Project Overview
Creating a new brand & SEO-led website for a multi-location care home provider
Beneva Care came to Targeted SEO with a clear objective: to create a stronger online presence for a growing care home brand.
Previously operating under the Brookvale Healthcare name, the business needed a refreshed website that better reflected the quality of care provided across its homes. The new site also needed to support long-term organic growth, with SEO considered from the start rather than added after launch.
We designed and developed a new SEO-led WordPress website, creating a clearer structure for individual care home pages, core brand content and future service-led SEO growth.
The website launched on a new domain, which meant early performance depended on getting the foundations right: site structure, technical SEO, on-page optimisation, clear content and ongoing performance tracking.
Our work included brand and website strategy, SEO-led WordPress design and development, technical SEO, on-page SEO, content planning, hosting, reporting and ongoing website management.
Learn more about our SEO services for care and nursing homes.
The Challenge
Building trust, improving structure & supporting long-term SEO growth
Beneva Care needed more than a visual refresh: this was a complete rebranding exercise.
We helped the group create a brand that was reassuring and reflected the quality of the care homes, while carefully communicating the transition from Brookvale Healthcare.
The original Brookvale Healthcare domain had some SEO potential, including a long history in Google and a small amount of existing authority. Early research also showed visibility for local care home searches, suggesting there was a clear opportunity to grow organic performance through a stronger website structure, improved content and ongoing SEO.
The main challenge was creating a website that could do several things well at once:
- Reposition the brand online
- Present each care home clearly
- Build trust with families
- Support local organic visibility
- Create a scalable structure for future care service content
- Provide strong technical and on-page SEO foundations from launch
In short, this was not a quick redesign. It was a brand, website and SEO project designed to give Beneva Care a stronger platform for long-term growth.
Our Combined Website & SEO Approach
Bringing brand, website design, content & SEO together
For Beneva Care, SEO could not be treated as something to add after the website had been designed.
The project began with brand and visual identity work, including logo design and supporting brand assets, before moving into website design, development and SEO implementation. This helped ensure the new website had a clearer creative direction from the start, rather than simply applying SEO to an existing brand.
Rather than designing the website first and optimising it later, we planned the brand, structure, content and technical setup together. This helped create a website that could support families using the site, while giving search engines a clearer understanding of the homes, care services and future content.
Our approach focused on building the foundations first. That meant creating a website that was easy for families to use, easy for search engines to understand, and flexible enough to support future content around individual care homes, care services and family-led search queries.
The project brought together several areas of our agency’s work, including brand strategy, SEO-led WordPress website design and development, on-page SEO, technical SEO, content planning, hosting, analytics, reporting and ongoing website management.
This aligned with the original project plan, where the first phase focused on brand, followed by website design, content, development, technical setup, on-page SEO, reporting and ongoing content work.
The aim was to create a website that could do three things well:
- Present Beneva Care as a warm, trustworthy and professional care provider
- Give each care home a stronger individual presence online
- Build the SEO foundations needed for long-term organic visibility
Rather than creating a static brochure website, we built the site as a long-term search and conversion asset. The structure allowed Beneva Care to launch with strong core pages, while also leaving room for future growth through care service pages, blog content, local SEO and ongoing website improvements.
SEO strategy & site structure
The first stage was planning the website structure around how families search for care online. A care home website needs to do more than list locations. It needs to help people understand the different homes, the types of care available, what life feels like day to day, and how to take the next step.
For Beneva Care, the launch sitemap included core pages for the homes, care, life with Beneva, about, reviews, news and contact. The future SEO sitemap then allowed for further growth, including dedicated pages for residential care, nursing care, dementia care, respite care and palliative care.
This gave the website a clearer structure from the beginning. Instead of relying on one broad care page, the site could grow into a more detailed resource for families looking for specific types of care.
The individual care home pages were also central to the strategy. Each home needed its own page so families could understand the location, setting, care available and personality of that particular home. This also gave Google clearer local signals, helping each home build visibility in its own right.
The structure was planned to support both users and search engines. Families could find the information they needed more easily, while Google had a clearer understanding of the relationship between the wider Beneva Care brand, the individual homes and the care services provided.
This approach also created a scalable foundation for future SEO work. As the website developed, new care service pages, helpful blog content, reviews, team information and local content could be added without the site becoming cluttered or confusing.
SEO-led WordPress website design & development
The website was designed and developed in WordPress, giving Beneva Care a flexible platform that could support ongoing SEO, content publishing and future website improvements.
Before development began, we worked through the brand direction, design approach and page structure. The website needed to feel warm, professional and reassuring, while still being clear and practical for families using it.
This was particularly important because care home websites need to support a sensitive decision-making process. Families may be looking at several homes, comparing care options and trying to understand whether a particular setting feels right for their loved one.
The site was built with clear layouts for key sections such as individual care home pages, care information, reviews, news and contact. This meant Beneva Care could launch with a strong foundation, then continue to add and improve content over time.
The website was also designed to support enquiries, with simple navigation, clear contact options and calls to action that made it easier for families to take the next step.
Writing High-quality SEO Content for Articles & Pages
Content was an important part of the project because Beneva Care’s website needed to speak to families in a clear, warm and reassuring way.
