How Care Homes Can Get More Reviews

Reviews matter for care homes because families are not choosing an ordinary service. They are deciding where a parent, partner or relative may live, receive personal care, eat meals, sleep, take medication, recover from illness, live with dementia or spend the final stage of life. Before they enquire, many families will check Google reviews, care directory reviews, CQC ratings, testimonials, social media comments and word of mouth.

Good reviews can help a care home build trust, improve local visibility, reassure private-pay families and support occupancy. But reviews must be collected ethically. Care homes should never buy reviews, pressure families, reward positive reviews, write fake reviews or ask only happy families while silencing negative feedback.

This guide explains how care homes can get more genuine reviews, where to collect them, when to ask, what to say, how staff can help, how to respond to negative reviews, and what mistakes to avoid.

If you are working on wider growth, you may also find our guides to how care homes can improve occupancy and care home marketing useful.

1. Why reviews matter for care homes

Families often use reviews as a trust shortcut. A care home can have a professional website and polished brochure, but families want to know what other people experienced. Did staff communicate well? Was the care kind? Were concerns handled properly? Was the home clean? Did residents seem safe and settled?

Reviews can influence:

whether families click on your Google Business Profile;
whether they call after seeing your website;
whether they choose to visit;
whether private-pay families trust the home;
whether local professionals remember the home positively;
whether your care home stands out from nearby competitors;
whether your online reputation matches the quality of care you provide.

Reviews are especially important because families are often anxious, guilty or under pressure. A thoughtful review from another daughter, son, spouse or resident can feel more reassuring than marketing copy.

However, reviews should never be seen only as a sales tool. They are also feedback. They can show what families value, what needs improving and where communication may be breaking down.

2. Focus on real care quality first

The best review strategy starts with good care. A care home cannot sustainably improve reviews if residents are unhappy, families feel ignored, staff are rushed, complaints are handled badly or communication is poor.

Before asking for more reviews, ask whether the home is consistently delivering the things families mention in positive feedback:

kind staff;
good communication;
safe care;
clean rooms and communal areas;
good food and hydration support;
meaningful activities;
dignity during personal care;
support for dementia;
quick response after incidents;
clear updates to families;
respectful end-of-life care;
good settling-in support.

CQC inspection reports and ratings are public, and CQC says most assessment reports include an overall rating that people can use to help compare services and make choices about care. CQC guidance on ratings and scores explains how ratings are used.

Reviews and inspection ratings are not the same thing, but families often look at both. If reviews say “excellent communication” but CQC identifies weak leadership or safety concerns, families may feel confused. Your reputation should reflect real quality, not just marketing effort.

3. Choose the right review platforms

Care homes should not rely on one review source only. Different families use different platforms. Some will start on Google. Others will use care directories. Some will ask local Facebook groups. Others will look at your own website testimonials after visiting.

Useful review and reputation channels may include:

Google Business Profile;
care home directories;
your own website testimonials;
Facebook page reviews or recommendations;
local community groups;
written family feedback;
resident and family surveys;
thank-you cards and letters, if used with permission;
professional referral feedback;
CQC reports and ratings.

Google reviews are especially visible in local search. If someone searches “care home near me” or “dementia care home in [town]”, your Google profile may be seen before your website. A profile with recent, genuine reviews, good photos and professional responses can increase trust.

Care directories can also be useful because families comparing homes may use them to shortlist options. Keep directory profiles updated with accurate care types, photos, fees information where appropriate, CQC rating and contact details.

4. Make it easy for families to leave a review

Many happy families never leave reviews because nobody asks, the process is unclear or they do not know where to go. The goal is not to pressure them. The goal is to make honest feedback easy.

Care homes can make reviews easier by:

creating a direct Google review link;
adding review links to follow-up emails;
including a review request in family newsletters;
adding a small review card to family information packs;
using QR codes in reception or family areas;
sending review links after positive feedback;
explaining that honest feedback helps other families;
making it clear there is no pressure to leave a positive review.

