The DomiCare journal

How families actually find a care home.

Written for people who run homes, not for marketers. What the assistants say, why they say it, and what is worth doing about it.

Featured5 min read

Google Ads for care homes: why you keep paying for job applicants

The single most common failure in care home advertising is not bad copy or a small budget. It is that most of the budget is being spent on people looking for work, not for a bed.

24 August 2026·Ben Martland

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AI searchAEO

Why ChatGPT names your competitor instead of your care home

It is almost never because the other home is better. It is because the other home is easier for a machine to describe. Here are the six reasons it happens, in order of how often they are the cause.

19 August 20266 min read

AI searchEnquiries

How families actually choose a care home in 2026

The shortlist is usually written before anyone picks up the phone — often by an AI assistant, from public records the home has never checked. Here is the real sequence, and where enquiries are being lost.

12 August 20266 min read

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