Transforming a high-ranking but outdated care home website into a modern, performance-driven platform, preserving SEO equity, improving conversion, and connecting marketing outcomes directly to commercial growth.
CASE STUDY
Park View Care Home
98%
Increase In Organic Traffic
The site began ranking for key local care and dementia search terms, with 13 tracked keywords in Google’s top 20 results a 15-place improvement.
23%
Increase in qualified leads
A 23% increase in qualified leads, with an average cost per acquisition down 38%.
60%+
Engagement rate
Engagement metrics showed a 60%+ engagement rate, with users visiting multiple pages per session.
100%
Improvement on dwell time
Website visitors were now engaging and interacting with the new website.
Industry:
Services:
Website Development
CRM
SEO
PR
Photography
Paid Ads
Overview:
The Results:
Park View now has a sustainable marketing infrastructure built for long-term growth and measurable performance. The new website doesn’t just look better, it performs. It supports SEO, enables call attribution, and aligns all marketing channels under a single, coherent strategy.
Motion Wave continues to provide fractional marketing support, refining attribution models and evolving Park View’s digital strategy to ensure each channel contributes effectively to the overall marketing funnel.
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A Motionwave Digital
Deep Dive:
The Challenge:
Park View Care Home’s previous website was dated, difficult to manage, and lacked the flexibility needed to support modern marketing activity.
It couldn’t accommodate SEO optimisation, integrate tracking, or effectively support paid advertising campaigns.
The care home wanted to grow local awareness and improve enquiry quality, but its digital presence was holding it back. The challenge was clear: build a system that could support the brand, not just a new site.
The Approach:
The project began as a website redesign but quickly evolved into a broader digital transformation. Motion Wave Digital acted as a fractional marketing partner, auditing the entire PESO mix (Paid, Earned, Shared, and Owned media), to ensure each channel supported the business’s commercial objectives.
We built a marketing ecosystem designed for growth and clarity:
Website Redesign:
Developed a modern, accessible website with improved navigation, optimised service pages, and scalable architecture to support SEO and paid campaigns.
Local SEO Foundations:
Implemented structured metadata, content hierarchies, and internal linking designed to capture “care home in Ipswich” and “dementia care” search intent.
Paid Media Oversight:
Consulted on Google Ads performance, refining targeting to reach high-intent family decision-makers searching from outside the Ipswich area.
Attribution Modelling:
Designed a framework to better understand how users move through the marketing funnel, from first touchpoint to enquiry.
This model integrates data from Google Ads, Analytics, call activity, and UTM tracking, enabling future marketing decisions to be based on a clear understanding of channel contribution and user behaviour.
Local SEO Mapping:
By analysing Park View’s local search heat map, we identified specific geographic areas in Ipswich with weaker brand visibility.
This insight now informs traditional marketing activities, such as local signage, print, and community partnerships, ensuring that offline brand awareness directly complements the digital presence.
Visual Brand Alignment:
Enhanced on-site visuals, tone of voice, and consistency to reflect Park View’s compassionate, community-driven values across all digital channels.
The Outcome:
Within the first quarter
The site began ranking for key local care and dementia search terms, with 13 tracked keywords in Google’s top 20 results a 15-place improvement.
A 17% increase in qualified leads, with an average cost per acquisition down 38%.
Engagement metrics showed a 60%+ engagement rate, with users visiting multiple pages per session.
Park View’s Google Business Profile improved its top-3 local visibility to 20% across the Ipswich area.
The local SEO map analysis revealed where to prioritise offline visibility, supporting a more balanced mix between digital and traditional marketing methods.
The introduction of attribution modelling provided visibility into how different channels drive conversions, helping balance investment between brand awareness and direct response.
What’s next:
With the foundations now in place, Park View’s marketing strategy is entering its next phase:
Building Content Hubs:
Expanding the website with educational and community-driven content hubs, including the Dementia Care Hub and Care Journal.
Integrated Campaign Development:
Combining digital performance data with offline insight from local SEO maps to launch a cohesive digital and traditional marketing campaign.
This integrated approach will align online search, social content, and community signage, ensuring Park View’s message reaches families at every stage of their decision journey.
Visual brand development:
We’ll be developing the visual touch points to better communicate the brand values and offer.
By merging online precision with offline presence,
Park View is positioned to become one of the most visible and trusted care providers in the Ipswich region.
Linked Case Studies:
Implementation in Action
See how we achieved similiar results for a Care Home In Cambridgeshire.
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