Nursing homes and eldercare facilities face a unique challenge: attracting the right families while building trust and credibility. With more people researching care options online before making decisions, a solid lead generation strategy is essential. Effective strategies not only increase inquiries but also ensure families feel confident choosing your facility.
Curious how your nursing home is performing online and where you could generate more leads? Get a free preview of your digital presence and see what’s working well and what could be improved.
Why Lead Generation Matters for Nursing Homes
- High-stakes decisions: Families want to ensure their loved ones receive quality care.
- Competitive market: Multiple facilities compete locally; standing out is crucial.
- Trust and credibility: Online presence, reviews, and educational content help build confidence.
Effective Lead Generation Strategies
1. Optimised Website and Landing Pages
- Create pages specifically for different services (respite care, dementia care, rehabilitation).
- Include clear call-to-actions (eg, “Book a Tour,” “Request a Brochure”).
- Highlight testimonials, photos of facilities, and staff credentials to build trust.
2. Local SEO
- Ensure your Google Business Profile is claimed and complete.
- Encourage families to leave reviews on Google and other platforms.
- Optimise website content with local keywords, such as “nursing home in Manchester” or “elder care facility in Toronto.”
3. Content Marketing
- Write blog posts addressing family concerns, like “Preparing Your Loved One for Nursing Home Care.”
- Share educational videos on social media about facility safety, staff training, or resident activities.
- Downloadable guides (eg, “Checklist for Choosing a Nursing Home”) can capture leads via email forms.
4. Paid Advertising
- Google Ads: Target keywords like “best nursing homes near me” or “elder care facilities in [city].”
- Facebook Ads: Use precise targeting to reach adult children or caregivers searching for care options.
- Retargeting campaigns for website visitors who didn’t convert immediately.
5. Referral Networks
- Partner with hospitals, clinics, and home health agencies.
- Maintain relationships with local doctors, social workers, and community organisations who can recommend your facility.
6. Virtual Tours and Open Days
- Offer virtual tours of your facility to families unable to visit in person.
- Host open days or webinars, providing families a chance to interact with staff and ask questions.
Measuring Success
Track key metrics such as:
- Number of inquiries or tour requests
- Form submissions from landing pages
- Click-through rates on ads
- Conversion rates from content campaigns
Final Thoughts
Nursing home lead generation is about combining visibility, credibility, and convenience for families. By optimising your website, leveraging local SEO, creating helpful content, running targeted ads, and building strong referral networks, your facility can attract qualified leads and grow trust in your community.
