Key performance figures
The Challenge
Visiting Angels, one of the UK’s leading home care providers, needed a website that could support both head office and a rapidly growing franchise network. Their existing site no longer reflected the quality of care they provide and struggled to balance national brand consistency with local franchise marketing. The user experience made it difficult for visitors to find information or reach their local franchise, while lead capture was underperforming. At the same time, technical SEO issues - particularly duplicate content across franchise pages - were limiting organic visibility. For a care brand built on trust and clarity, their digital presence was falling behind their real-world reputation.
The Solution
We built a scalable franchise website designed to support national growth while empowering local franchisees. The new site combines strong brand control with the flexibility each franchise needs to promote their services locally. Over 70 franchise microsites were created using an SEO-led structure that helps avoid duplicate content and protects organic performance. Each franchise can operate either a streamlined site or a more advanced multi-page version, all within head office brand and compliance standards. A location finder directs visitors to their nearest franchise, while clear service pages, brochure downloads and conversion-focused calls to action ensure traffic turns into high-quality enquiries.
The Process
We managed the entire project from discovery and planning through to design, development, content and SEO. By understanding Visiting Angels’ franchise model and growth plans from the start, we created a structure that works for both users and franchisees.
More than 30 service pages were written to improve clarity and search visibility, while the website was designed to be easy for head office to manage and franchisees to build upon.
The site launched at Visiting Angels’ annual conference, where we supported franchisees directly, followed by a digital marketing workshop to help them get the most from their new websites. We continue to provide SEO monitoring and technical oversight to protect the brand as it grows.
Before & After
Delivery
Within one month of launch, the website saw a huge increase in visits, with over half the traffic coming via organic search. Users spent an average of 2 minutes and 35 seconds on site, showing stronger engagement and content relevance.
The new service pages generate thousands of views and hundreds of organic sessions, confirming that the SEO-led structure is already working.
Most importantly, Visiting Angels now has a franchise website platform built for growth – one that converts national traffic into local enquiries, protects the brand, and gives every franchisee the tools they need to succeed online.
Amazing service!
