Pearl Healthcare provides residential and specialist care across its homes in the South East. When Sam Sherwood came to us in April 2024 looking for a marketing proposal, it quickly became clear that marketing spend would be wasted without first fixing the foundations. The website had to come first.
Families make emotional, high-stakes decisions when choosing a care home. Before they call, they are reading your site, watching how it feels, and asking themselves whether they can trust the people behind it. Pearl's existing website was not answering that question well enough.
The Problem With the Existing Site
The site was functional, but it was doing the wrong job. It led with facilities rather than people, and it gave families no reason to feel confident about the care they would receive. There were no dedicated service or location pages, which meant the site was invisible for the searches that matter most to a care home. There was no video content, no strong photography, and no analytics tracking in place, so there was no way to know where enquiries were coming from or what was working.
Usability and accessibility were also issues. The site presented barriers to the very people it needed to serve, including older visitors and family members navigating an already stressful process.
Our Approach
Families trust people, not places. That principle shaped every decision we made on this project. The rebuild needed to put residents, staff, and real life at Pearl's homes front and centre, supported by video, honest photography, and a structure that search engines could actually read and rank.
We also knew this website had to do more than look better. It needed to be the platform that SEO and wider marketing activity would be built on. Getting the architecture right from the start was not optional.
How the Project Ran
Discovery and copy
We sat down with Sam to understand the business properly: the homes, the care offered, the families Pearl serves, and what makes the team proud of what they do. From that, we rewrote all site copy from scratch and created new informational content to fill the gaps that had left the site invisible in search.
Rebrand and design
Pearl rebranded during this period. Rather than treating this as a complication, we built it into the workflow. The new brand identity informed wireframes and design rounds, with each stage reviewed and signed off by Sam before moving forward.
Build
We built the new site in Webflow in around two to three weeks. Imagery and photography were central to the design, not added as an afterthought. Every page was built to support both the user experience and the SEO foundations laid during the copy stage.
Testing and amends
Before launch, we handed the site to Sam for a full review. Feedback was addressed in a structured round of amends, ensuring nothing went live until it was right.
Launch
The old site was migrated to Webflow with analytics and Cookiebot implemented from day one. For the first time, Pearl had full visibility of where enquiries were coming from and how visitors were behaving on the site.
Where Things Stand Now
Analytics are live for the first time. Sam can now track enquiry sources, monitor traffic, and make decisions based on real data rather than guesswork.
The marketing phase is underway, with a focus on content, search engine optimisation (SEO), and organic visibility across Google and AI platforms. With the right structure now in place, that work has solid foundations to build on.
A video testimonial was also captured with Sam at Battersea Power Station, adding a genuine human voice to the Pearl brand that no competitor can replicate.
To understand how the right website structure supports long-term SEO performance for care homes, see how we approach website design and build for the care sector.
If Pearl's journey sounds familiar, you can talk to us about where your own site is letting you down.
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