Talking About Fees on Your Care Home Website

Ask any care home manager what families raise first on a tour, and it's usually money. Yet on most care home websites the word "fees" is nowhere to be found. The thinking is understandable — nobody wants to be judged on price before a family has felt the warmth of the place. But a family who can't find any cost information doesn't wait patiently. They go and look at a home that will tell them.

Why silence on fees costs you enquiries

Choosing care is usually a rushed, emotional decision made after a hospital stay or a bad fall. Families are anxious about affordability, and uncertainty makes it worse. A page that says "contact us for prices" adds one more thing to dread. Many will quietly move on to the homes that give them something to work with, even if it's only a starting point.

Being open doesn't mean publishing a rigid price list. It means giving people enough to decide whether to pick up the phone.

What to put on a fees page

You don't need to list every room and package. A good fees page covers four things:

A realistic starting point. "Weekly fees start from £X for residential care" is far better than nothing. Say clearly what moves the number up — nursing needs, dementia care, a larger room, an en-suite.
What's included. Meals, laundry, activities, utilities and Wi-Fi. Families are comparing homes, and a clear list helps them compare fairly.
What costs extra. Hairdressing, chiropody, trips out, newspapers. Surprises after admission damage trust faster than a high headline fee.
How fees are reviewed. When they go up, how much notice you give, and who decides.

Explain how people actually pay

This is where most families need the most help, and where a plain explanation sets you apart. Cover the main routes in simple terms: self-funding, local authority funding after a financial assessment, and NHS Continuing Healthcare for people with significant health needs. Mention that funding rules differ between Wales, England and the other UK nations, and point to the relevant local authority or an independent adviser rather than trying to explain every rule yourself.

If you accept top-up payments, say how they work. If you can talk families through funding on a visit, say so — it's a genuine reason to get in touch.

Keep the tone human

A fees page doesn't have to read like a tariff. Open with a sentence that acknowledges the worry: "We know cost is one of the biggest questions when you're choosing a home, so here's how it works." Avoid small print, jargon and anything that feels like a sales tactic. The aim is a calm, reassuring page that makes the next step feel safe.

Make it easy to find and act on

Link to it from the main menu or the homepage — not buried three clicks deep.
End the page with a clear next step: "Arrange a visit" or "Talk to our manager about funding", with a phone number.
Keep it current. An out-of-date fee, or a page last updated two years ago, is worse than none.
Make sure it reads well on a phone — most worried searches happen on one.

A note on accuracy

Fee information about care is covered by consumer protection rules, and regulators expect providers to be clear about costs. Check your wording against your contract and current guidance from the Competition and Markets Authority and your inspectorate. This is general guidance, not legal advice.

Frequently asked questions

Should a care home publish its exact fees?

You don't have to publish every price, but a starting figure and a clear explanation of what changes it will answer most families' first question and encourage more enquiries.

Will showing fees put families off?

Rarely. Families who can't afford a home would rather know early, and those who can are reassured by honesty. Hiding the cost tends to lose both.

How often should a fees page be updated?

Whenever your fees change, and checked at least once a year so it never contradicts what you tell families on a visit.

A fees page is one of the quickest trust-builders on a care home website. If you'd like it designed alongside the rest of your enquiry path, see how we build care websites, or read how our healthcare SEO helps families find the page in the first place.

How to talk about fees on your care home website (without scaring families off)