Taking full advantage of PPC and SEO to build an online presence
How Allegra Care turned clicks into qualified conversions
Allegra Care provides high-quality care homes in Central and Southern England, specialising in person-centred nursing and dementia care. Their mission is to deliver compassionate and progressive care with initiatives such as the 'household' model’ for delivering care in small accommodation groupings that blend community areas with private living space, and 'wandering with purpose,' offering residents opportunities to participate in everyday tasks.
Our team at Versantus particularly love to work with businesses who match our core values of being good, quality and collaboration. We are delighted to reflect on another year helping Allegra Care connect with those needing specialised care and their exceptional services.
A multi-strategy approach to marketing care homes
Our primary approach for maximising Allegra Care’s digital marketing effectiveness is frequent campaign optimisation and regular budget allocation reviews. Search engine optimisation and successful PPC and CRO campaigns are not one-time tasks; they need monitoring and regular refinement. The remaining budget allocation was used to adapt flexibly to changing business needs.
Over the past year, the strategies that we have implemented have yielded measurable positive outcomes.
Maximising every penny spent on advertising
Advertisement spending can easily miss the mark without a clear strategy based on business activities and objectives. By tailoring advert exposure to the right people in the right geographic locations, we've observed an impressive 299% increase in PPC events leading to conversions (such as form completions, phone calls, or emails) while halving the cost of each conversion.
Focused on generating qualified leads
The Allegra Care website is a vital bridge, connecting families with the perfect care home and care services to match their needs. As the initial point of contact with the organisation, it provides essential information and conveys Allegra Care’s core values of compassion, kindness and empathy to families.
Our priority for the website was to create as effortless an experience as possible for families to get in touch. To encourage potential clients to initiate contact we placed clear call-to-action (CTA) buttons in prominent places for desktop browser users, added ‘sticky’ CTA buttons for mobile users and made care home locations much clearer. These prompts encourage people to reach out in the way that suits them best, whether by sending an email, picking up the phone or completing a contact form, and increased conversions by 25%.
Bridging the gap between residents & great care through SEO
We manage a search engine optimisation (SEO) strategy as a continuous process of review and refinement to keep Allegra Care’s locations and brand easily visible to potential residents and their families. Allegra Care has improved the position of its tracked keywords on Google search results pages by an average of 5 places this year through strategies including keyword gap analyses on close competitors and targeted content creation.
Improving brand trust, visibility & authority
While the main emphasis of our marketing efforts is the website and Google, we also help Allegra Care increase its brand visibility and generate additional enquiries by maintaining a presence on secondary platforms such as Facebook Ads.
Trust and reputation are crucial in the care sector and we also support the in-house marketing team on good practice when managing their Google reviews and other testimonial sources.
Working as Allegra Care’s digital partner
We have collaborated with Allegra Care since 2021, starting by developing their new website using the open-source Drupal content management system. Over time our partnership has evolved to include ongoing digital marketing support, website feature enhancements and essentials such as site hosting and maintenance tasks.
By working with Allegra Care across their digital activities we’ve been able to assist them in prioritising their spending across marketing activities and website-owner necessities such as Drupal upgrades and compliance with new data privacy regulations.
Our Digital Marketing Manager, Luke Terzino, meets every month with Sue Riches, Marketing Manager at Allegra Care, to review progress towards goals and refine strategy.
The support from Versantus has exceeded my expectations, delivering results that have significantly boosted Allegra’s online presence
Sue Riches, Marketing Manager at Allegra Care
As a specialist Drupal agency, Allegra Care’s content management system of choice, we understand its content and technical architecture inside out. When our digital marketing team have an idea aimed at driving SEO and visibility goals, it doesn’t take us long to feasibility-check the ideas. Having this holistic involvement helps us be creative and respond quickly to changes in business priorities and needs. Once the client gives the go-ahead, our support team are on hand to implement the changes and guide the Allegra Care team in how to use them.
Building for the future
With much of last year’s focus being predominantly paid advertising for lead generation, this year we are planning to apply a more equal emphasis on creating sustainable sources through organic means.
For many conditions that might ultimately result in a person needing full-time residential care, the period from diagnosis to requiring care can span years rather than weeks or months (for instance, the average duration from a dementia diagnosis is 3.9 years).
One of the strategies we are keen to explore next is broadening the entry point into the website to people on a journey towards needing care. By providing information and support to individuals and families who may need care in the future, we can increase brand awareness and establish Allegra Care as a trusted, local provider
The Versantus and Allegra Care marketing teams are hard at work to see if we can exceed last year’s successes in ad targeting, search term optimisation, and contact conversion.
