1. The plan in short
Three homes for blog posts, each with a page that lists them
Every post belongs in one of three homes. Posts stay at their current addresses. What changes is the label on each post, the page that lists it, and its breadcrumb. Each home lists the example pages you can open in the wireframe.
National advice
/advice/ and its topic pagesGuides that help any family in the UK, including good ones written by offices, credited to them.
Example pages in the wireframe
Advice hub/advice/The front door: a search and a card for each topic.
View ›Topic pages/advice/[topic]/One page per topic, listing every guide on it. All eight shown.
View ›A national guidee.g. upper thigh painHow every national guide is laid out.
View ›Local support and guides
/local-care/blog/Care-led posts about a place, written by the local office and shown on each town page they cover.
Example pages in the wireframe
Local blog hub/local-care/blog/Every local post, searchable by town.
View ›A local poste.g. wheelchair-friendly places in TauntonHow every local post is laid out.
View ›Office news
/office/[office]/blog/News about the office and its team. Every office keeps this page.
Example pages in the wireframe
Office news page/office/[office]/blog/The office’s news, newest first.
View ›An office news poste.g. the dementia tour bus in TauntonHow every office news post is laid out.
View ›
2. What is wrong today, and the fix
Five places, five fixes
Today
Fix
Advice hub/advice/
Links to only 11 of the 321 national guides.
→
Links to eight topic pages that list every guide (section 4).
Guides in service folders/care/…
237 guides, e.g. The causes of upper thigh pain in older adults, have a service breadcrumb (Care › Specialist) and no link from the advice hub.
→
Listed on their topic page. Breadcrumb becomes Advice & Support › Living with a health condition.
Top-level posts/[post]/
About 61 advice and 78 company news posts share the top level, e.g. A guide to caring for elderly parents next to Trio of CQC Outstandings. 85 have no internal links.
→
Advice posts listed on their topic page; news listed only in News and events.
Local blog/local-care/blog/
The address redirects to /local-care/, so no page lists the 800 local posts. 230 national advice posts also sit here, 217 of them linked from nowhere.
→
/local-care/blog/ becomes a local blog hub, searchable by town. The 230 national posts are listed on their advice topic page.
Office blogs/office/[office]/blog/
12 return a server error and 35 are empty. The rest mix office news, local posts and national posts. 1,371 posts agreed for removal are still live.
→
Errors fixed; office news only. Agreed removals done (410). Empty pages noindexed until their first post.
Redirects. Because posts stay put, only three redirect changes are needed:
- Remove the redirect from /local-care/blog/ to /local-care/, so the hub can exist.
- Add one for an old Bridgwater, Street, Glastonbury & Wells office address that returns 404.
- Correct 19 existing redirects that send old national posts to a general advice page, so they land on the right guide.
Source: Fibre crawl and status checks of homeinstead.co.uk, 26 to 27 Oct 2026, matched against the blog bucketing sheet.
See it in the wireframe: Advice hub · National guide · Local blog hub · Office news page
3. Where a post goes
Four questions, asked in order
The first “yes” decides the home. This is the rule the bucketing review used.
1
Would it help a family anywhere in the UK?
Yes→
National advicee.g. How much do home carers charge per hour? (Yeovil, Sherborne & Bridport office) → Paying for care
2
Is it about a place?
Yes→
Local support and guidese.g. Connecting through companionship: local groups in Taunton → Groups and activities, Taunton
3
Is it about the office or its team?
Yes→
Office newse.g. Virtual Dementia Tour Bus brought to Taunton! → Taunton office news
4
Is it about Home Instead as a whole?
Yes→
News and eventse.g. Trio of CQC Outstandings for Home Instead!
4. Topics
Eight topics, each matching something Home Instead offers
Each topic answers a question families ask and leads to a Home Instead service. Each gets a topic page under /advice/ listing every national guide on it. Each guide ends with related guides on the same topic. These topics are for national advice only. Local posts are sorted by town and by the kind of post (section 5).
