A Guide to Web Design for Care Homes

Care homes respond to a variety of needs across the United Kingdom. Families searching for a safe, welcoming place for their loved ones often begin their enquiry online. A well-built website increases trust, showcases the care home’s strengths, and makes the process of getting in touch easy. In the care sector, the website is frequently the first impression people receive, which means it can influence crucial decisions.

Understanding the Audience

A good care home website considers everyone who will use it. This includes older people, their families and friends, commissioners, healthcare professionals, and even prospective employees. Each group may seek different information.

Older people may want to see what daily life is like and find reassurance about safety and comfort. Families look for care quality, fees, and testimonials. Commissioners may need regulatory compliance evidence, while prospective staff members focus on career opportunities.

User needs include:

• Large, clear buttons and text for older users or those with reduced vision.
• Simple menus without unnecessary clutter.
• Easy access to the most requested information such as contact details, visiting hours, activities, and latest inspection reports.

Understanding what matters most to each visitor shapes the structure and style of the site.

Designing for Accessibility

Accessibility means making sure everyone, regardless of ability, can use the website. Many older adults and people with disabilities use screen readers or need larger text. Others may have difficulties with colours or contrast. Legal requirements in the UK (such as the Equality Act 2010) make this a non-negotiable feature.

Accessibility steps include:

• Use alt-text for every image, so screen readers can describe images to those who cannot see them.
• Make sure text has enough contrast with backgrounds.
• Use headings so screen readers can move through content logically.
• Avoid automatic audio or video that plays without warning.
• Make buttons and links large enough to tap easily for those with limited dexterity.

Sites that respect accessibility help everyone access information fairly.

Clear Navigation Structure

Visitors often feel overwhelmed if a website is confusing. Common complaints include too many links, menus that change on every page, or information that is buried several clicks deep.

Recommended features:

• A simple menu at the top or side that appears on every page.
• Clear, plain-language section names, like “About Us”, “Our Services”, “Contact”, and “Life at Our Home”.
• A search bar for larger sites, making information quick to find.
• Breadcrumb trails so users know where they are on the site.

Good navigation saves time and reduces frustration.

Engaging Home Page

The home page is the first thing most people see. It needs to reassure visitors, invite them to explore, and quickly show the most important points.

Strong home pages:

• Use warm, welcoming images of residents and staff, with consent.
• Display a short summary of what makes the care home unique.
• Offer links to core sections: services, fees, contact, news, and gallery.
• Show key accreditation—such as a Care Quality Commission (CQC) rating badge.

This page sets the tone for the entire site.

Visual Design and Branding

A care home’s website should reflect its personality and values. Colours, logos, fonts, and images all influence the atmosphere.

Tips for visual design:

• Stick to a coherent, calm colour palette that matches the real environment of the home.
• Use professional photos of actual residents and staff (with permission), as this builds authenticity.
• Choose easy-to-read fonts in a reasonable size.
• Leave enough ‘white space’ between sections to avoid a cluttered feeling.
• Include the care home’s logo consistently.

Across the site, friendly and personal touches reinforce a caring ethos.

Content that Connects

Websites perform best when they answer real questions and concerns. All writing should be easy to understand and reflect the caring culture of the home.

Write content that:

• Avoids jargon and uses plain English throughout.
• Answers “what is daily life like here?” with a sample daily routine or activities calendar.
• Lists all types of care on offer (e.g., residential, dementia care, respite).
• Explains costs and any funding guidance.
• Shares CQC ratings and provides a summary in simple language.

Testimonials play a key role:

• Residents and their families can describe their experience to build trust.
• Written quotes or short video statements (with permission) make a powerful impact.

Showcasing Facilities and Activities

Families and prospective residents often want to get a strong sense of the daily environment before visiting in person.

To showcase what your care home can offer:

• Use galleries featuring communal spaces, gardens, bedrooms, and activity rooms.
• Highlight regular events and trips with photo albums or a blog.
• Include a sample activities timetable.
• Describe catering and dining experiences, perhaps with a sample menu.

