by Dr. William Sen
Running an adult care facility comes with its own set of challenges. But if you ask anyone in the business what keeps them up at night, it usually comes down to one thing: keeping the rooms full.
That was exactly the situation Stellar Care in San Diego was facing. Great staff, lovely facility, high quality of care—but still, too many empty rooms. They weren’t showing up online, and traditional referrals weren’t cutting it anymore. So they decided to try something new and brought in a digital agency called Blue Media Marketing from San Diego to help them figure things out.
Turns out, that move changed everything.
Starting from Scratch
When Blue Media first looked at Stellar Care’s website, they saw what a lot of businesses have — a basic site with the essential info and not much else. No clear path for visitors to follow, no real emotional connection, and this almost zero SEO. It was pretty much invisible to Google and, more importantly, to families and adult children searching for care options.
So the team got to work.
When we as Blue Media cleaned up the design, added strong calls to action (like booking a tour or calling for info), updated photos to show the warmth and personality of the place, and highlighted the amenities. Basically, we took it from a digital brochure to a digital converting environment.
Real Stories, Real Results
Once the site felt like a place people could trust, the next step was to give them a reason to stay on the website. That also meant blog content. And not just random posts stuffed with keywords — but real, helpful info based on what the Stellar Care team actually knows best.
The Blue Media crew worked with the caregivers and leadership to come up with article ideas, write about common questions families have, and share insights on memory care, dementia support, daily routines, and more.
The articles got attention, traffic started growing, and Stellar Care started climbing the ranks on Google. More people found them. More people booked tours.
The Snowball Effect
As the months went by, the calls kept coming. Tours filled up. The staff had to create new systems just to keep up with all the interest. Eventually, over 90% of new residents came in through the website — without a single ad dollar spent on other marketing channels but SEO.
What’s the Takeaway?
If you’re running an adult care facility, or really any local business, there’s a lot to learn from this story. Good SEO isn’t about gaming the system — it’s about showing up for the people who need you, in a way that feels trustworthy and human.
Stellar Care didn’t become something they weren’t. They just found the right way to tell their story — and made it easy for people to find them online. They had a corporate emotional aspect to their business, but we identified it and transformed it to a website.
This Best Practice has also been featured at the Blue Media Website:
