Your website is often the first impression potential clients get of your care business, whether you provide home care, aged care, disability support, or mental health services.
Unfortunately, many care providers miss the mark when it comes to their online presence, leading to lost trust, reduced engagement, and missed opportunities.
In this blog, we break down some of the most common website mistakes made by care providers – and, more importantly, how to fix them.
As providers of specialised marketing for the care industry, the team at Care Connect understands what is needed for a successful online presence. For personalised advice regarding your care business, book a free consultation with one of our experts today.
1. Lack of Accessibility Compliance
The Mistake:
Many care websites fail to meet basic accessibility standards. This means that users with disabilities may struggle to navigate your website, use screen readers, or access critical information.
The Fix:
Follow the Web Content Accessibility Guidelines (WCAG) by ensuring:
- Clear, consistent navigation.
- Alt text for all images.
- High contrast between text and background.
- Keyboard-only navigation.
- Closed captions on videos.
Accessibility isn’t just a legal and ethical responsibility – it’s a business one, too. Making your site usable for everyone ensures no potential client or caregiver is left behind.
2. Unclear Services or Areas Covered
The Mistake:
Care websites often list general services, like “personal care” or “companionship”, without explaining what those services include. Some also forget to specify the geographic areas they serve.
The Fix:
Be specific. Break down your services into bullet points with short, simple explanations. Include real-world examples (such as “assistance with bathing and grooming” or “meal preparation and light housekeeping”).
Also, list all the suburbs or cities you serve – or use a dynamic map with a postcode checker.
3. No Clear Call-to-Action (CTA)
The Mistake:
Visitors often land on a care website and ask, “what’s next”? Without a strong call-to-action, users may not know how to take the next step, leading to drop-offs.
The Fix:
Use strong, visible CTAs throughout the website. Examples could include:
- “Book a Free Care Consultation”.
- “Call Us Today”.
- “Download Our Services Guide”.
- “Request a Callback”.
Place CTAs at the top of the homepage, in the navigation bar, and at the end of each service page.
4. Slow Load Times
The Mistake:
A slow website turns people away, especially older clients or busy families researching care for loved ones. It also hurts your search rankings.
The Fix:
Use tools like Google PageSpeed Insights to identify performance issues. Common fixes include:
- Compressing images.
- Using caching tools.
- Minimising code.
- Use a fast and reliable hosting provider.
For optimal performance, you should aim for a load time under three seconds.
5. Lack of Human Connection
The Mistake:
Care websites often come across as clinical or generic. Stock photos, bland language, and stiff design make it hard for users to connect with your brand emotionally.
The Fix:
Use authentic images of your staff (with consent), client testimonials, and a warm tone of voice. Create an “About Us” page that tells your story – why you started, your values, and your mission. Emotional storytelling helps families feel more comfortable trusting you with their loved ones.
6. Missing Contact Information
The Mistake:
Believe it or not, some care websites bury their contact info – or don’t include it at all on key pages.
The Fix:
Make getting in touch with you easy:
- Add a sticky header with your phone number.
- Include a contact form on every page.
- Add your location, hours, and Google Maps link.
- Use click-to-call buttons for mobile users.
For urgent care decisions, a delay in finding contact details may mean the user chooses a competitor.
7. No SEO Strategy
The Mistake:
Even if you have an aesthetically pleasing, functional website, no one will find it if it isn’t optimised for search engines. Many care providers neglect basic SEO practices.
The Fix:
Use relevant keywords like “home care in [city]” or “disability support services near me.” Make sure each page has:
- A keyword-rich title tag.
- Meta descriptions.
- Optimised images.
- Internal links.
- Structured headings (H1, H2, and so on).
A local SEO strategy also includes listing your business on places like Google Business Profile, Bing Places, and other directories.
8. Not Mobile-Friendly
The Mistake:
With over 60% of searches coming from mobile devices, a non-responsive website will frustrate users and cause them to leave.
The Fix:
Make sure your website uses responsive design so it automatically adapts to suit mobile, tablet, and desktop screens. Test on multiple devices and ensure that:
- Buttons are large enough to tap.
- Text is readable without zooming in.
- Forms are easy to fill out.
9. No Trust Signals
The Mistake:
In the care industry, trust is everything. If your site lacks credibility indicators, visitors may hesitate to engage.
The Fix:
Be sure to include:
- Testimonials from families and clients.
- Case studies or success stories.
- Accreditation badges (such as the NDIS and Aged Care Quality Standards).
- Staff biographies and qualifications.
- Google reviews or Trustpilot widgets.
The more reassurance you provide, the more likely someone is to pick up the phone.
Build a Successful Care Website with Care Connect
Your care website isn’t just a digital brochure, it’s an essential part of your customer journey. A well-designed, fast, informative, and emotionally engaging site builds trust, encourages inquiries, and sets you apart in a competitive market.
Avoiding the mistakes above (and fixing them promptly) can make a real difference in your website’s performance and your business’s growth. Contact the team at Care Connect for more information.