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Who they are
Bright Care is a well-established in-home care service provider with branches across Scotland and the south of England. Focussing solely on private paying customers, they emphasise in personalised care plans, consistency in caregivers, and supporting clients to remain in their own homes.
Founded in 2009 by Tim and Louise Cocking, Bright Care was born out of their own frustrating experience in arranging care for a beloved elderly family member. Their goal was to create a care provider, operating independently from the local authority care system that would enable clients to live their later years with peace, security, and purpose, all while staying in the comfort of their own homes.
What they do
Bright Care provide a range of elderly care services, including:
- Hourly daytime care: Typically involving two-hour sessions during the day, ideal for those needing a bit of extra support.
- Overnight care: Where care is required throughout the night, provides a reassuring presence from 10pm to 7am.
- Live-in care: When the support required exceeds around 6-8 hours per day, live-in care is a great option. A carer is on-hand to help, day and night.
- Call out & emergency: Included in the care package for all clients. Bright Care have team members available 24 hours a day.
- Dementia and Alzheimer’s care: Bright Care specialise in providing expert care to those living at home with Dementia and Alzheimer’s. Remaining at home, in familiar surroundings with regular routines can reduce stress and anxiety.
Bright Care develops a custom care plan for each client, ensuring they receive the precise level of care they need.
What they needed
Faced with increasing competition and evolving consumer expectations, Bright Care sought assistance from Calibre Marketing to enhance their marketing strategy and results. Their aim was to expand their position as a trusted provider of elderly home care services.
Specifically, they were aiming for 80-100 client leads per month. A figure they were some way from meeting.
What we did for them
To begin, we conducted a Brand Discovery workshop to gain a deep understanding of Bright Care’s business, market, and specific challenges. We then performed a thorough review of their existing marketing activities and online presence, identifying key areas for improvement.
We took immediate action by making substantial changes to their PPC program, significantly optimising their website, and initiating several crucial development projects including those regarding link building etc. We also developed a custom electronic newsletter which we have been issuing every month since. This goes to a growing audience and receives a great level of interaction.
Our work continues today with ongoing optimisation and refinement of their website and digital presence. This includes identifying and developing new web pages, optimising and updating existing content, and adapting the site to the dynamic changes within the industry. We continuously enhance their content to ensure Bright Care maintains a competitive edge.
What was achieved
As with all clients, we record monthly metrics so that we can identify growth and focus our efforts depending on results. This also allows us to look back and see the impact made over time. We gather data from a range of sources to ensure accuracy.
We first began working with Bright Care in Q3 2022.
Website
At this point, the website was seeing an average of 5,000 unique users, 6,000 sessions per month. Within 12 months, we had increased the average number of unique users per month to 8,500 and sessions to 10,250. An increase of 70% and 67% respectively. Fast forward to today and we are now seeing an average of 11,500 unique users and 13,000 sessions per month. More than a doubling of both metrics.
PPC (Google Ads)
As ads were already running when we took over management, we began by firstly optimising and tweaking the existing ads to see how well they could perform. We quickly identified that new campaigns needed to be created with carefully curated content and assets.
When we first gained access to the account, the ads were on average accounting for 19.4% of all website users and the average cost per click was £2.77. With the average cost per conversion at £175.
Within 6 months, from partly tweaking the original ads and producing a set of new ones, we were able to reduce the average cost per click to just 87p, a 69% saving. The average cost per conversion also dropped to £22.83, an 87% saving. Today and following ongoing management we have managed to bring the average cost per conversion down to £15.38.
Client testimonial
Working with Calibre Marketing has been a game-changer for the marketing outputs of our business. Their strategic insights and tailored approach to our specific needs have yielded remarkable results. We’ve seen a significant increase in lead generation and a noticeable improvement in our visibility online since partnering with them. The team is professional, responsive and we have enjoyed working with them.
Tim Cocking
Managing Director at Bright Care
Summary
We firmly believe that our work over the past two and a half years has significantly contributed to Bright Care’s continued success.
The improvements to both their website and PPC campaigns have dramatically increased both the quantity and quality of leads. Bright Care is now consistently achieving their goal of over 80-100 leads per month and has done for the past 15. With more than 120 leads in the most recent months. March 2025 has proven to be their best for leads since reporting began.
Please feel free to look at the Bright Care website for further information on their service offering.
To grow your business, please contact us to discuss a tailored marketing and promotional programme.
