Client results Protocol Healthcare
Protocol Healthcare Services
“We’ve seen our online presence increase massively.”
Hastings, Protocol Healthcare Services
In Hastings’s own words
Who they are
Meet Hastings
Home care and healthcare staffing in London.
Protocol is a home care provider and healthcare staffing agency run out of Edgware. It sells to two completely different people: a family trying to arrange care for a parent, and a nurse or care worker looking for their next shift. Both of them start on Google, and they type nothing alike.
Most care agencies have one website doing two jobs badly. A page that tries to reassure a worried daughter about dementia care and recruit a healthcare assistant in the same breath ends up doing neither, and Google has no clear idea which of the two searches it should be shown for.
Protocol already had the services. Home visiting care, live-in care, dementia care, respite care and private nursing on one side, and nurses, healthcare assistants and support workers on the other. What it did not have was a page for each of them in the places people were actually searching.
The problem
Why a care agency has two customers
A family looking for care searches for the kind of care and the town their parent lives in. Dementia care in Harrow. Respite care near Watford. Live-in care, private nurse. They are anxious, they are comparing, and they want to know the agency covers their street before they read anything else.
A care worker looking for work searches for the job and the town they can get to. Healthcare assistant jobs. Care home jobs in Milton Keynes. Nurse jobs in Exeter. Different words, different intent, and a different page has to answer it, because the thing that persuades a carer to apply is not the thing that persuades a family to call.
So the site was split the way the business is. The care pages speak to families. The jobs pages, added in September, speak to staff. Both were taken across the towns Protocol covers, so each search lands on a page written for exactly that service in exactly that place.
The jobs side moved fastest. In its first month the care home and healthcare assistant jobs pages alone brought in more than a quarter of every click the site got from Google. Private nursing was the other mover on the family side, and is now one of the most clicked sections on the site.
A family and a care worker both start on Google, and they type nothing alike.
The work
What we did
We built the site out around both audiences at once. Each kind of care got its own page, and so did each kind of job, and then both were taken town by town so a search in Watford or Harrow had a page written for Watford or Harrow. Then the same weekly work as every other client: a post to the profile every week and every review answered.
The thinking
Families and staff given separate front doors
Care pages written for the family arranging it. Jobs pages written for the nurse or carer applying. One page trying to do both does neither.
Every kind of care, said separately
Home visiting, live-in, dementia, respite and private nursing each searched for on their own, and each given its own page.
Taken town by town
Somebody searching for care or for work names a place. Each service and each job type has a page for the towns Protocol covers.
The craft
- On-page
- Titles and headings built on the service and the town, which is how both families and staff phrase the search.
- Structured data
- Service, FAQ and breadcrumb markup, so Google can read what each page offers and where.
- Content
- Guides for families on arranging and paying for care, and for staff on building a career in it.
- Technical
- A sitemap that grows as pages are added, and the service pages linked into the town pages beneath them.
- Every week
- A post to the profile, and every review answered.
The result
What changed
- +121%More clicks a day from Google16 a day in the first fortnight, 35 a day in October15 to 31 July against 1 to 18 October 2026
If this sounds like your business
If your business sells to two different kinds of people, the chances are your website is written for one of them and puzzling the other. Care agencies, recruitment firms, training providers and anyone who hires from the same pool they sell to have the same gap.
Fixing it is not a rebrand. It is giving each audience its own pages, in their own words, in the places they are searching, so Google can stop guessing which of them a page is for.
The free analysis shows you which of those searches you already appear for, which ones you are missing, and who is being found instead. You keep the recording either way.
Find out where you rank in London
Tell us your trade and the area you work. We record a short video showing where you come up now, who is above you, and what would have to change. You keep it whether or not we work together.
One business per area. No cost, nothing to sign.