Launching Lovett Care

Setting a new standard for care sector websites

Following the acquisition of New Care, Lovett Care Group had grown to 28 homes and more than 1,800 beds across England and Wales.

Our recent brand transformation unified Lovett under one name, one vision and one visual system. The next step was translating that identity into a new website, built as the primary touchpoint for families, residents and care teams.

The brief was clear; build a platform that performs commercially, while celebrating the people at the heart of Lovett. We saw the opportunity to do more, and set a new benchmark for digital in the care sector.

The challenge

The new website had to solve several interconnected challenges:

Bringing two domains together without losing performance: Two websites needed to become one. We had to transfer authority from a stronger legacy domain into lovettcare.co.uk while protecting organic visibility. Local search was critical, as enquiries and occupancy depend heavily on it.
Supporting two very different user mindsets: Some families plan ahead. Others arrive in urgent situations following hospital discharge or social services involvement. The site needed to support both journeys with clarity and speed.
Changing expectations in the sector: Care websites often feel dated, clinical or hard to navigate. Lovett’s new brand stands for warmth, dignity and lived experience. The digital platform had to carry that feeling through, while still delivering measurable commercial results.

Discovery & definition

Our first task was to define the role of the platform, both structurally and emotionally. From a brand perspective, it needed to feel human and reassuring. From a performance perspective, it needed to drive visibility and enquiries without friction.

We audited both legacy sites, analysed user behaviour and reviewed competitor experiences to identify where the real opportunities lay. That insight informed a rethink of the information architecture, ensuring the platform worked as hard commercially as it did for users.

SEO was embedded from the outset. We assessed existing domain visibility, mapped competitor performance and developed a keyword strategy centred on local intent, bringing brand, UX and performance together early in the process.

UX and design

Families don’t browse care home websites casually. They arrive with weight.

Some are planning ahead, researching carefully. Others are navigating urgent discharge or social services involvement. Two very different emotional states, both requiring nuance.

We structured the experience around these two distinct journeys. For urgent situations, we prioritised speed and clarity, introducing direct call routes and streamlined enquiry paths. For those planning ahead, we developed richer content and practical guides to support considered research.

Visually, we treated the website as any modern digital platform. Instead of defaulting to care sector conventions, we created a calm, confident, and contemporary experience, with generous white space, a mature colour palette and a clear typographic hierarchy that feels premium and considered.

Accessibility was embedded throughout, from colour contrast and font sizing to responsive behaviour across devices.

Build and platform architecture

Behind the scenes sits an infrastructure designed to support a growing estate of 28 homes and counting.

As one of the UK’s leading Craft CMS partners, we recommended Craft for its flexibility and editorial control. The platform gives Lovett’s team the freedom to grow their digital presence, from new location pages to campaign content, without weakening performance foundations.

A bespoke CRM integration replaced manual enquiry handling, improving lead capture and visibility across the estate. Fast load times, modular components and responsive frameworks ensure the platform performs reliably today and remains robust for tomorrow.

SEO strategy and search consolidation

SEO shaped the platform from the ground up. As part of the domain migration, we removed low-value legacy content, reworked subject hubs like the Dementia Guide around real user intent, and strengthened core pages with clearer local detail and visible trust signals.

Keyword insight guided where we went deeper and where we streamlined. High-intent searches such as “care homes in Manchester” informed dedicated location pages designed to compete in the Local Pack and convert efficiently once users arrived.

Structured data was layered across care home, service and organisational pages, improving entity clarity and helping search engines and AI systems better understand and reference the Lovett brand.

Migration and launch

Consolidating two domains into one carries inherent risk, particularly where local visibility directly impacts enquiries and occupancy.

While migrations can be unpredictable, this one was smooth and stable, protecting rankings and creating a stronger, unified foundation for long-term organic growth.

Through detailed planning and close management within Google Search Console, authority was successfully transferred from the legacy domain into lovettcare.co.uk without disruption, strengthening performance across priority locations.

The results

The new Lovett Care website now sets a clear benchmark within the care sector, commercially, technically and experientially. But what do the numbers say?

Search visibility and ranking improvements

90% increase in sessions
56% increase in Local Pack rankings
43% improvement in overall average position, moving from 34.9 to 19.9

AI visibility

828% increase in AI audience
460% increase in AI mentions

Brand engagement

26% increase in engagement rate
10% increase in clicks for “Lovett” branded queries

Conversion

70% increase in conversion rate
19% increase in form submissions

Beyond the metrics, the site has strengthened brand consistency across all 28 homes, simplified internal processes and created a scalable platform ready to support future expansion.

In an industry often defined by dated, clinical experiences, Lovett Care now sets the standard.

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