Right at Home is a multi-award winning homecare franchise with a network of 70 local offices around the UK. They offer a range of quality at-home care services, providing a trusted and friendly face to vulnerable adults and seniors. 

At the heart of everything they do are their four core values: Trust, Quality, Compassion and Respect. Right at Home always goes the extra mile, earning the highest Client recommendation scores of any national homecare provider.

As the demand for at-home care grows ever larger, the homecare sector becomes more competitive. Beyond competing with external companies, Right at Home found itself battling for organic traffic with its own network of franchise offices.

Working with CTI Digital, Right at Home took on a full re-platform of their legacy website to build a foundation for each franchisee to gain better visibility in their territory. 

This project was about increasing visibility and building a web presence that accurately reflected the award-winning brand and its dedication to quality. 

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 franchise as duplicate content—the effect of widespread cannibalisation that decreased 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. We supported the network by providing franchise owners with content templates and training to create localised variations. 

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

One of the project's principal objectives was to encourage franchise managers to take ownership of their own marketing. Engaging 70+ stakeholders with beginner-level digital knowledge was a challenging 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 allowed the client to continue growing. 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, build campaigns for new locations, and 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. This 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. Still, the Paid Media team at CTI Digital surpassed their targets for this results-driven network of clients.