How do you optimise for organic visibility when you operate over 70 websites, each with almost identical service offerings? You ask the experts.
Right at Home’s legacy website saw each franchise housed in a subfolder, rather than on a separate site. As a result, Google viewed content for each separate franchise as duplicate content. The effect: widespread cannibalisation that was decreasing visibility in organic search.

We addressed this with a comprehensive optimisation project. Our content team assigned target keywords to every page and reworked the copywriting to create unique, valuable, and reader-friendly content. 
We needed to maintain brand consistency whilst avoiding duplication. By providing franchise owners with content templates and training, we then supported the network to create localised variations. 

We concentrated our efforts on optimising for local SEO and achieved great position rankings at both a national and local level for both key services and some very competitive terms. 

One of the principal objectives of the project was to encourage franchise managers to take ownership of their own marketing. Engaging 70+ stakeholders with beginner-level digital knowledge was no easy feat. 
We tackled this by setting up easy-to-digest Google Data Studio dashboards to allow each local office to see advertising results at a glance. We also distributed comprehensive best practice guides, focused on translating the actions that franchisees could take themselves.

During the client's annual conference, we delivered four training sessions explaining how to find opportunities from within the dashboards and taught best practice content creation for SEO. These efforts empowered each member of the Right at Home family to contribute to the brand's shared success.  

Tackling technical issues, optimising content, and localising every duplicate page, we paved the way for a new site build and launch, to get Right at Home back on track. 

Migrating the CMS from WordPress to Umbraco 8 offered the client the freedom to continue to grow. This was especially important as the client had added several new offices joining the network and had plans to add even more in the following year.

Beyond scalability, another major benefit was a drastic improvement in site speed. The newly designed sign successfully offers an improved, seamless user experience. 

In the world of franchising, business owners are time-poor and rely on fast-paced, high-quality conversions. Paid search advertising plays a huge role in client and carer recruitment for Right at Home. 

Our approach was to optimise existing activity and build campaigns for new locations, as well as expand recruitment activity. We began by auditing the account to inform our strategy for optimisation. We identified USPs for different types of clients and potential employees to make the ad copy more engaging, which allowed us to put Right at Home directly in front of their target audience and drastically increased conversions.

Navigating tight restrictions imposed on the healthcare sector and managing an account for over 50 stakeholders was no easy feat, but the Paid Media team at CTI Digital surpassed their targets for this results-driven network of clients.