Local SEO & Content Strategy for Family-Run Care Business

**1. Project Overview
** This care provider in Stoke Poges wanted to increase local visibility but didn’t know where to start. Their website was outdated, not mobile-friendly, and their Google listing had incorrect contact info. They approached Merto for a full digital refresh.

2. The Challenge

• Outdated, unresponsive website
• Wrong phone number on Google Business Profile
• Poor keyword coverage (no mention of local towns)
• Low trust due to lack of reviews & unclear messaging

**3. Our Approach
** We conducted a local SEO audit and competitor review.

• Rebuilt website with a soft, trust-focused design
• Rewrote page content with local keyword targeting
• Added “areas we serve” pages and testimonials
• Fixed business listings across platforms
• Created a review strategy to increase social proof

4. The Solution

• Clean, accessible WordPress website
• Custom illustrations & iconography for services
• Service area content targeting surrounding towns
• Embedded review carousel + enquiry forms
• Google and Bing profile claimed & fully completed

**5. Results & Impact
** ✅ 4x increase in contact form submissions
✅ Ranked on first page for “care company [town]” in 6 weeks
✅ 30+ 5-star reviews collected within 2 months
✅ Google profile views increased by 270%
✅ Bounce rate dropped by 40%

**6. Client Feedback
** “We’ve noticed a real difference. We now show up when people search, and families say the website feels personal and professional.”
– Director, FamilyCare Ltd

7. Tech Stack / Tools Used

• WordPress + Elementor
• Google My Business
• Bing Places
• Hotjar (UX improvements)
• Google Analytics 4

**9. Ongoing Engagement
**Merto delivers quarterly SEO content updates, monthly analytics reviews, and accessibility audits. We also fully manage and host the client’s website, keeping it fast, secure, and compliant. All updates, backups, and business listing optimisations are handled by us — giving the client complete peace of mind.