Advice hub/advice/A card for each topic
↓
Topic page/advice/health-conditions/Lists every Living with a health condition guide
↓
GuideThe causes of upper thigh pain in older adultsSame address as today
↓
Related guidesThree more guides on the same topice.g. Sudden mobility loss in older people
Choosing careabout 54 posts
What kind of help do we need, and how do we choose?
Leads toVisiting, live-in and overnight care
View the topic page ›Paying for careabout 41 posts
How much will it cost, and who pays?
Leads toA care consultation
View the topic page ›Dementiaabout 112 posts
How do we care for someone with dementia?
Leads toDementia care at home
View the full example ›Recovery after hospitalabout 22 posts
What happens when they come home from hospital?
Leads toAfter-hospital and recovery care
View the topic page ›Support for family carersabout 57 posts
How do I cope as the family carer?
Leads toRespite care and sitting services
View the topic page ›Living well at homeabout 87 posts
How do they stay happy and safe at home?
Leads toCompanionship, home help, care alarms
View the topic page ›Living with a health conditionabout 138 posts
What does this condition or symptom mean for care?
Leads toPersonal care, specialist and nursing care
View the topic page ›End of life careabout 21 posts
What happens near the end, and how do we plan?
Leads toPalliative and end of life care
View the topic page ›Seasonal and awarenessabout 26 posts
What matters this time of year?
How it worksA collection, not a ninth topic: each post also sits in its own topic
View the collection ›Topic pages are indexed, but the guides do most of the ranking. For broad searches like end of life care or help for carers, Google shows in-depth guides and NHS or charity pages, not lists of links (Ahrefs SERPs, 27 Oct 2026). Topic pages help guides get found and give families a route through; each opens with a short overview so it is more than a list. Paying for care reuses /advice/care-cost/ (5,101 search clicks in 12 months) and Living well at home reuses /advice/age-well/, so neither needs a new address. Each topic page is written for advice searches so it does not compete with its service page. Filtered views are noindexed; page 2 onwards keeps its own canonical.
These topics are Fibre’s proposal, not existing sections. Counts cover all 586 national posts (national guides, top-level posts and office-written national posts), sorted by title; see the topic check spreadsheet. About 54 more posts are not advice (careers, company news, local events, dated awareness days) and move out or are removed. Search terms checked in Ahrefs (UK), 27 Oct 2026; groupings compared with Age UK, Independent Age, the NHS care guide and Alzheimer’s Society.
5. Local posts
Shown in every place they belong, and about care
A local post is stored once and tagged with its towns and the kind of post it is. The tags put it on the local blog hub and each town page it covers, and it links back to its office. It does not use the national topics.
Local blog hubFiltered to Taunton
←
Wheelchair-friendly places to visit in Taunton & West Somerset/local-care/blog/…
Places to visit Taunton
→
Taunton town page“Local support near Taunton”
Local hub, Places to visit filterNot on any national topic page
←
→
Taunton & West Somerset officeLinked from the post
How families narrow down the local blog hub
1Type their townTauntonSearch
→
2Pick a buttonAllPlaces to visitGroups and activitiesSupport and servicesEvents
→
3See local postsConnecting through companionship: local groups for older adults in TauntonWhat are the best outdoor activities for older adults in Taunton?
Why these buttons? They match what local posts are actually about. Of the 800 local posts, roughly 4 in 10 are places to visit, 3 in 10 are groups and activities, and 1 in 8 are support and services.
Why not the advice topics? A café guide labelled “Living with a health condition” would confuse families. The eight advice topics stay for national advice only.
Rough split from a keyword sort of local post titles, Fibre crawl 27 Oct 2026, to be checked by hand. Each office’s What’s On Where guide is pinned above the results.
Making them about care
TodayHidden lunch spots around Taunton and Wellington
- A list of cafés and pubs
- Nothing on access or support
- The same template snippet as 500 other posts
→
ReworkedDementia-friendly places to eat around Taunton and Wellington
- Step-free access, quiet times, seating
- Its own one or two line snippet
- Useful to someone with care needs, with no service pitch
Local post titles with a care angle today:
146 of 800
Source: Fibre crawl, 27 Oct 2026. The reworked title is example wording.