Keep the request simple. Do not ask families to write a long essay. A short, honest review about their experience is enough.

A suitable review request might say:

“Thank you for your kind words about the team. If you feel comfortable, an honest review can help other families who are making a difficult care decision. There is no pressure, and we welcome genuine feedback.”

This is better than saying, “Please give us five stars.” You want authentic reviews, not scripted praise.

5. Ask at the right time

Timing matters. Asking for a review too early can feel insensitive, especially if the family is still emotional about the move. Asking too late means the moment may pass.

Good moments to ask include:

after a resident has settled well;
after a positive care plan review;
after a family sends a thank-you message;
after a successful respite stay;
after a family praises staff directly;
after a meaningful event or activity;
after end-of-life care, but only with great sensitivity and never too soon;
after a complaint has been resolved and the family is satisfied;
during a general annual feedback campaign.

Bad times to ask include:

during a crisis;
while a complaint is unresolved;
immediately after admission if the family is distressed;
after a safeguarding concern;
after a fall or hospital admission;
when a family member is visibly upset;
when the resident has died very recently;
when the family may feel pressured because they depend on your care.

The best review requests feel natural. They follow genuine appreciation, not a sales script.

6. Train staff to recognise review opportunities

Care home managers should not be the only people thinking about reviews. Staff often hear positive comments first. A daughter may thank a carer for helping her father settle. A spouse may praise the nurse after a difficult week. A resident may say the food has improved. These are natural feedback moments.

Train staff to recognise positive feedback and pass it to the manager or admissions lead. Staff should not pressure families or ask for five-star ratings. They should simply know how to respond when someone says something kind.

For example, staff might say:

“That is lovely to hear. I’ll pass that on to the manager because it means a lot to the team.”

The manager can then decide whether it is appropriate to ask for a review later.

Create a simple internal process:

staff record positive feedback;
manager reviews whether a follow-up is appropriate;
family receives a gentle review request;
review link is provided;
feedback is shared with the team;
themes are tracked over time.

This keeps review collection organised and ethical.

7. Never use fake, paid or pressured reviews

Care homes should be especially careful with reviews because they support vulnerable people and families making high-stakes decisions. Fake or manipulated reviews can seriously damage trust.

Avoid:

buying reviews;
asking staff to write reviews pretending to be family members;
asking friends with no real experience to review the home;
offering money, gifts or discounts for reviews;
only asking people who promise to leave five stars;
telling families what to write;
reviewing your own home from personal accounts;
posting AI-generated reviews;
creating fake resident or family testimonials;
threatening people who leave negative feedback.

Google’s user-generated content policy says fake engagement is not allowed and may be removed. It includes content not based on a real experience, content that does not accurately represent the location or product, paid reviews, and content posted from multiple accounts by or at the request of one person. Google’s prohibited and restricted content policy explains this clearly.

Google also says Business Profiles can face restrictions for policy violations, including temporary blocks on new reviews, existing reviews being unpublished for a period, and warning messages being displayed where fake reviews have been removed. Google’s Business Profile restriction guidance explains possible consequences.

Fake reviews are not worth the risk. They can damage search visibility, public trust, staff morale and professional reputation.

8. Use resident and family surveys alongside public reviews

Public reviews are useful, but they are not the only feedback tool. Some residents and families may not want to post publicly. Others may have useful feedback that is too detailed or sensitive for a public review.

Use surveys to collect wider feedback on:

care quality;
staff kindness;
communication;
food and nutrition;
activities;
cleanliness;
laundry;
visiting experience;
complaints handling;
settling-in support;
dementia care;
end-of-life care;
overall satisfaction.

Good survey questions include:

What are we doing well?
What could we improve?
Do you feel listened to?
Do you feel informed about changes?
Would you recommend the home to another family?
Is there a member of staff you would like to recognise?
Would you be willing to leave a public review?

