A few businesses I've helped leave their mark.

Housing 21

Retirement and extra care housing · care village

Over 100 enquiries — from a small budget.

The challenge —A national provider needed enquiries for one of its care village locations, with a modest paid budget and an audience that most advertisers get wrong. I was brought in by a marketing agency specifically for my care-sector knowledge — they had the reach, but not the understanding of how families and older people actually make this decision.

What we did:

• —Paid social campaign — built and ran a brochure-download lead magnet, aimed at people at the researching stage rather than the ready-to-move stage.
• —Audience testing — tested and refined until the spend was going where it worked hardest.
• —Organic social — managed alongside the paid activity, so the two supported each other rather than competing.

The result —Over 100 high-intent enquiries from a modest spend. In a single month the brochure-download campaign delivered 89 leads at £2.54 each — comfortably below the industry benchmark — with women aged 65 and over proving the strongest and most cost-efficient audience.

We Care Group

Residential and nursing care · multi-site group

Three years. 2,900% more reach. All organic.

The challenge —A care group whose social media was doing what most care social media does — sharing information. Useful, but forgettable. The homes were full of genuine warmth and real stories, and none of it was reaching the families, professionals or future employees who needed to see it.

What we did:

• —Repositioned the content — moved the group from posting updates to telling stories, celebrating residents, teams and the everyday moments inside the homes, all rooted in their values of Family, Honesty and Respect.
• —Day-to-day social — group-level and individual home pages, planned monthly across Facebook and LinkedIn.
• —Paid ads where they earn their keep — targeted campaigns when a particular home needed a boost to bridge an occupancy gap.
• —Flagship events — amplified the annual Shining Star Awards, which delivered record reach and engagement across the group.
• —Monthly reviews — regular reporting, with the month's top-performing content reviewed together so the plan keeps improving.

The result —Over two years: Facebook reach up more than 2,900%, engagement up more than 500%, and over 2,000 new LinkedIn followers — all achieved organically, with no paid boost behind the growth.

Summit Care Group

Residential and nursing care · new group, fast growth

From zero followers to a growing brand.

The challenge —Summit Care Group launched in January 2025 with no digital presence at all — no following, no content, no voice. I was asked to build it from scratch, a natural step having already run social media for their sister organisation, We Care Group.

What we did:

• —Built the presence — grew the Facebook audience organically from nothing to over 370, with content showing life inside the homes, celebrating the teams and supporting occupancy.
• —LinkedIn — developed Summit's LinkedIn from launch, helping build a combined network audience of over 5,200.
• —Targeted paid campaigns — occupancy-focused campaigns for newly acquired homes in Bradford, plus awareness pushes around Care Home Open Week and other sector moments.
• —Growing with them — strategic content, brand development and digital marketing as the group has expanded — most recently taking on a home with over 100 beds.

The result —From launch through to continued growth, a trusted partner telling the story of an ambitious, fast-growing care group — with a digital presence built entirely from the ground up.

Home Instead Salford

Home care · franchise office

Marketing that sounds like the care you give.

The challenge —A branch built on trust, familiar faces and being there when it matters — with marketing that needed to feel exactly the same. Franchise content has a particular difficulty: it has to feel genuinely local and personal while staying true to a national brand's guidelines and tone of voice.

What we did:

• —Social media — planned and created across Facebook, Instagram and LinkedIn, doing two jobs at once — reassuring families and attracting the right Care Professionals.
• —Monthly newsletters — designed and written every month, an unbroken run from October 2025 onwards.
• —Video and interviews — a filmed Q&A with Susan, the franchise owner, giving families a real face and voice behind the branch.
• —homecare.co.uk news articles — published to keep the profile active where families are actively searching.
• —Branded campaigns — including campaigns around Dementia Action Week, plus recruitment content and community stories.

Lumina Leadership

Care sector leadership and learning

From LinkedIn voice to full digital partner.

The challenge —Claire, the founder of Lumina Leadership, needed a visible voice in the care sector — a personal brand that would raise Lumina's profile and position her as someone worth listening to. It started as one channel, and grew into something much broader.

