Park View Care Home
How we increased qualified leads by 23% for a care home in Ipswich.
CASE STUDY
The Cambridgeshire Care Home
Maintained and improved
First-page rankings
Maintained and improved first-page rankings for all key care-related terms
28%
Keyword visibility increase
Keyword visibility increased by 28%, with new long-tail rankings across care funding advice and specialist dementia care
17%
Increase in Qualified Leads
We increased qualified leads by 17%.
300%
Increase in admissions
We saw an increase in 300% in admissions
Industry:
Health Care
Services:
Website Development
Google Ads
Marketing Consulting
SEO
Overview:
The Results:
Cambridgeshire Care Home now operates with a marketing system that connects visibility, engagement, and sales performance in one measurable framework.
The new website retains top-tier SEO rankings while delivering a more human and commercially effective user experience. By linking marketing activity to financial performance, the leadership team can now see exactly how each channel contributes to growth.
Want to achieve results like these?
Contact us today to find out how.
A Motionwave Digital
Deep Dive:
The Challenge:
Cambridgeshire Care Home already ranked highly on the first page for key local search terms such as residential care, nursing home Cambridgeshire, and dementia support.
However, its outdated website and content architecture were limiting sales performance. The site couldn’t support tracking, conversion optimisation, or brand consistency. The challenge was twofold: rebuild the digital foundation without losing strong SEO performance, and create a system that connects marketing metrics directly to financial outcomes.
The Approach:
Motion Wave Digital delivered a technically precise and strategically grounded rebuild designed for long-term scalability, clarity, and alignment.
Technical SEO Audit:
Mapped all existing rankings, backlinks, and site structure to preserve search equity during migration.
Website Rebuild:
Developed a modern, accessible website with clear navigation and optimised service pages to improve engagement and conversion.
Content Restructuring:
Rewrote and reorganised key content to reflect modern care standards while enhancing keyword visibility and key word mapping, whilst keeping an emotional connection with families.
Structured Data Implementation:
Added schema markup to strengthen the Knowledge Graph and improve branded search visibility.
Attribution Modelling:
Collaborated with the finance team to build a model that links marketing performance data back to commercial goals, creating visibility from enquiry through to occupancy and revenue growth.
PESO Audit:
Began aligning Paid, Earned, Shared, and Owned media into a unified strategy, ensuring each channel supports brand consistency and measurable impact.
The Outcome:
The rebuild delivered measurable improvements across visibility, performance, and internal alignment:
Maintained and improved first-page rankings for all key care-related terms
Keyword visibility increased by 28%, with new long-tail rankings across care funding advice and specialist dementia care
Structured data created a Knowledge Graph result, improving brand authority and recognition
Improved conversion tracking, with performance data now linked directly to financial metrics via the new attribution model
Higher engagement across service and enquiry pages, improving both dwell time and conversion quality
What’s next:
The next phase focuses on brand integration and emotional connection:
Unified Brand Tone:
Aligning all PESO channels under a single brand identity and consistent tone of voice.
Campaign Development:
Designing cohesive digital and offline campaigns to strengthen awareness, trust, and enquiry quality.
Resident & Family Value:
Creating more content that speaks directly to those who matter most, residents and their families helping them feel informed, supported, and connected.
Community Building:
Expanding local partnerships and outreach to position the care home as a trusted part of the community.
Cambridgeshire Care Home now has a clear path forward, from technical rebuild to brand alignment and human-centred marketing, combining data, empathy, and commercial focus to drive meaningful, measurable growth.
Linked Case Studies:
Implementation in Action
you might like…
Dedham Vale Vineyard
See how we helped this vineyard increase wine sales.
Lynne the Hairstylist
Transforming a home-based hairstylist into one of Ipswich’s top-ranked salons — increasing sales by 33%, improving average spend by 17.8%, and raising occupancy to 94%, all without touching the website.