The Q4 2025 benchmarking report for UK care home providers has just been published. Learn how 12 of the top UK care home providers perform across the digital space.
The latest Q4 2025 benchmarking report for UK care home providers has just been published. It covers 12 of the largest national care home providers, including Barchester, Caring Homes, HC-One, Avery, Hamberley, Care UK, Signature, Maria Mallaband, Runwood Homes, Porthaven Care Homes, Westgate Healthcare, and Berkley Care Group.
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 care home providers to win brand exposure locally, drive organic visibility, and generate online enquiries. 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 Q4 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
For a glance into just 6 of the metrics, we evaluated these top 12 care home providers on, check out our quick-look table below;
Continue reading for further detail on this quarter's top and poorest-performing care home providers, or request a copy of the report for the full review.
The 70+ pages of research benchmarks each site 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 Q4 2025, the average monthly budget wastage across these UK care home providers was £31, 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 £14 . 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, HC-One reported the lowest monthly cost-per-click (CPC) at £0, and Care UK has the highest at £87.
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, Porthaven Care Homes has the lowest estimate monthly ad spend at £44, and Care UK has the highest at £1,220.
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. For care home providers, they'll need to be particularly mindful of creating a positive site experience at a potentially stressful time for families. They'll need to ensure pathways to key pages such as fee information and locations are clearly marked, and that users can trust them from the offset to provide an excellent level of service and care.
In our previous audit, Porthaven Care Homes reported the most 404 errors (74). This quarter, Porthaven Care Homes remains the care home provider with the most 404 errors, though they’ve since decreased their total to 68. From a branding perspective, frequent 404 errors make a business appear unprofessional or outdated. Visitors may assume the website is poorly managed or abandoned, which can negatively affect brand perception. Maintaining working links and up-to-date content reinforces trust and credibility with both users and potential customers.
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. As with minimising the levels of technical errors, care home providers will want to make sure users have a positive experience at every touchpoint, including by serving a fast, high-performing site which doesn't cause frustration.
In our previous report, Maria Mallaband flagged the slowest mobile site speed (25). This quarter, Maria Mallaband has increased their mobile site speed to 48, no longer putting them at the bottom of the leaderboard. Currently, Avery reported the slowest mobile site speed (25). Search engines like Google also use mobile speed as a ranking factor. Websites that load faster on mobile devices are more likely to appear higher in search results.
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. For brands operating in a niche sector, such as care, building authority may feel challenging. However, care home providers can make the most of local publications, as well as repurpose existing content to capitalise on relevant events and industry trends.
A ‘good’ DA really comes down to how your competitors are performing, however it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. In our last report, Berkley Care Group received the lowest DA score (31). This quarter, Berkley Care Group has reduced their DA score to 28, making them the one to watch — along with Runwood Homes, which also scored 28. Brands should regularly monitor their website for technical compliance to ensure it’s user-friendly, as this can have a positive impact on their overall DA score.
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. Though we're seeing reductions in traffic across many sectors, due to the cost of living crisis, care homes will always remain an essential service. Care home providers should therefore be mindful of losing any traffic to their competitors, rather than losing traffic from a shrinking pool of interest.
Eleven brands reported a drop in organic traffic on desktop, with Porthaven Care Homes receiving the biggest loss (-52%). On mobile, 2 brands reported a drop in organic traffic, with Barchester receiving the biggest loss (-12%). Strong organic performance reduces reliance on paid advertising. When a brand consistently earns traffic through search results, it can save on ad spend while maintaining steady visibility. This makes organic growth not only sustainable but also cost-effective in the long term.
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. Though we're seeing reductions in traffic across many sectors, due to the cost of living crisis, care homes will always remain an essential service. Care home providers should therefore be mindful of losing any traffic to their competitors, rather than losing traffic from a shrinking pool of interest.
Care UK remains the brand to beat for the most Universal Search appearances (6,763) — a decrease from 6,247 previously. The majority of their appearances came from ‘images’ (4,300).
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 care home providers could show high-conversion intent, or they could be questions about life in a residential care home, or the application and fee process.
Care UK has secured the most longtail keyword appearances for position 3 (1,456) — an increase from 1,388 previously. Barchester continues to secure the most appearances for positions 4–10 (2,320) — a decrease from 2,125 previously. On the other hand, Westgate Healthcare received the fewest appearances for position 3 (41) and positions 4–10 (46).
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 care home providers, Facebook ads are an opportunity to effectively (and quickly) manage exposure and visibility in key locations where they have room availability.
We’ve included screenshots of HC-One’s sponsored Facebook posts. This UK care home provider should avoid more than 3 lines of text per post, as this can discourage social media users from reading the content in a busy social media world.
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 care home providers, content is an opportunity to create long-term touchpoints with prospective residents and their families, by creating pieces that help support them through managing at home, before guiding them to care home residency when the time comes.
HC-One secured the most Facebook Likes (20,300), and Barchester received the most Instagram followers (1,800). Facebook was the most popular social media platforms of all brands. Barchester received the highest total engagement rate (2,573) and the highest average engagement (160).
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, care home providers can lose the interest or prospective residents, who may turn elsewhere out of frustration. Unsurprisingly, this is particularly essential in the care sector which caters to both older customers, and those looking for quick, well-presented answers during what can be a challenging time.
In our previous audit, Signature received the most accessibility alerts (209). This quarter, Signature remains the provider with the most accessibility alerts, and they continue to report a total of 209. Accessibility improvements enhance the overall user experience for all visitors. Features like clear navigation, readable fonts, and descriptive labels benefit not only users with disabilities but also those on mobile devices or with temporary impairments. A site that is easy to use for everyone encourages longer visits and higher engagement.
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.