Today, the first impressions we build of companies and even people often start with a quick search online. For aged care organisations, potential clients and their families turn to Google to check reviews and look at the space before making contact. This means that your business needs an online presence that is easy to find and impressive at first glance.
A Google Business Profile is an essential digital entry point where services are presented clearly, values are communicated authentically, and trust is built before a potential customer even dials your number. As more Australians rely on Google Search and Google Maps to research aged care options, maintaining a professional and accurate profile has become essential for visibility and growth.
Google Business in Aged Care
A Google Business Profile allows aged care providers to present accurate and up-to-date information, including a business description, contact details, services offered, and high-quality photos. For prospective clients and their family members this is an accessible and trustworthy entry point when researching care services.
Whether you run a retirement village, provide disability support services, or NDIS business offerings, a well-structured profile means potential clients can find and understand what your organisation offers with ease.
One of the most vital features of an online presence is reviews. Google Business helps boost your online reputation by centralising client reviews, helping to build social proof.
Positive reviews validate the choice for families, and unchecked negative reviews will do the opposite. When providers respond to reviews promptly, it shows they are attentive and committed to high-quality care, which fosters trust and patient satisfaction.
The Power of Local SEO in Aged Care
Local SEO is at the heart of digital marketing for all industries, including aged care. Most people search on mobile with queries like aged care services near me or NDIS providers in Australia. Being in local search results carries a lot of weight in driving traffic and visibility.
Your Google Business Profile is also tied to local SEO. Profiles with relevant keywords, accurate location data, and comprehensive content help aged care providers appear in Google Maps and local search. For example, including the relevant suburb or region in your business description and consistently updating content can improve visibility in your local area.
Directory listings and online directories further enhance this effect. When your business information is consistent across platforms, it supports your overall online reputation and search engine ranking.
Why Reviews Matter in Healthcare Marketing
In aged care, trust is everything. Family members want more confidence in their choice of provider. Encouraging positive reviews and having a strong online presence is critical. Satisfied clients are your biggest advocates, especially when they leave positive reviews that reflect their personal experience.
Google Business Profiles centralise reviews on a dedicated review page. Monitoring and responding to client reviews, including negative feedback, is part of online reputation management. Positive reviews, on the other hand, are search engine trust signals that improve your ranking and visibility.
A review strategy includes:
- Asking satisfied clients to leave reviews after intake or care milestones
- Responding to all feedback, positive or negative
- Showing responses that demonstrate empathy and commitment to care
These practices show your commitment to patient satisfaction and high-quality care, which can be very persuasive to prospective clients.
Setting Up and Optimising Your Profile
Setting up a Google Business Profile starts with verifying your business and location. Once set up, add the following:
- Business description tailored to your target market
- Services offered, including aged care services and disability support
- Contact details with working phone numbers and email
- High-quality photos of your facility, staff, or in-home visits
- Virtual tours where possible to give a first-hand look
Creating reader-friendly, current content for your profile helps it stay useful and relevant. Keeping information up to date across your business profile and other online directories builds trust and visibility. A well-maintained profile is an ongoing marketing asset.
A Full Patient Acquisition Strategy
For many providers, Google Business is not just an online listing but a key part of a full patient acquisition strategy. This is especially true for large residential care providers or fast growing home care businesses.
Google Ads can complement your profile by targeting relevant keywords like “aged care support”, “home care near me”, or “retirement village in [city]”. Pairing ads with a strong business profile gives you a unified digital presence and makes your brand more visible in key moments of decision-making.
Performance tracking tools in Google Business give you insights into how people search, what they do, and what content drives engagement. This data can inform future campaigns and support decision-making for healthcare marketing teams
Understanding the Aged Care Audience
The customer journey in aged care involves multiple stakeholders: older adults, adult children, and sometimes medical professionals. Each audience group values clarity, compassion, and evidence of quality.
Your Google Business Profile should cater to this complexity by being transparent and professional. Highlighting unique care services, cultural considerations, or compliance certifications builds confidence. If your facility specialises in dementia care or has multilingual staff, remember to include these in your business description as well.
Building Trust with a Strong Online Reputation
In a competitive market, trust begins with a strong online reputation. Aged care companies that invest in digital marketing and have a robust online presence are better placed to attract and retain clients.
Show the world that your organisation is active, responsive, and reliable by using your Google Business Profile to:
- Share updates and service improvements
- Showcase testimonials and awards
- Answer questions from potential clients
This is especially important given recent reforms and growth in the aged care sector. Families want to know that care providers are up to date and engaged.
Ways to Increase Visibility
To get the most out of your Google Business Profile:
- Optimise your listing with content relevant to your local area
- Use keywords that reflect your services and what your audience is searching for
- Ask current clients and family members to leave reviews
- Monitor analytics to see what prospective clients are searching for
These strategies form the foundation of a strong digital presence. Move Ahead Media recommends combining local SEO, review generation, and paid search to build a robust and effective strategy.
The Bottom Line for Aged Care Providers
So how important is a Google Business Profile for aged care companies? The answer is clear: it’s vital. From patient acquisition to online reputation, from local SEO to social proof, your Google Business Profile covers every stage of the customer journey.
In a sector where competition is high, decision-making is fast, and trust is key, aged care providers can’t afford to ignore this powerful tool. Investing in Google Business Profile optimisation is not just a marketing task, it’s a strategic move to grow your brand, increase visibility, and deliver high-quality care to those who need it most.
Whether you have a large facility, a boutique service, or an expanding NDIS business, having a strong online presence is no longer optional. It’s how you earn the trust of potential clients, reassure family members, and position yourself as a leader in care.
THINK AHEAD. MOVE AHEAD.
We love to talk about digital marketing! Contact us today and we can help you generate real ROI gains for your business. Call us at +61 (0) 2 9161 8033 or email info@moveaheadmedia.com.au
