Pricing

Here's exactly what it costs.

Most care marketing agencies won't tell you until you've sat through a sales call. We think that's a bit odd — so here are our actual prices, and once it's paid for, everything we build is yours.What does care home marketing cost? In full: a one-off Foundation build from £4,450, then Visibility from £1,095 a month. Everything below is what you’d actually pay.

Step one

Get the foundations right - a one-off build

For a single home

Foundation Light

Everything one home needs to be found and chosen. Not a stripped-back version — a complete one.

£371 /month

£4,450 total · £4,225 paid in full

  • A brand workshop — what your home is, who it’s for, and where you sit against the homes nearby
  • Identity tidied up — logo refreshed, a proper colour palette, typefaces chosen and simple guidance your team can follow
  • A website built on a structure we’ve refined across years of care homes, then written entirely around you — hosted, updated and backed up on our managed platform, looked after while you’re with us
  • SEO and local search set up properly — and your Google Business Profile claimed and optimised, or set up from scratch if you haven’t got one
  • Built so AI assistants describe your home accurately
  • A photography day at your home — the rooms, the gardens, food and an activity, captured as a full set of professional photographs
  • Enquiry form, instant alerts and follow-up — with every call and lead tracked, so you can see what’s actually working
  • Care Marketing Academy — free access to our short video courses that teach your team simple, do-it-today ways to bring in more enquiries
Tell us about your home
For a full rebrand — or a group

Foundation FULL

One home that needs the whole brand rebuilt, not just the website. Also where a group starts — add your other homes below.

£746 /month

£8,950 total · £8,500 paid in full

  • Everything in Light
  • A filmed walkthrough video of your home — the guided tour families watch before they visit
  • We work out what makes your home different and who it’s really for — then turn that into a proper identity (logo, colours, type and tone of voice), written up as a simple guide your team can actually follow
  • Ready-made social and print templates, loaded into your own Canva or Adobe Express, so your team can post and print without designing from scratch
  • Brochure artwork, printed and downloadable
  • A full 12-month marketing plan — the exact strategy we’d use to fill your beds, with competitor and local-market analysis built in: who you’re up against, what they charge, where the gap is
  • Local search pages for the towns you serve
  • Academy Pro — the full Care Marketing Academy library (free for a limited time): our complete step-by-step video training for marketing your home and filling beds
Tell us about your home
Step two

Then fill the beds, month after month

Ongoing · runs on a Foundation

Visibility

It fills beds, month after month — a whole marketing team (SEO, copywriting, reputation, design) for less than one care worker.

£1,095 /month

for one home · less per home as the group grows · monthly, no upfront cost

Show me what it’d do
  • SEO — found on Google when families search nearby
  • AI visibility — your fees, services and reviews kept accurate in what assistants tell families
  • Reputation — reviews built up, and answered properly
  • Content — articles, social and newsletters written and published for you
  • Graphic Design Support — as and when you need it
  • **This package runs on either Foundation Light of Full — it is not available on its own

More than one home?

Foundation Full covers the brand, the platform and your first home. Every home after that costs less than the one before — here’s how it works out for your group.

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Every plan includes Care CRM free for 12 months (£49/month after — or we’ll connect to whatever you already use), plus access to the Care Marketing Academy.

Paid advertising — Google & Meta

For when you want to move faster than organic will take you. Run by us — every campaign built and managed in-house at CHM — quoted as one clear fee, with your ad budget staying in your own account.

How paid advertising works →

AI build consultancy

Need something built rather than bought? We design and build marketing automation and systems for care providers. Scoped per project.

Talk to us about a build →

Once it’s paid for, it’s yours

Ask any other agency what you keep when you part company, and watch them reach for the small print. Website, photography, films, data, source files — yours outright. No hostages.

The questions we get asked most

Because it wouldn’t work properly, and we’d be taking your money knowing that. Visibility publishes content, keeps your fees and services accurate for search and AI, and tracks every enquiry back to its source — all of which needs the website, the CRM and the tracking we install. On a site we didn’t build we can’t control the structure or see the results. The Foundation isn’t an upsell, it’s the thing Visibility runs on.