Surveys can also help identify families who may be happy to leave a public review. But do not use surveys to filter out unhappy people and ask only happy people to review publicly. That can become review manipulation. Use surveys to listen, improve and invite genuine feedback fairly.

9. Turn thank-you cards into testimonials carefully

Many care homes receive thank-you cards, letters and emails from families. These can be powerful testimonials, but they must be used carefully.

Before using a thank-you message on your website or brochure, ask:

Do we have written permission?
Has the family agreed exactly what can be used?
Should names be anonymised?
Does the message include private health or care details?
Could the resident be identifiable?
Is the testimonial still accurate and current?
Could it mislead families about what the home can provide?

A safe testimonial might be shortened and anonymised, for example:

“The team helped Dad settle with kindness and patience. We always felt informed and welcomed when we visited.”

Avoid using detailed medical stories without clear permission. Care home testimonials should protect dignity and privacy.

10. Respond to every review professionally

Responding to reviews shows families that the home listens. A care home should respond to both positive and negative reviews where possible.

For positive reviews, keep replies warm but professional:

“Thank you for taking the time to share this. We are pleased to hear that your family has felt supported, and we will share your kind words with the team.”

For negative reviews, do not argue online or disclose confidential care details. Keep the response calm, acknowledge the concern and invite direct contact.

“We are sorry to read your concerns. We take feedback seriously and would welcome the opportunity to discuss this privately so we can understand what happened and respond appropriately. Please contact the home manager directly.”

When responding to negative reviews:

do not name residents;
do not discuss diagnoses, incidents or care plans publicly;
do not blame the reviewer;
do not accuse the family of lying;
do not reveal complaint details;
do not use defensive language;
do invite private discussion;
do review internally whether the feedback reveals a real issue.

Families reading the response are often judging tone more than the original complaint. A calm, respectful reply can protect trust even when the review is difficult.

11. What to do with negative or unfair reviews

Not every negative review is unfair. Some contain important feedback. Care homes should resist the instinct to remove or dismiss every critical comment.

Start by asking:

Is the concern accurate?
Was this already raised as a complaint?
Did communication break down?
Does the review mention a real service issue?
Do other reviews or complaints show a pattern?
Should the care plan, staffing, food, activities or family communication be reviewed?
Could this concern become a safeguarding issue?

If the review is genuine but negative, respond professionally and improve where needed. If the review is fake, abusive, contains private information, is from someone with no connection to the home, or violates platform rules, you may be able to report it.

Google says you can report a review, but only reviews that violate Google policies are eligible for removal. Flagged reviews that violate content policies may be removed from Maps and Search. Google’s guidance on reporting inappropriate reviews explains the process.

Do not threaten legal action lightly. It can make the home look defensive and may escalate the situation. If a review raises serious false allegations, seek appropriate advice, but keep public responses calm.

12. Build a simple monthly review system

Care homes get more reviews when review collection becomes a routine, not a panic activity when occupancy drops.

A simple monthly system could look like this:

Review recent compliments, thank-you messages and survey responses.
Identify families who gave positive feedback naturally.
Check whether it is appropriate to ask for a public review.
Send a gentle review request with a direct link.
Respond to all new reviews.
Share positive feedback with staff.
Log negative themes and improvement actions.
Update website testimonials with permission.
Review Google Business Profile and directory profiles.
Report only reviews that genuinely breach platform policies.

Assign responsibility to one person, such as the manager, deputy manager, admissions lead or marketing coordinator. If everyone is responsible, nobody owns it.

Track:

number of new reviews per month;
average rating;
review platform;
main positive themes;
main negative themes;
response time;
number of review requests sent;
review conversion rate;
impact on enquiries over time.

The goal is not only a higher star rating. The goal is a more accurate, trustworthy and active reputation.

13. Use reviews in marketing without overdoing it

Once you have genuine reviews and testimonials, use them carefully across your marketing.

Useful places include:

homepage;
care type pages;
dementia care page;
respite care page;
private fees page;
admissions pack;
brochure;
social media;
email follow-up after tours;
Google Business Profile posts;
open day materials.

