Our work

Health and care franchise

200+ local pages built across 33 branch areas, now driving 33% of all website traffic. Users up 183% over two years.
A franchise that was close to invisible in local search became consistently findable in every area it operates.

  • SEO
  • Local SEO

At a glance

National home care and live-in care franchise.

Walfinch operates 33 branches across the UK, each delivering care services within its own local area.

Care is a local, high-trust purchase, so visibility in branch-level search directly affects which provider a family contacts first.

With each branch serving a distinct catchment, the strategy had to win 33 separate local markets rather than one national one.

A single-channel engagement focused entirely on building local organic visibility for every branch.

A two-year relationship gave the local page network time to be built, indexed, refined, and compounded rather than launched and left.

We worked alongside the franchise’s central marketing function, owning the local SEO strategy and the build and optimisation of the branch page network.

What we did

We built local visibility branch by branch, across four areas of work.

1. A branch-by-branch visibility audit

Before building anything, we mapped where each of the 33 branches stood in local search and where the gaps were. That told us which locations and search terms mattered most, and it shaped a plan to give every branch its own presence in its own area rather than relying on the national site to do the work. The approach was structural from the start: one page for one location and one intent.

33%

New page traffic share

2. Over 200 local pages and microsites

We created more than 200 pages and microsites, each built around a specific location and search term such as “home care in [location]”. Every page carried genuine local detail about the services available in that area, so it answered the search rather than simply repeating the brand. This gave search engines a clear, relevant page to return for each local query, across all 33 branch areas.

lightbulb with pale blue roar logo in centre of a lightbulb graphic.

3. Pages built to convert, not just rank

Visibility only matters if it turns into enquiries, so each page was built to move a visitor towards contact. We included clear reasons to choose Walfinch over local competitors, branch contact details that were easy to find, and lead-generation forms to capture enquiries on the page. The result was a network of local pages working as both a search asset and an enquiry route.

73.3%

increase in organic users

4. Internal linking and continuous optimisation

We connected the new pages to the essential pages for each branch, improving both navigation and the way search authority flowed across the site. From there the work was ongoing rather than one-off, with pages refined and updated over the two years as rankings moved and the market shifted. That sustained effort is what compounded the early gains into lasting visibility.

The results

Business impact

  • ↑ Location pages now account for 33% of all website traffic across the two-year engagement, the franchise’s single largest source of site visits.
  • Every location page carries an integrated lead-generation form, giving all 33 branches a direct enquiry route from local search.

Channel performance

  • 183% increase in users over two years
  • Increase of 181% in new user traffic
  • Sessions increased 146%
  • 160% increase in first-page Google keywords over our partnership

Strategic position

  • Local visibility established across all 33 branch areas, built from a very low base in a niche, under-served market.
  • A durable asset of 200+ indexed local pages that continues to work without ongoing paid spend.
  • Reduced reliance on the national brand and on referrals to carry local search, with each branch now findable in its own area.

Increasing visibility in all branch areas

Why it worked:

The approach worked because it matched the structure of the business. A home care franchise is not one company competing nationally, it is 33 local businesses each competing in its own town, and the search strategy reflected that exactly. Building a separate page for each location and intent, rather than stretching a national site to cover everywhere, is what made the branches findable where their clients were actually searching.

It also helped that few competitors in the sector were taking local search seriously. That meant the structural work of building and optimising 200+ local pages had room to compound, turning an early low base into a meaningful share of search visibility. None of that happens in a single project sprint. It came from sustained, branch-by-branch effort over time.

We worked with Walfinch for two years. That length of relationship is what allowed the strategy to move from building pages to refining them, responding to ranking changes and shifts in the market rather than handing over a fixed set of pages and walking away. Local SEO at this scale rewards consistency, and a two-year embedded partnership gave the work the time it needed to hold and grow.

The result is a local search presence the franchise owns and can keep building on, with each branch visible in the area it serves.

Need search marketing to boost your visibility?

Roar Digital is a London-based digital marketing agency with more than a decade of experience across the property, care, and enterprise sectors. We work with care providers, multi-location franchises, and enterprise brands at a national scale, as embedded partners rather than short-term suppliers. The majority of our client relationships span multiple years.

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