Home Care Marketing Guide UK 2026
Whito read the whole CQC register in August 2026. Half of England’s registered care services have no website on it. This page is about fixing that first, then being found.
Two readers, two doors
Owners stay here. Buyers go to the directory.
Owners read this page. Looking for home care? Check one on the Whito directory.
Run the business?
This page: your CQC profile, marketing costs, and being found by families.
Looking for home care?
Buyers: Check one on the Whito directory.
Finding
7,078 of England’s 14,509 registered home care agencies, 48.8%, have no website on the CQC register, and 27,551 of all 57,082 registered care services, 48.3%, are missing one, on the CQC care directory file dated 26 August 2026.
Source: Whito, whito.co.uk/research/add-website-cqc-profile, August 2026. Free to quote with a link to that page.
Start, Build, Scale
The right order for home care agencies
Do the stages in order. Nothing in Build works while Start is missing.
Start, Build, Scale for home care agencies: the free foundations first, then systems and proof, then measurement. The three stages are listed in full in this figure.
Start
- Your website added to your CQC profile
- CQC registration linked in text
- Fees, or the basis of them, published
Build
- One page per care type and town
- Staff and training shown
- A clear enquiry path for families
Scale
- Track enquiries to care packages by source
- Reviews from families, asked properly
- Keep the register current everywhere
What the register actually shows
Whito ran the national CQC care directory file on 26 August 2026. 27,551 of 57,082 registered services had no website recorded. For home care alone it was 7,078 of 14,509, 48.8%. A blank field means the CQC holds no website, not proof that none exists: three of ten blank entries we spot-checked had a live site.
That matters because the CQC profile page is the one page about your agency that families, councils and AI engines all trust. If the website field is blank there, your own site is a step further away from every one of them.
The fix is one email. The CQC provider portal is not a profile editor; the route the CQC names for profile page information is enquiries@cqc.org.uk. The guide below walks through it.
Three things that cost you visibility
A blank CQC website field
Half the sector has one. It is the first place a council commissioner or a worried daughter looks, and it says nothing about you.
Ratings as the only message
Whito never reprints CQC ratings and neither should your marketing lean on them alone. Families ask about the carers, the rota and the phone being answered.
No local page for each area you cover
A service-area business needs a plain page per town it covers, with the office address and the registered manager named.
Where to start
In order. Structure before scale.
Start: fix the public record
CQC entry complete, website field filled, Companies House details matching your CQC provider name. Registered manager named on your site in text.
Build: give machines something to read
HomeAndConstructionBusiness or LocalBusiness schema, one page per area, your fee structure stated in writing, the staff who answer the phone named with photos you own.
Scale: build the evidence layer
Reviews on Google and homecare.co.uk asked for systematically, a monthly check of what the engines say about you in each town, and the CQC report quoted accurately with its date.
The library
Every guide and study for home care providers
2 guides · 2 studies. All specific to home care providers, every figure dated.
GuideWhat Marketing Actually Costs a UK Home Care Agency in 2026
StudyHow to Get Your Website onto Your CQC Profile Page
StudyThe Invisible Half: 27,551 English Care Services Have No Website on the CQC Register
The register that matters
Care Quality Commission
Your CQC provider ID and registered manager on the site in text, and your website on the CQC profile. Whito’s study showed the register is missing 7,078 home care websites. Do not be one of them.
Two free things from us
Run the free Whito Visibility Check on your website. Seventeen checks, scored out of 100, every result shown on the page, no email needed: Check your site free
Or get your home care agency listed in our directory, free and checked against Companies House: List your business on Whito
Whito is not a care professional and this page is marketing guidance, not advice on registration, regulation or care practice. Register facts are from the CQC’s published care directory under the Open Government Licence, dated where stated. Ratings are never reprinted here.