Suggested tracking of enquiries and leads

One of the main benefits of your subscription with carehome.co.uk is the generation of potential new business for your care home through brochure requests, care enquiries, tour bookings, telephone calls and care seekers sent via your profile to your own website.

In order to understand how much new business carehome.co.uk sends your way, it's important to set up some basic tracking.  Tracking will allow you to analyse which enquiry channels work best for you, whether they lead to new business and might also give you some clues as to where you can improve your profile to generate more.  

In this article, we'll take you through the recommended minimum tracking to set up on each enquiry type.  This article is aimed at clients who may not have set up this type of tracking before.  Some clients may have their own ways of setting up lead tracking and it is up to you if and how you track your enquiries from our website.

How to track website visitors generated from your profile

A care seeker might land on your carehome.co.uk profile and decide to check out your website by clicking the "Visit Website" button on your profile.  When you're looking at the analytics on your website, you'll want to see how many users come from our site and distinguish them from other visitors.  When setting up the link to your website from your profile via your control panel, there is a field available called "Website Tracking" to put in tracking parameters.  

In this field you can add a UTM code.  A UTM code is a snippet of code that sits at the end of your URL that helps pinpoint traffic to your website.  There are many free tools available online that will help you build a UTM code.  As a minimum they usually contain:

1. A Campaign name, you might use "carehomelead"
2. A Medium name that determines how the link was served to the end user, you might use "profilebuttonclick"
3. A Source name, in this instance "carehome.co.uk"

So a link you place in the website tracking field would look like this (UTM code bolded).

www.yourwebsitename.co.uk/carehomepage?utm_campaign=carehomelead&utm_medium=profilebuttonclick&utm_source=carehome.co.uk

If you're using an analytics tool like Google Analytics, you will be able to view these referrals easily with this tracking set up.

How you can track telephone calls generated from your profile

A popular source of enquiries from your profile is from the view telephone number button.  If you put your main telephone number as the number shown when this button is clicked, you will not know how well this source is working for you.  To find out how to add or change your telephone number from your profile read this article. In your control panel, we can show you how many times the button has been clicked to reveal your telephone number, but we can not show you if the care seeker decided to call you.

Many of our clients use telephone tracking to monitor the success of this button.  There are telephone tracking companies that generate unique telephone numbers that redirect to your main telephone lines.  You can generate new numbers for each different marketing sources you place your telephone number on.  Not only for our website, these can also be useful on leaflets, email campaigns and many other marketing mediums.

Tracking your brochure requests, tour bookings and care enquiries to admissions

At carehome.co.uk we are always working hard to bring you as many brochure requests and care enquiries as possible.  But we also want to ensure that these enquiries are of a high quality too.  This means that a high proportion of the enquiries we send you lead to new admissions to your care home.  Once an enquiry is generated and sent to you, we have no visibility on how successful you were on converting that lead.  It is up to you to feed this information back via your Account Manager....

In order for you to know how strong the enquiries are from our website, it is important that you include a source indicator next to that lead on your system.  Whether you use a Customer Relationship Management System (CRM), a spreadsheet or something else, ensure you have marked next to your leads that the source of it was carehome.co.uk and the type of enquiry.  It is good practice to ensure that you regularly look back at all your admissions sources so you can optimise your marketing.