The same search can conceal two different intentions.
Search intent is inferred from language; it is not a verified identity. A person looking for work may use the same broad local phrases as a family looking for support.
| Search | Possible care intent | Possible recruitment intent |
|---|---|---|
| home care near me | Find support for a relative locally | Find local agencies that may be hiring |
| home care company | Compare providers | Identify prospective employers |
| care agency near me | Arrange domiciliary care | Find agency work nearby |
This is why campaign optimisation cannot rely only on keywords or the first tracked contact action.
Give visitors two explicit pathways.
The split should appear early enough to prevent a job applicant using the care-enquiry route, without interrupting a family’s primary journey.
I’m looking for care
For someone arranging support for themselves, a relative or a person they represent.
Destination: service information, locations, care-enquiry form and telephone route.
I’m looking for work
For vacancies, applications, sponsorship questions and recruitment enquiries.
Destination: a dedicated careers page or approved recruitment platform.
Recommended labels
- Primary: “Find home-care support” or “Enquire about care”.
- Recruitment: “View careers and vacancies” or “I’m looking for work”.
- Avoid a generic pair such as “Enquire” and “Other enquiries”; it does not resolve intent.
Exclude recruitment from care-enquiry conversion tracking.
| Action | Care conversion? | Treatment |
|---|---|---|
| Care-enquiry form completed | Yes, subject to validation | Record as a care lead, then classify suitability after contact. |
| Care telephone link used | Useful signal | Track separately; categorise the resulting call where possible. |
| Careers link clicked | No | Do not fire or import a care-enquiry conversion. |
| Recruitment form completed | No | Keep outside care campaign goals and care lead reporting. |
| General contact form | Unknown initially | Classify after review; do not assume every completion is a care lead. |
Handle phone calls and general forms separately.
A visible careers pathway will reduce misrouting, not eliminate it. Some applicants will still call the main number or submit the easiest form.
- Add “care enquiry”, “recruitment”, “supplier”, “existing client” and “other” as simple contact classifications.
- Use separate forms and inbox destinations where operationally practical.
- Train the receiving team to classify intent without collecting unnecessary marketing detail.
- Keep job enquiries out of bidding imports and care cost-per-lead calculations.
- Report the unknown/unclassified rate so missing feedback is visible.
Test both journeys before launch.
- The care and careers options are visible and understandable on mobile.
- The careers pathway reaches a live, appropriate destination.
- No care conversion fires when the careers link is selected.
- Recruitment forms are excluded from care campaign goals.
- The care form still records the intended care conversion.
- General enquiries can be reclassified after review.
- Consent choices are respected across both destinations.
- No final form submission is required during routine QA unless authorised.
Tracking and privacy implementations vary. Analytics, advertising, recruitment, privacy and operational owners should approve the final event design and public wording.