What we did:

• —LinkedIn — eight months managing Claire's presence, growing her personal brand and Lumina's visibility as a trusted voice in the sector.
• —Lead generation — lead magnets, landing pages, email campaigns and automated sequences.
• —Design and print — digital and printed brochures, A6 flyers and newsletters.
• —Content repurposing — multi-channel content repurposed into email and LinkedIn carousels, so each piece of thinking works several times over.
• —Mailing list — grown steadily, laying the foundations for ongoing engagement and lead generation.

The result —What began as LinkedIn management has become a full digital marketing partnership supporting Lumina's wider growth strategy — with further plans in place to expand its digital presence.

Prime Care (GB) Ltd

Residential care · care home group

Finding out why the enquiries weren’t coming in.

The challenge — When I first came on board, Prime Care’s occupancy was very low and nobody could work out why the enquiries had dried up. The homes had a lot going for them — Marina Care Home, for example, sits right by Marina Lake. Somewhere between a family starting their search and picking up the phone, though, people were being lost.

What we did:

• — Website audit first — a full review turned up the biggest problem straight away: the enquiry form was linked to an old email address, so enquiries from families were going nowhere.
• — Rebuilt the websites — redesigned and rebuilt the sites for Marina Care Home and Daffodil Lodge, with domains, hosting and ongoing updates looked after.
• — A full customer journey — mapped and rebuilt every step a family takes, with consistent branding so it all feels like one trusted place.
• — Reset the social media — brought it back to fewer, better posts with clear images and a warm, consistent voice.
• — Made it easy for the teams — staff send photos and a quick note over WhatsApp, and I turn them into polished Facebook posts.

The result — Occupancy is now very strong, so when a bed becomes available the homes are already in a strong position. Their social media is professional and consistent, their websites showcase the family feel that makes them special, and — most importantly — every enquiry now reaches the people who can help.

The Circle Websites

Care, funeral, and independent businesses

Websites that come full circle.

The challenge —There's a pattern almost everyone recognises. You pay a large sum up front, you get handed a website, and then you're left with no support — unsure how to update it, who's hosting it, how it's doing on Google, or what happens next.

What we did:

• —The site — designed and built around the brand, mobile-first and structured to be found.
• —Domain and hosting — registered and managed, so it's one less thing to think about.
• —Ongoing support — for as long as it's needed — updates, refreshes when a brand changes, and the technical side handled.
• —Sites built and looked after: Marina Care Home (marinacarehome.co.uk) · Daffodil Lodge Care Home (daffodil-lodge.co.uk) · The Busi Bee VA (thebusibee.co.uk) · Studio96 Dance Academy (studio-96.uk) · Attollo Solutions (recruitment sector) · Manchester Skip Hire (commercial services) · plus Yolo Funeral Services, Castleton's Funeral Services and Rembuild [ URLs still needed from Clare ]. · Just For Friends (justforfriends.uk)

The result —Sites their owners are proud to send people to — and that stay current, because they're never left on their own with them.

YOLO Funeral Services

Funeral directors · Manchester

A funeral director with a difference — and a brand to match.

The challenge — YOLO set out to be a funeral director with a difference: bright, modern and part of the community, rather than hushed and traditional. Their online presence needed to reflect that and help families find them when they need them most, often while searching in grief.

What we did:

• — Website redesign — a modern, compassionate site using YOLO’s bright colours to show families straight away that this is a different kind of funeral director.
• — People first — the site leads with the team and their story rather than price, so families know who they’ll be dealing with before they pick up the phone.
• — SEO blogs — two a month, using a rank-then-guide approach that targets what families search for, then gently helps them understand their options.
• — Google Ads — managed campaigns refined with local Manchester and Withington keywords so the spend reaches families nearby.
• — Performance reporting — clear reports on website and ads data, with practical next steps.

The result — Google search clicks are up nearly 14% and visitors from ads almost 16%, at just over £4 a click. Nearly half of everyone who searches for YOLO by name clicks through, and the people-first approach is working: Meet the Team and Our Story are the most engaging pages on the site.