Use reviews that answer real family concerns. For example:

a review about settling in can support your admissions page;
a review about dementia care can support your dementia page;
a review about communication can support family reassurance;
a review about end-of-life care can support palliative care content;
a review about respite can support short-stay enquiries.

Avoid filling pages with too many testimonials. A few specific, believable comments are stronger than a wall of generic praise.

14. Common mistakes care homes make with reviews

Only asking when occupancy is low

Review collection should be ongoing. If you only ask during a marketing push, the profile may look inactive for long periods.

Asking for “five-star reviews”

Ask for honest feedback, not a rating. Pressuring families for five stars can feel uncomfortable and may breach platform rules.

Ignoring negative feedback

Negative reviews may reveal real problems. Ignoring them damages trust and misses improvement opportunities.

Responding defensively

Families reading reviews want to see professionalism. Defensive responses can do more harm than the original review.

Using fake testimonials

Fake or exaggerated testimonials are risky and unethical. They can undermine trust if discovered.

Not making the process easy

Happy families may not leave reviews unless they have a direct link and a simple prompt.

Forgetting care directories

Google matters, but care-specific directories can also influence families who are actively comparing homes.

Failing to share praise with staff

Reviews can boost morale. Share positive feedback with the team, especially when families name specific qualities or moments.

15. Frequently asked questions

How can care homes get more Google reviews?

Care homes can get more Google reviews by creating a direct review link, asking families after genuine positive feedback, adding review links to follow-up emails, using QR codes, training staff to recognise compliments, and responding professionally to existing reviews.

Can care homes ask families for reviews?

Yes, care homes can ask families for honest reviews, but they should not pressure them, ask only for positive reviews, offer incentives, or tell people what to write.

Can care homes offer gifts for reviews?

No. Offering gifts, discounts or other incentives for reviews can breach platform policies and damage trust. Reviews should reflect genuine experiences without reward or pressure.

Should care homes ask residents for reviews?

Sometimes, if the resident has capacity, understands what they are being asked and wants to give feedback. Care homes should be careful not to pressure residents, especially where there may be dependency or vulnerability.

When is the best time to ask for a care home review?

Good times include after positive feedback, after a resident settles well, after a good care plan review, after a successful respite stay, or after a family thanks the team. Avoid asking during crises, complaints or immediately after bereavement.

How should care homes respond to positive reviews?

Thank the reviewer warmly, keep the response professional, avoid private details and share appreciation with the team.

How should care homes respond to negative reviews?

Respond calmly, acknowledge the concern, avoid discussing confidential care details, invite direct contact and review internally whether improvement is needed.

Can a care home remove a negative Google review?

Only if it violates Google’s policies. Care homes can report inappropriate reviews, but genuine negative feedback is unlikely to be removed simply because the home disagrees with it.

What if a review is fake?

Report it through the platform, gather evidence if available, respond cautiously if needed and avoid public arguments. Do not accuse someone aggressively online unless you have taken advice.

Should care homes use review software?

Review software can help manage links, reminders and reporting, but it must be used ethically. It should not filter out unhappy families or manipulate ratings.

How many reviews should a care home aim for?

There is no perfect number, but recent and consistent reviews are better than a small number of old reviews. A care home should aim for steady genuine feedback over time.

Are care home directory reviews useful?

Yes. Many families use care-specific directories when comparing homes. Keep profiles updated and encourage genuine feedback where appropriate.

Can staff leave reviews for the care home?

Staff reviews may belong on employment platforms rather than family care review platforms. Staff should not write reviews pretending to be relatives or residents.

Can reviews help care home occupancy?

Yes. Good, genuine reviews can increase trust, improve enquiry confidence, support local visibility and help families choose to visit. Reviews work best alongside good care, strong enquiry handling and clear information.

What is the safest way to ask for reviews?

Ask for honest feedback, use a simple link, make it clear there is no pressure, never offer incentives, do not request specific wording, and respond professionally to all feedback.