Design
First impressions count: enhancing care home appeal
Iain Corrigan, commercial director at CoolCare, explores the key initial touchpoints – both online and physical – that can enhance the appeal of care homes
Creating strong first impressions for a care home is one of the most important steps in building trust and credibility with prospective residents and their families. The initial moments when someone interacts with your home, whether digitally or in person, set the tone for how they perceive the quality and warmth of the care you provide. In an industry where compassion and reliability are at the forefront, a positive first impression can make all the difference in building confidence.
Creating impactful first impressions is not just about looking good, but actually doing good. CoolCare’s recent launch of its ‘Connected Reception’ – designed to create a more digitised and welcoming experience for both staff and guests – got me thinking about the importance of first impressions. First impressions can broadly be
categorised into two categories: online and physical. Each plays a unique yet interconnected role in shaping perceptions. Online first impressions, driven by the accessibility and quality of your digital presence, are often the first point of contact for potential clients. A well-designed website, engaging social media profiles, and prompt, empathetic communication can reassure families before they even set foot in the care home. Meanwhile, physical first impressions occur when visitors experience the environment and interactions within the care home itself. From the welcoming demeanour of staff to the cleanliness of the facilities and the vibrancy of resident life, these tangible elements convey the home’s commitment to comfort, safety, and care.
Online first impressions Accessible website
A professional and user-friendly website is often the first interaction a prospective resident or their family has with a care home, making it a vital tool for creating
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Leveraging online reviews Positive online reviews are a powerful tool for building trust and transparency, offering an authentic glimpse into the experiences of those who have interacted with the care home previously. Encouraging satisfied families and residents to share their testimonials can reassure prospective clients that the care home consistently delivers on its promises of high-quality care and support. These reviews often serve as personal endorsements. Display these testimonials prominently on the care home’s website and social media platforms so that they are visible to those looking. By responding graciously to both positive feedback and constructive criticism, care homes can demonstrate their dedication to continuous improvement.
a positive first impression. The website should be thoughtfully designed to be easy to navigate, ensuring visitors can quickly find the information they need without frustration. Clear and concise details about the care home’s services, facilities, and contact options should be prominently displayed. High-quality visuals, such as photos or virtual tours, can enhance engagement by providing a welcoming glimpse into the home’s atmosphere. Additionally, incorporating accessibility features, such as adjustable text sizes and compatibility with assistive technologies, demonstrates inclusivity and consideration for all users, something that you’d expect to be replicated with the care on offer in the home. The website should make it easy for families to explore their options and confidently take the next steps.
Efficient enquiry process A comprehensive online enquiry process is essential for creating a seamless experience for prospective residents and their families. By incorporating digital enquiry forms and live chat tools, care homes can ensure that families receive prompt and personalised responses to their questions. Technology can help care home providers with quality and timely communication – such as sending brochures and making contact at the right times. This ensures that your admission rates versus enquiries received are maximised and makes sure you are making the most of your marketing and promotional activities. It is about nurturing potential residents with the same attention and care as you provide to current residents. With tools like an enquiry tracker, automatic task creation, and to-do lists, staff can efficiently manage and follow up on every enquiry, ensuring no opportunities are missed. User dashboards provide instant access to live occupancy and enquiry data, helping teams make informed decisions
www.thecarehomeenvironment.com February 2025
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