1. Are care and careers clearly separated?

A job applicant may search “home care near me” and arrive through the same advert or result as a prospective client. The website needs two explicit destinations rather than relying entirely on keyword intent.

  • An “I’m looking for care” pathway leads to services and care-enquiry routes.
  • An “I’m looking for work” pathway leads to a dedicated careers page or recruitment platform.
  • The distinction is visible and understandable on mobile.
  • Care and recruitment forms use separate destinations where practical.
  • Careers clicks and job applications do not fire care-enquiry conversions.
  • General forms and main-line calls can be classified after contact.
  • Public wording says recruitment is excluded from care-enquiry tracking, rather than promising no tracking at all.

Read the complete care and careers pathway guide →

2. Can a family understand the service?

  • The homepage states clearly that the organisation provides care in people’s homes.
  • Each priority service has a useful explanation rather than a one-line list.
  • The page explains who the service may support without implying guaranteed suitability.
  • Domiciliary, live-in, respite and specialist services are distinguished accurately.
  • The process from first contact to assessment is explained.
  • Costs or funding questions receive useful, qualified context.
  • Calls to action describe what happens next.

3. Is the service area clear and credible?

  • The main service areas are easy to find without searching the footer.
  • Location claims match where care can actually be delivered.
  • Branch or area pages contain genuine local information.
  • Contact details are consistent across the site and key listings.
  • The website avoids dozens of near-identical place-name pages.
  • Google Business Profile links and details are accurate where applicable.
  • Campaign landing pages match the geography promised in adverts.
Location-page testIf removing the place name makes two pages nearly identical, the local page probably needs more substance—or should not exist separately.

4. Does the website help families build confidence?

  • Regulatory information is accurate, current and linked in context.
  • Reviews identify their source and are not selectively presented as universal evidence.
  • Team information explains relevant roles and experience.
  • Real service or team imagery is used with appropriate permission.
  • Policies and safeguarding routes are findable.
  • Claims such as “best” or “leading” are removed unless they can be substantiated.
  • The website states how complaints or concerns can be raised.

5. Can someone enquire easily on a phone?

  • Core pages reflow without horizontal scrolling at 320px.
  • Body text remains readable without zooming.
  • Phone links are descriptive and easy to tap.
  • Forms ask only for information needed at this stage.
  • Required fields and privacy information are clear.
  • Keyboard focus is visible and controls have useful labels.
  • The page loads acceptably on a typical mobile connection.

6. Can the provider learn from enquiries?

  • Calls and forms are tested from start to finish.
  • Analytics distinguishes important actions from general page activity.
  • Consent choices are respected before relevant tracking operates.
  • Marketing source is recorded where reasonably available.
  • Care, recruitment and supplier contacts are classified separately.
  • The team records whether an enquiry progressed.
  • Reporting shows missing or unknown outcomes rather than hiding them.

This checklist is a strategic content and conversion review. Accessibility, privacy, regulatory and technical compliance should be assessed by appropriately qualified owners for the live implementation.