Check the core details first
Start with the home name, location, contact information, care categories and accurate service description. Any change on your own website should prompt a check of the directory profile.
Make sure the facilities and care types shown are currently available. Do not use generic wording that could apply equally to every care home.
Write a distinctive description
Explain the actual home: its setting, approach, facilities, accommodation and practical arrangements. Families need an honest picture.
A unique, useful description is better than copying the same paragraph from other directory profiles.
Show the environment honestly
Use current images where you have suitable permissions. Consider whether the main image and gallery represent the parts of the home families will want to understand.
Avoid images that imply facilities or services the home doesn’t have.
Treat reviews responsibly
Review the platform’s current processes for inviting feedback and responding where relevant. Don’t manufacture reviews, selectively misrepresent them or pressure residents and families.
Responses should preserve privacy and avoid disclosing personal details about care.
Understand how directory ranking works
Listing levels, review scores and paid featured results may affect how directories present homes. These rules are controlled by the directory and can change.
Improving the information on a basic profile is useful but doesn’t guarantee higher placement.
Make enquiries easy to handle
Ensure directory contact methods are monitored and people reaching the care home get an appropriate response. Use internal records to see whether platform enquiries are relevant.
Connect profile work with your own care home website and broader care home SEO strategy.
How can the team run a repeatable profile review?
Keep one approved facts sheet per home: official name, address, contact route, actual care types, facilities, current images and the person responsible for approval. Compare the live profile with that record, note each requested change and check it again after the platform has processed it.
For a group, assign an owner for each home rather than assuming a central login makes every listing accurate. Check the website destination and test the enquiry route where the platform supports it. A family should not have to repeat which home they were researching.
When care information changes, website maintenance and content updates can keep the home’s own pages aligned with the approved facts used for its profile.
Use the directory comparison to assess the package and enquiry model, and Care Home SEO to connect the profile with the home’s own pages.
Where should we verify platform rules?
Check the official Carehome.co.uk website and the provider agreement available to your business for current listing features, reviews, placement and charges. Confirm any rule that affects a purchase directly; this checklist does not verify current commercial terms.