Care home content has to be handled carefully. It cannot feel cold, generic or overly sales-focused. Families are often making difficult decisions, so the copy needs to explain the care available, answer practical questions and help people feel confident about taking the next step.
The content was planned around the key parts of the website, including individual care home pages, care information, life at Beneva Care, reviews, news and contact. This gave the site a stronger foundation at launch, while also leaving room for future content around specific care types and family guidance.
The aim was not just to write content for search engines. It was to create useful, human content that reflected the quality of care provided and helped families understand what makes each home different.
This also supported the SEO strategy. Clear, well-structured content gave Google more context about Beneva Care’s homes, services and areas of focus, while giving users the information they needed in a more accessible way.
Brand identity & tone of voice
Before designing the website, we developed a new brand identity for Beneva Care to support the move from Brookvale Healthcare to a smaller, more focused care home group.
This included creating a new logo, colour palette and supporting visual assets that felt warm, professional and reassuring.
We also spent time with the team exploring brand messaging and developed tone-of-voice guidelines to communicate clearly and consistently across the website..
The aim was to create a brand that felt human, trustworthy and appropriate for families making sensitive care decisions, while giving the 4 homes a shared identity they could sit confidently within.
On-page SEO & publishing
Once the core website content was prepared, it was published with on-page SEO best practice in mind. This included reviewing page titles, meta descriptions, headings, internal links, image alt text, page structure and calls to action. Each page needed to have a clear purpose, whether it was introducing an individual care home, explaining Beneva Care’s approach, sharing news or helping families make an enquiry.
Internal linking was also important. The website needed to connect the wider Beneva Care brand with its individual homes and care information, so users and search engines could move through the site more easily.
For care home websites, on-page SEO needs to be handled carefully. The pages still need to be optimised, but they should never feel like they have been written only for Google. The priority was to create pages that were clear, useful and reassuring for families, while also giving search engines the right signals.
Technical SEO Set Up
Technical SEO was built into the project from the start. Because Beneva Care was launching on a new domain, it was important to give the website the best possible foundation for crawling, indexing and future organic growth.
This included making sure the site structure was clear, key pages could be found by Google, redirects were handled where needed, tracking was set up, and the website performed well across desktop and mobile.
The aim was to avoid launching a website that looked good on the surface but had technical issues holding it back in search.
By considering technical SEO during the website build, Beneva Care launched with a cleaner foundation and a website that could be monitored, maintained and improved over time.
Ongoing optimisation & website evolution
After the website launched, the focus moved to building on the foundations already in place. For Beneva Care, this meant continuing to monitor search performance, review how key pages were performing and identify opportunities to improve visibility across individual care home pages and care-related searches.
The website was not treated as finished once it went live. As more data became available, the SEO strategy could be refined around the pages and search terms showing the strongest opportunity.
Ongoing work included reviewing organic performance, improving care home pages, planning new content, supporting website updates and continuing to strengthen the site from both a user and SEO perspective.
This approach meant the website could keep developing over time, rather than standing still after launch. For a care home brand, that is important. Families’ questions, search behaviour and business priorities can change, so the website needs to be able to adapt with them.
SEO Results
Beneva Care launched on a new domain, which meant the early focus was on building visibility from the ground up.
The first stage of results showed strong progress. In the first six months after launch, the website achieved 1.76k clicks and 51.8k impressions from Google Search, with organic traffic accounting for over half of all new users.
As the website continued to grow, individual care home pages became some of the strongest organic entry points. This showed that the site structure was working as intended, with each home able to build visibility in its own right.
Later reporting showed continued growth, with organic clicks increasing by 32% and impressions increasing by 53%, driven largely by high-performing individual care home pages.
The site has continued building a wider search presence over the first 16 months since launch, with visibility growing across branded, care home and local care-related searches.
What made this project successful?
The success of this project came from treating the website as part of Beneva Care’s long-term growth strategy, not just as a design project.
For a care home brand, the website has to do several things at once. It needs to look professional, feel warm and reassuring, explain care clearly, support enquiries and give search engines enough context to understand the homes and services being offered.
That is why the project brought together brand direction, SEO-led website design, content planning, technical SEO and ongoing optimisation from the beginning.
The individual care home pages were a particularly important part of the strategy. Rather than relying on one general overview page, each home had its own space on the website. This helped families find more relevant information and gave the site stronger foundations for local search visibility.
The project also worked because the website was built to evolve. As performance data became available, we could review what was working, improve key pages, plan new content and continue developing the site around search opportunity and user needs.
For Beneva Care, this has created a online presence from launch, and a scalable website for future growth.
Need SEO for a care home or healthcare business?
Care home SEO is trust-led, local and deeply connected to the quality of your website. Your website needs to do more than look professional. It needs to help families find you, understand your care, feel reassured by your brand and take the next step with confidence.
At Targeted SEO, we help care homes, nursing homes, and healthcare businesses build SEO-led websites designed for long-term organic growth.
Whether you need a new website, a clearer SEO strategy, improved content, technical SEO support or ongoing website management, we can help you create a stronger online presence.
Speak to our team about SEO for care homes.
