The Q1 2026 benchmarking report for UK assisted mobility brands has just been published. Learn how the top 9 UK assisted mobility brands perform across the digital space.
The latest Q1 2026 benchmarking report for UK assisted mobility brands has just been published. It covers the largest 9 national assisted mobility brands, including CareCo, Mobility Giant, Ableworld, Millercare, Mobility World, Fenetic Wellbeing, Complete Care Shop, Essential Aids, and Better Mobility.
The research gives an inside track on who is winning the biggest share of voice online and quantifies the gaps, risks and missed opportunities for other assisted mobility brands to win brand exposure, drive online views, and win orders. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.
To see a preview and contents page of the Q1 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form below or schedule a call.
For a glance into just 6 of the metrics we evaluated these top 11 assisted mobility brands on, check out our quick-look table below;
To understand what the *CTM Digital Performance Index™ is click here.
Continue reading for further detail on this quarter's best and poorest-performing UK assisted mobility brands or request a copy of the report for the full review.
The 70+ pages of research benchmarks each brand based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
For Q1 2026, the average monthly budget wastage across these UK assisted mobility brands was £3,050 with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £17. This highlights how competitive the market is and how important it is to control your budgets effectively.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, both Ableworld and Fenetic Wellbeing reported the lowest monthly cost-per-click (CPC) at £0, and Millercare has the highest at £96.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Mobility World has the lowest estimate monthly ad spend at £144, and CareCo has the highest at £97,200.
By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. Assisted mobility brands will need to take steps to provide a smooth user experience and consider how mobile site, accessibility alerts, and contrast errors in particular can impact bounce rates.
Better Mobility received the most 404 errors (23), while Essential Aids didn’t receive any 404 errors. Custom 404 pages that suggest related content or popular links can mitigate the impact of unavoidable errors. Even when a page is missing, users still find helpful pathways forward instead of encountering a dead end.
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. Assisted mobility brands should aim for a fast-loading mobile experience to ensure users can quickly access the information they need without any frustration or delay.
The mobile site speed ranged between 72 and 5, with Mobility Giant reporting the slowest score and Essential Aids receiving the fastest speed. Slow mobile site speed can immediately frustrate users, especially when they are accessing content on the go. When pages take too long to load, visitors are more likely to abandon the site altogether and look for faster alternatives.
Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Proactively managing toxic or low-quality backlinks helps protect domain authority. Monitoring link profiles and disavowing harmful links prevents spammy associations from weakening a website’s trust and credibility.
A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. In our previous audit, HERMOSA reported the lowest DA score (26). The domain authority ranged between 53 and 12, with Mobility Giant reporting the lowest score. A higher domain authority often reflects a strong backlink profile from reputable sources. When customers see a website consistently referenced by respected platforms, it reinforces confidence in the brand and its content.
A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Assisted mobility brands should keep in mind that users require different things from a desktop or mobile, such as long-form content being more suited to desktop and faster download speeds being preferred for mobile.
Five brands reported a drop in organic traffic on desktop, with Complete Care Shop flagging the biggest loss (-57%). On mobile, four brands reported a drop in organic traffic, with Complete Care Shop seeing the biggest loss (-63%). Content length and formatting can influence performance by device. Short, scannable sections with clear headings suit mobile organic visitors, while longer, comprehensive formats may perform better for desktop users seeking depth.
Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a site can appear for universal search results without being strong in standard rankings. For assisted mobility brands, they'll want to ensure they have a strong presence for 'reviews', 'people also ask', and 'local pack' results, helping build trust with searchers directly from the SERP.
Essential Aids secured the most Universal Search appearances (6,275) — with the majority of their appearances coming from ‘images’ (4,600). On the other hand, Better Mobility received the fewest overall appearances (162).
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. Longtail keywords for assisted mobility brands could show high-conversion intent, such as ‘clinical equipment hire’ or ‘lightweight folding wheelchairs’.
CareCo secured the most longtail keyword appearances for position 3 (3,030) and the most appearances for positions 4–10 (3,940). Monitoring performance of long-tail keywords through analytics allows websites to refine and expand successful topics. By continually updating and extending content around proven queries, sites can grow sustainable organic traffic over time.
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. For assisted mobility brands, Facebook ads are an opportunity to showcase new products to a wider audience.
We’ve included screenshots of Ableworld’s sponsored Facebook posts. This UK assisted mobility brand focused on promotions on their ads, which is a great way to entice users to visit their website.
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life.An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google, too, who will recognise content which achieves traffic over a long period of time. For brands in a service-based sector, such as assisted living, content is an opportunity to spread the word about their latest product launches and build a closer relationship with their customers.
Complete Care Shop secured the most Facebook Likes (17,500), and Better Mobility secured the most Instagram followers (3,500). Twitter was the most popular social media platforms of all brands. Fenetic Wellbeing received the highest total engagement rate (325), and CareCo received the highest average engagement (13).
20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, assisted mobility brands can lose their customers’ trust, and making their website accessibility is a great way to show their dedication to focusing on their customers’ well-being.
Complete Care Shop reported the most accessibility alerts (1,345), and Mobility World reported the most contrast errors (84). Brands can reduce contrast errors by following established accessibility guidelines. This includes ensuring sufficient contrast ratios between text and background, using tools to test contrast, and designing with colour-blind users in mind.
GET THE FULL 70-PAGE Q1 2026 REPORT
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.