Digital marketing for aged care providers

Aged care providers: turn family searches into qualified enquiries.

Families looking for aged care are often worried, overwhelmed and under pressure to make the right decision for someone they love. We help your website become easier to find, easier to trust and easier to enquire through.

Get your free enquiry check See the family journey

Families are already searching. The question is whether your website is helping them take the next step.

Aged Care Residential care, retirement living, home care

Healthcare Adjacent Healthcare, community, medical and support sectors

Trust-Led Services Organisations where credibility and care matter

In business since 2000

Healthcare-adjacent client results

SEO, content, Google Ads and local search

Link building, SEO and conversion strategy

You’ll be in good company

67% CPA reduction in the first quarter of healthcare-adjacent optimisation work.

5.8x Reported organic traffic impact through SEO, content and authority building.

25+ Years helping organisations grow through search, content and digital strategy.

$3.5k+ Best suited to providers ready to invest monthly in serious digital growth.

The real decision journey

Families do not choose aged care lightly.

Aged care searches often begin when something changes at home. A parent may need more support. A fall, a hospital visit, memory concerns or carer burnout can suddenly make the next step feel urgent.

That search often comes with emotion. Families may feel guilt, fear, confusion or pressure. They want to make the right decision, but they do not always know what to look for or who to trust.

That is when they turn to Google and AI chats. They compare providers, read service pages, check locations, look for reviews, scan photos and search for answers. They are trying to work out which provider feels safe, credible, caring and easy to contact. This can all happen before you even know they exist.

They look for answers before they make an enquiry

Families search for care options, costs, support levels, respite, dementia care, location-based services and what to do next.

Trust

They choose the provider that feels clear and safe

Helpful content, clear service pages, strong local visibility and a healthy website all help a family feel more confident taking the next step.

Enquiry

They contact the provider(s) that makes it easiest

If the website is hard to find, hard to use or hard to trust, the enquiry may go to another facility.

Families cannot choose a provider they cannot find, understand or trust. If your website is hard to find, unclear or difficult to enquire through, they may never make it to your admissions team.

Why it works

Three channels. One enquiry strategy.

The channels matter, but only because they support the bigger outcome: more visibility, more trust and more qualified enquiries from families already searching for care.

Content

Answer the questions families are already asking

Build helpful content around the real questions families ask before they enquire, including costs, care types, locations, respite, dementia support and what happens next.

Authority

Strengthen visibility in Google and AI search

SEO, local SEO, link building and technical website health help search engines and AI tools understand why your organisation should be visible for relevant queries.

Ads

Use Google Ads to support lead generation

Paid search can help generate enquiries faster, but it works best when the website, content and enquiry pathways already support trust and conversion.

Each investment should support the next. Better content builds trust. Technical health supports visibility. Local SEO and Google Ads help families find the right page when they are ready to act.

Our approach

Start with what could be blocking enquiries.

It is easy to spend money on ads before the website is ready. We start by finding the issues that may make your website harder to find, harder to use or harder to trust.

Check the website

Run a simple Site Audit

We identify SEO, technical and content issues such as crawl problems, broken links, page errors, metadata gaps, weak internal links and other site health issues.

Fix the foundation

Make the site easier to find and trust

Technical SEO, content improvements and clearer enquiry paths help create a stronger foundation for search visibility and family confidence.

Then scale leads

Use SEO, content, local search and Google Ads together

Once the foundation is stronger, growth activity has a better chance of turning search visibility into a steady flow of qualified enquiries.

Skip the foundation and you risk paying for traffic that does not convert. We do not want that.

Content that meets the moment

Families search with practical questions and emotional weight.

Strong aged care content should not feel like generic marketing. It should help families feel informed, reassured and ready to take the next step. The right content answers the questions people ask when they are uncertain, emotional or comparing care options for someone they love.

Care options

What level of care does Mum or Dad need?

Content that explains residential care, home care, respite, dementia care and the signs a family may need extra support.

Search intent Discuss this

Reassurance

How do families know they can trust a provider?

Content that communicates safety, care philosophy, staff support, lifestyle, community, reviews, accreditations and what families can expect.

Trust signal Discuss this

Local search

Which aged care homes are near me?

Local SEO and Google Business Profile optimisation help families discover providers based on suburb, location and service needs.

Local SEO Discuss this

Costs and process

What does aged care cost and what happens next?

Clear content can reduce uncertainty by explaining fees, assessments, next steps, tours, admissions and who to speak with.

Decision support Discuss this

Enquiry pathway

How easy is it for a family to take the next step?

Calls-to-action, phone visibility, form clarity and page structure can affect whether a worried family enquires or keeps looking.

Lead generation Discuss this

Urgency and timing

What happens when care is needed sooner than expected?

Content that helps families understand urgent next steps, booking a tour, speaking with admissions, respite options and how to start the conversation without feeling lost or judged.

