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2025 has been one of the most challenging years the homecare sector has faced. Wage pressures continue to mount, staff shortages persist, local authority rates remain flat, and regulatory expectations keep climbing. For many providers, it's felt like running just to stand still.
But here's what we've learned from the agencies that are thriving: the difference between surviving and growing comes down to preparation. The agencies entering 2026 with confidence are the ones taking control where they can.
That's the focus of this month's edition of In Flight magazine from Birdie. Keep reading for the highlights: practical strategies to strengthen your foundation and position your agency to thrive in 2026. Download the full magazine for a complete self-assessment framework, success stories, and expert insights you can implement today.
5 ways to prepare your homecare business for success in 2026
1. Get found by the right clients online
When someone needs care for a loved one, their first stop is Google. If your agency doesn't appear in those first searches, you're invisible to the families who need you most.
Start with the basics: your homepage should clearly state what you do and where you do it. Think "Trusted home care in Oxfordshire" rather than anything vague. Make your phone number large, clickable, and prominent. Add trust signals like your CQC rating and genuine testimonials right at the top.
Next, claim and optimise your Google Business Profile to appear on Google Maps and local search results. If you can, create regular blogs or posts addressing questions families are searching for. This positions you as the local expert while improving visibility.
2. Turn website visitors into clients with clear messaging
Getting people to your website is only half the battle. Once they arrive, you have seconds to convince them you're the right choice.
Define what makes you different, not by listing every service, but by expressing what you do better than alternatives. Make your call-to-action crystal clear. Whether it's "Call now for a free care assessment" or "Book a consultation," visitors should never wonder what to do next. And ensure your website works on mobile phones, many family members research care options during lunch breaks or hospital visits.
3. Build a team that stays
Staff turnover costs the average agency £5,000 per worker and takes six months before a new carer becomes profitable. The agencies winning in 2026 aren't just recruiting more, they're keeping the great people they already have.
Be crystal clear about your vision, goals, and values. When your team understands where you're headed and why it matters, they're more likely to feel like a real team. Show carers a clear path to senior roles, and make it personal: know your team members' goals beyond work. When you understand what drives people, you can support them in ways that build genuine loyalty.
4. Use technology and data to strengthen your CQC rating
Your CQC rating isn't just a badge, it's what separates agencies that can grow from those that can't. Modern care management systems help you maintain high standards through real-time oversight. Track metrics like alert responsiveness, medication monitoring, and visit punctuality. When you can see patterns emerging, you can intervene before issues become problems.
Evidence gathering should happen continuously, not just before an inspection. Some well-prepared agencies use automated tools like Birdie's Q-Score, which analyses operational data against CQC standards to predict your likely rating, giving you a monthly health check showing exactly where to focus improvement efforts.
5. Understand and reclaim your margins
You can't improve what you don't measure. Yet many agencies have only a vague sense of their true costs per hour of care, making it difficult to know which contracts are profitable.
Break down the cost of a single hour of care - including carer wages, National Insurance, pension contributions, travel time, mileage, office administration, insurance, and CQC fees. Then monitor your operations daily, not monthly. Waiting a month to discover problems means you're getting information too late to act.
The bottom line
None of these five strategies is a quick fix. But together, they create a foundation for sustainable growth that can weather whatever 2026 brings. Start now with getting visible online, communicating clearly, building loyal teams, using data intelligently, and understanding your finances.
The latest edition of In Flight includes a self-assessment framework, an introduction to the Smarter Care Lab, a first look at SmartPlans, our AI-powered assessment assistant coming soon, plus - Birdie's year in review!
Download your free copy of the full magazine here, or book a demo to see how Birdie's smart homecare technology can help you prepare for 2026.
Published date:
December 9, 2025
Author:
The Birdie team
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