When a family searches "care home near me" or "nursing home in [town]", the first thing Google shows isn't a list of websites — it's the map, with three highlighted local listings above everything else. That map box is powered entirely by Google Business Profile, and if yours isn't set up properly, you're invisible in exactly the moment a family is ready to act.
The good news is that Google Business Profile is free, and getting it right doesn't take long. Here's how to set one up properly, step by step.
Claim or Create Your Profile
Start at business.google.com and search for your care home's name. If a listing already exists — often created automatically by Google from public data — you can claim it. If nothing exists yet, you can create a new one from scratch.
Either way, you'll need to verify that you're authorised to manage the business. Verification is most commonly done by postcard sent to the home's address, which typically arrives within 5 to 14 days and contains a code you enter online. Some businesses qualify for faster phone or email verification, depending on category and history.
Choose the Right Category
Category is one of the most overlooked settings, and it has a direct effect on which searches you appear for. Choose a specific category such as "Aged Care Home" or "Nursing Home" rather than something generic like "Health Care" — Google uses this field heavily when deciding whether to show your profile for a given search.
You can add secondary categories too. If you offer respite care, dementia care, or assisted living alongside standard residential care, add those as additional categories so you show up for those searches specifically.
Fill In Every Section Completely
An incomplete profile is a weaker profile — both because Google favours complete listings and because a half-filled page looks less trustworthy to a family scanning search results. Make sure the following are filled in:
- Full address, exactly matching what's on your website and any directory listings
- Phone number, ideally a local or direct line rather than a call centre number
- Website URL, linking to your homepage or a dedicated landing page
- Opening hours, including whether visits are by appointment
- A business description that mentions the type of care you provide and your location in plain language
Consistency matters here. If your address is written slightly differently across Google, your website, and directories like Lottie or carehome.co.uk, it can quietly undermine how much Google trusts the listing.
Add Real Photos, Regularly
Profiles with photos receive significantly more attention than those without, and families specifically look for photos of the building, communal areas, and bedrooms before deciding to enquire. Upload genuine photos of your home rather than stock imagery — families can tell the difference, and it matters more here than almost anywhere else on your marketing.
Add new photos every so often rather than uploading a batch once and never returning. Seasonal activities, refurbished spaces, or new communal areas are all worth sharing as they happen.
Ask For and Respond to Reviews
Reviews are one of the strongest trust signals a Google Business Profile can carry, and they influence both ranking and whether a family clicks through. Ask families directly after a positive experience — a simple link makes it easy for them to leave one.
Respond to every review, positive and negative. A thoughtful reply to a negative review, handled calmly and professionally, often reassures prospective families more than the negative review itself concerns them.
Keep It Active
A profile that's set up once and never touched again tends to fade in visibility over time. Posting an update once or twice a month, adding fresh photos, and replying to reviews promptly all signal to Google that the business is active and well-managed.
Worth remembering: Google Business Profile is often the very first thing a family sees about your care home — before your website, before a phone call. It deserves the same care as any other part of your marketing.
Bringing This Together
A complete, accurate, and active Google Business Profile puts your care home directly in front of families at the exact moment they're searching nearby. It costs nothing but a bit of time to set up properly, and the payoff — appearing in that map box above the standard search results — is one of the highest-value things a care home can do for local visibility.
If you'd like help setting up or optimising your Google Business Profile alongside the rest of your local SEO, get in touch with Passion4Branding. We work exclusively with care homes and handle this as part of our SEO and directory optimisation service.
Frequently Asked Questions
Is a Google Business Profile free for care homes?
Yes, creating and managing a Google Business Profile is completely free. There is no cost to claim your listing, add photos, or respond to reviews.
How long does it take to verify a Google Business Profile?
Verification is usually done by postcard, which typically arrives within 5 to 14 days. Some businesses are eligible for faster phone or email verification depending on their category and history.
What category should a care home use on Google Business Profile?
Most homes should use a specific category such as "Aged Care Home" or "Nursing Home" rather than a generic one, since Google uses this to decide which searches your profile appears for. Additional categories can be added for services like "Assisted Living Facility" if relevant.
How often should a care home post updates on Google Business Profile?
Once or twice a month is enough to keep a profile active. Regular photo uploads and prompt review responses matter more for visibility than frequent posts.