Ready to enquire Discuss this

The offer

Free Aged Care Website Enquiry Health Check.

This is a lightweight Site Audit, not a full custom audit, competitor review or detailed strategy project. It is designed to quickly show whether website health issues could be getting in the way of visibility, trust and enquiry generation.

We run the site audit

We check for crawl issues, broken links, page errors, metadata gaps, internal linking issues, content structure problems and obvious technical SEO issues.

We summarise the issues clearly

You get a practical view of issues that may be making the website harder for families to find, use or trust.

We talk about what is worth fixing

If there is a good fit, we can discuss SEO, content, local search, Google Ads and a steady enquiry growth strategy.

Client results

Real outcomes across healthcare-adjacent, community and trust-led sectors.

Matter Solutions has delivered measurable digital growth outcomes across healthcare-adjacent, community, legal, professional services and public-facing sectors, with work spanning SEO, Google Ads, content, website performance, conversion tracking and strategic link building.

67%

CPA reduction in first quarter

Healthcare-adjacent work with Ontex included Google Ads optimisation, conversion tracking, SEO, UX improvements and KPI management.

5.8x

Reported organic traffic impact

SEO work included onsite optimisation, technical SEO, internal linking, content strategy and link acquisition.

40%+

Further CPA improvement

Ontex optimisation continued beyond the first quarter, with later CPA reductions including 30%, 16% and 40%+.

Months of SEO growth

A real link-building campaign for a web design client showed measurable SEO growth over nine months.

View case study

Healthcare adjacent

Ontex Healthcare

Relevant work across SEO, Google Ads, digital strategy, conversion tracking, website visibility, WordPress and web development support.

Community and public-facing

Samoa Police Service

Public website and SEO work covering WordPress web design, website structure, usability, hosting and security.

Trust-led support

Windgap Foundation and Act for Kids

Experience supporting organisations where reliability, trust, care and clear digital guidance matter to the people they serve.

Professional services

Legal and service-based sectors

SEO and link-building outcomes across legal and professional service industries demonstrate that the strategy can be applied beyond one niche.

Video case study

Link building that compounds.

A real campaign. Nine months of measurable SEO growth. This video shows how strategic link building can strengthen visibility over time when it is part of a wider SEO and content strategy.

Strategic Link Building Drives Nine Months SEO Growth for Web Design Client

The aged care market is different, but the mechanism is relevant: content needs authority behind it if it is going to hold visibility against competitors.

Shows how link building supports SEO visibility over time.
Demonstrates that results compound when strategy, content and authority work together.
Supports the bigger aged care campaign story: build trust, improve visibility and create a clearer path to enquiries.

Client testimonials

What trust-led organisations say about working with Matter Solutions.

What our clients say about the work we do...

This company is more than a typical digital agency, they act as true partners to your organisation. This professional organisation will work to your requirements and act proactively, suggesting best methods and not afraid to steer you in the right direction. I cannot recommend Ben, Victoria and the team highly enough.

Katrina Locke

Strategy, Ontex Healthcare

Matter Solutions have been hosting our Windgap website for a number of years and have done a fantastic job at keeping it up-to-date and secure. Best of all they are proactive and help out promptly whenever we need it. We would highly recommend Matter Solutions to anyone looking for website support or solutions.

Windgap Marketing

Website hosting, support and security

Matter Solutions have provided excellent support to Act for Kids, helping us to create a detailed Digital Marketing Plan focused on search engine optimisation (SEO).

AFK

Act for Kids

Digital marketing plan and SEO strategy

About Matter Solutions

We help you focus on what matters: being found, trusted and contacted by the right families.

Digital marketing always involves trade-offs. Our role is to make the right decisions in the right order, so your website, content, SEO and ads work together instead of competing for budget.

The goal is not more activity for the sake of it. The goal is a clearer path from search to trust to qualified enquiry.

Learn about us

25+

Years in business

$3.5k+

Best-fit monthly growth budgets

SEO

Content, local search and technical foundations

Ads

Google Ads and remarketing support

Work with us

Find out what could be making family enquiries harder.

Request a free Aged Care Website Enquiry Check. We will look for website issues that may be making it harder for families to find, use or trust your site. Best suited to aged care providers who are ready to invest consistently in digital growth and want a steadier flow of qualified family enquiries.

Get your free enquiry check

We will check whether SEO, technical or content issues may be making it harder for families to find, use or trust your website.

Get my enquiry check

Prefer to talk first?

If you are ready to invest consistently in visibility, trust and lead generation, we can talk through what could be possible.

Start the conversation

Next step

Let’s make it easier for the right families to take the next step.

Fill in the short form below and we’ll take a practical look at your website. You do not need to know exactly what is wrong. We will look for the issues that may be making it harder for families to find you, trust you and enquire.