How to make your business stand out against the competition

The aged care market is one of the most competitive, with nearly 3,300 providers offering home care and residential aged care services. Standing out from the crowd is even more challenging when you’re in a high-demand industry and consumers are spoilt for choice.

That doesn’t mean you can’t succeed. There are countless ways to improve how consumers see your business so you have a crucial point of difference – even if the services you offer are the same. 

So if you’re looking for ways to stay ahead of the competition consider making the following changes to your business. 

Adopt clear branding

Branding is about much more than your logo and the colours you use; it’s about providing a clear identity and message to consumers. If you are in the early stages of business development, this is the perfect starting point for you; what message do you want to give? Your name and identity have to reflect this while clearly outlining what your services actually are. 

Now, what if you’re already established but have been unsuccessful in tapping into the aged care market? You might have to reconsider your existing branding. Consider whether a new name or logo would make a difference, or whether you need to share more about yourself. Consumers want to know who they’re receiving care and support from, so it’s worth telling your story to capture their attention.

Design a user-friendly website

Your business will be lost without a user-friendly website. Nearly 40% of website visitors will stop browsing a website if they think the layout is unattractive while a whopping 75% say credibility hinges on good website design. No one wants to be left behind just because a website was hastily pieced together.

Larger organisations with the means to invest in website design will already be in a strong position. But if you’re a small operator or a new business without internal resources, an upfront investment in website design could set you up for success. There are affordable freelancers who can truly give you a website that stands out. Or, consider taking on the challenge yourself with a website builder like Wix or GoDaddy but make sure you don’t rush the process. 

Lead with a unique selling point

Finding a unique selling point within the aged care sector can be challenging, but there are ways to separate yourself from the average provider. For example, you can provide:

• Dedicated services for people needing specialised dementia support
• Home maintenance and gardening services for older people
• Specialist support services for people with mobility issues who may need lifting assistance
• Regional home care services for remote communities 
• At-home physiotherapy and rehabilitation support

Whatever your selling point, it doesn’t have to be the only service you offer; it can be one that stands out when people search for support services online. One point of difference can easily open the door to ongoing support. 

Develop a strong community presence

Marketing and advertising are essential tools, but sometimes, they can only go far. If you’re not being seen out in the community, you’re missing an important trick. A strong community presence puts you in front of people who are actively engaged within the aged care/home care community. They may be consumers themselves or other businesses that could benefit from your services. 

Although there will often be some associated expenses when appearing at public events, they are fantastic opportunities to build brand awareness. Opportunities for community engagement include:

• Community/council events
• Aged care/ageing conventions and expos
• Disability conventions and expos
• Team or event sponsorship 

In addition to the above options, you could consider consistent support for a charitable organisation. Promoting your own social responsibility on your website will show consumers you want to give back to the community you live and work in. For some consumers, they may make purchasing decisions based on a business’s social responsibility.

Give your clients control

Above all else, people want control. They want to choose how they’re supported, who helps them, and when. Clients can sometimes be lost in the shuffle, though, and they become just one of many. Fostering individuality, consumer impact and person-centred care can all help your business stand out from the rest.

A ‘yes’ mentality can make this happen. If your clients, or potential clients, have a request, don’t deny them the opportunity. See how you can make it possible. It could be by providing more choices for them, searching for another provider who can complement your services, or expanding your offerings with more staff. Ultimately, saying yes and having an open mind to consumers could lead to unexpected business growth and new opportunities.