Visuals and stories combine to bring the setting to life.

Reporting Quality and Accreditation

Trust is a huge factor in care decisions. Clear evidence of compliance with regulatory bodies like the Care Quality Commission adds confidence.

Best practices include:

• Prominently displaying the latest CQC rating, with a link to the detailed report.
• Summarising strengths highlighted by inspectors in plain English.
• Listing relevant awards or special recognitions.

A quality-focused section reassures families and sets expectations.

Making Contact Simple

Visitors who want to reach out should find it easy, no matter what device they use.

Contact methods:

• Clear “Contact Us” link in the main menu.
• Simple online form with only essential fields (name, email, message, phone number).
• Display phone number and email address on every page.
• Include a map or address with disabled access information.
• List office opening times for calls or visits.

Prompt, friendly responses to online enquiries demonstrate good customer service from the beginning.

Keeping the Website Updated

A neglected website gives the impression the home is outdated or lacks attention to detail. Frequent updates show an active, thriving community.

How to keep things current:

• Update news sections with recent events, such as resident activities, open days, or awards.
• Refresh activity calendars and menus each month.
• Replace outdated staff pictures or biographies.
• Keep fee information and funding advice current.

Assigning a staff member as a website lead can help prevent information from becoming stale.

Privacy and Security

Trust depends on respecting privacy. The website should follow data protection rules, including the Data Protection Act 2018 and GDPR.

Site security includes:

• Using a secure connection (HTTPS) so visitor data is encrypted.
• Publishing a privacy policy explaining how any personal information is stored and used.
• Securing online forms with anti-spam measures, like CAPTCHA, to stop unwanted submissions.
• Only publishing resident images or testimonials with documented consent.

Clear privacy practices keep visitors’ information safe.

Mobile-Friendliness

More people browse the web using phones and tablets. A care home website must display correctly across all devices.

Features that help:

• Responsive design: site layout automatically adjusts for screen size.
• Large tap-friendly buttons and easy-to-read text.
• Quick loading times, especially for image-heavy galleries.

Mobile-friendly sites reach more families and offer better access.

Search Engine Visibility

Search engine optimisation (SEO) helps families and professionals find the care home through Google or Bing. The higher a site appears, the more people will see it.

Helpful SEO tactics include:

• Including local place names, so searchers nearby can find the home.
• Using clear headings: “Residential care in Manchester”, for example.
• Completing image descriptions for those searching by image.
• Linking to external sites such as council directories or care comparison tools.

Natural, useful language helps the website appear more often in relevant searches.

Useful Additional Features

Certain features add convenience and transparency for visitors:

• Downloadable brochures or application forms.
• FAQs page with answers to regular queries.
• Live chat function for quick questions.
• Video tours allowing virtual walkthroughs before an in-person visit.
• Newsletter subscription for families and professionals.

Extra options improve the visitor experience and encourage engagement.

Legal Considerations

Running a website involves legal responsibility. Key points include:

• Meeting GDPR and Data Protection Act duties for any collected information.
• Only using images or videos with the clear consent of all who appear.
• Appointing someone to act as the data controller for all online data.
• Including required company or charity registration numbers.

Legal compliance protects both residents and the business.

Practical Steps for Building a Website

• Decide whether to use a self-build tool (such as WordPress or Wix) or hire a professional developer. Pros and cons exist with each choice.
• Gather all content: images, contact details, and up-to-date information before launch.
• Review the site with residents and families for feedback, especially on accessibility.
• Test the site on different devices before launching.
• Prepare backup and update processes for long-term management.

A thoughtful approach at the start saves problems down the line.

Final Thoughts

A care home website must be user-friendly, welcoming, and rich in the information visitors want. Respect for privacy, legal standards, and inclusive design principles are central. With the right strategy, the website becomes a source of trust and connection between families, professionals, and the care home community.

Bullet points (around 20% of text) summarise best practices from each area, and every section highlights a different feature or function found in successful care home websites. The guide above presents plain English advice, specific UK references, and a practical approach to building and running an effective care home web presence.