No long lock-ins. Foundation is a one-off build — spread it over up to 12 months, or pay in full and save 5% — with nothing to renew. Visibility asks for a minimum of three months, simply because that’s about how long it takes to show real movement; after that it’s rolling, month to month. The only genuinely ongoing costs are the things that keep running in the background — website hosting, and Care CRM if you carry on using it after the free first year — and we’re upfront about both from the start.

Then Foundation Light is usually all you need — we rebuild it on our own structure, which is what makes everything afterwards fast and measurable. If it genuinely can’t be improved on, we’ll say so on the call rather than sell you something.

The underlying structure is ours, and we’ve spent years refining it on care home websites — where a worried daughter looks first, what she needs to see before she’ll pick up the phone, how the enquiry path should run. Everything on top of it is yours: your story, your words, your photography, your design. We’d rather use a structure we know converts than reinvent one on your budget, and it’s the reason we can build properly in weeks rather than months.

No — a logo you like is a fine place to start. But a logo isn’t a brand, and the bigger question is your story: what your home actually does differently, why a family should choose you over the one down the road, and whether that difference comes across anywhere at the moment. Most homes have a real point of difference they’ve simply never put into words. If your identity already works, we keep it and put the effort into that story instead. If it’s genuinely holding you back, we’ll tell you why and offer to refresh or replace it — but that’s a conversation, not a condition.

Yes — independents and small groups are exactly who we build for. Larger groups usually have their own marketing teams. You almost certainly don’t, which is rather the point.

Light, nearly always. It’s built to be complete for a single home, not a cut-down version of something better — the same website structure, the same filming day, the same SEO and AI work. Full exists for groups, where you need a page per home and search pages across several towns, and for the rarer case where a home’s whole brand needs rebuilding rather than just its website. If you’ve got one home and an identity you’re reasonably happy with, Light is the honest answer and we’ll tell you so.

One of us comes for a day. No crew, no lighting rigs, nobody asked to perform. We take a full set of photographs of your home as it actually is — the rooms, the garden, lunch being served, an activity going on — and on Foundation Full we film a walkthrough while we’re there. Everyone who appears gives written consent and we bring the forms. If you’d like family or resident stories filmed later, we do that separately, once we know each other.

We’ll be straight about what we can and can’t see. We track every enquiry — forms, calls, where each one came from — and while Visibility is running we keep an eye on your occupancy across the year too, either by connecting to your CRM or with a quick figure from you each month. That’s how we judge the quality of leads, not just the volume — the point is the right families finding you, and improving that over time, not simply more enquiries. What we won’t do is claim we filled a bed when what we actually did was bring you the family. If someone’s promising you move-ins, ask them how they know.

That’s fine — plenty of homes come to us with an agency already in place. The free Enquiry Review is a straightforward way to see whether what you’re paying for is actually working.

That turns on one number: what an empty room costs you. Our own figure — the one on our What We Fix page — is roughly £800 to £1,200 a week in lost revenue, so somewhere between £42,000 and £62,000 over a year, for a single bed. Foundation Light is £4,450 once and Visibility is £1,095 a month, which puts a full first year, build and running together, at £17,590. That is what one empty room costs you in about three to five months. We won’t pretend that makes it a certainty — nobody can promise you a move-in. But it does change the question from whether you can afford the marketing to how long you can afford the empty room. If you’d rather run it on your own numbers than ours, the occupancy calculator does it in a minute.

As a rule, no — it’s one client per town, and if we’re working with you we won’t take on a home that’s competing with you for the same families. The one exception is a provider offering a genuinely different type of care — say specialist nursing or dementia, or a retirement village — who isn’t really chasing the same enquiries. Even then, if there’s any doubt, you get the call before we do anything.
Get your number

Your care isn’t the problem.
Your system is.

Not sure where you stand? The free Enquiry Review takes five minutes and scores how your home shows up when a family goes looking.

Get my free Enquiry Review

Instant. No call required. If you don’t need us, we’ll tell you.