you truly maximising the full promotional benefits of your website? Your website provides you massive potential in order to shout about how wonderful your care home is and why families should choose you for their loved one, and why candidates should work for you.
- Link to CQC reports
- Highlight any awards or achievements of your care home, or of your staff
- Introduce your staff and managers to the wider world with lively profiles
- Include staff reviews
- Include articles that show how your care home business works with the local community
- Include residents or family member reviews
Once you start thinking about how you can develop your care home website to make it a better promotional tool, you’ll be surprised at what can be achieved!
At Go Apply, we understand how a great website goes hand in hand with a successful care home business model. If you’d like to review your current care home website or develop a completely new one specifically designed for your care home, contact our expert team to find out how we can help.