What’s On Where guides: kept, and easier to find
The network wants to keep its What’s On Where guides, so every guide stays at its current address. What changes is how families find them.
Today- 56 live guides from at least 27 offices
- Split between the local blog and office blogs
- 20 are monthly or dated editions, e.g. Thurrock’s July, August and September posts
- Most of those on office blogs are linked from one page or none
→
With this plan- Each office’s current guide is pinned at the top of the local blog hub for its towns
- Shown on each town page it covers, and linked from the office page and office menu
- A What’s On Where guides link in the Advice & Support menu
- A new edition updates the office’s current guide page, with a short office news post pointing to it. Older editions stay and link to the latest
Families search for this kind of help near them:350 a month: dementia groups near me150: activities for elderly near me100: social groups for elderly near me
Sources: Fibre crawl, 26 to 27 Oct 2026; Ahrefs UK search volumes, 27 Oct 2026. About 35 What’s On Where posts marked for removal in the bucketing sheet are kept instead. The content and design of the guides stay with the What’s On Where project; this plan covers where they sit and how they are linked.
See it in the wireframe: Local blog hub · Local post
6. Trust and accuracy (E-E-A-T, YMYL)
Who it is from, when, and is it right?
Care, health and paying for care are “Your Money or Your Life” subjects, where Google looks hardest for these signs. 308 of 391 national guides name their expert. None of the 800 local posts shows who it is from or when.
Home / Local care / Local support and guides
Wheelchair-friendly places to visit in Taunton & West Somerset
1From the Home Instead Taunton & West Somerset team
2Published [date] · Updated [date]
3Sources linked for funding or health facts
4Provided by Home Instead Taunton & West Somerset · CQC rating
1The office, named at the topLinked to its office page. Named individual writers can follow with the nominated experts work.
2Published and updated dates
3Sources for facts that matterGOV.UK or NHS links for funding and health facts; medical questions point to the GP or NHS 111.
4The office’s CQC ratingAlready on the new office pages, so the data exists.
The 230 national posts written by offices need a check first
Office-written poste.g. Do you get 6 weeks free respite care? (Dorchester)
→
CheckedBy the national expert for its topic (below)
→
LabelledWith its national topic, credited to the office
→
ShowsReviewer, date, source, and which UK nation’s rules apply
If a post cannot be brought up to standard, it is merged into the matching national guide.
Who checks what: our proposal
Each topic goes to a national expert with the right background. These are example roles: who fills each one needs to be confirmed with Abi.
Clinical leade.g. a clinical governance lead
ChecksLiving with a health condition (37)
Recovery after hospital (10)
End of life care (5)
Why this roleClinical subjects need clinical sign-off.
52 posts
Dementia specialiste.g. someone who leads dementia care or training
ChecksDementia (39)
Why this roleDementia advice needs someone who knows how the condition changes day to day.
39 posts
Live-in care leade.g. whoever runs the live-in service
ChecksPosts about live-in care, across Support for family carers (11), Paying for care (5) and Choosing care (2)
Why this roleKnows how live-in care works and what it costs.
18 posts
Quality and standards leade.g. the person responsible for care quality
ChecksLiving well at home (45)
Support for family carers (18)
Choosing care (15)
Paying for care (11)
Why this roleCovers general care advice across the network.
89 posts
198 of the 230 are advice on one of the eight topics. The other 32 are company, careers, local or dated posts, which move or go rather than being checked. Funding facts are checked against GOV.UK for the UK nation each post covers. Counts from the topic check spreadsheet. People and time to confirm with Abi
Health guides: about care, not medicine
Abi asked for national content to be care-led (14 Oct). Today about 56 of the 100 national guides on health conditions read as medical: they explain causes and treatment, and care comes as an afterthought at the end.
TodayThe causes of upper thigh pain in older adults
- Symptoms
- Causes
- Diagnosis and treatment
- Two short care subheadings at the very end
→
Care-ledSame guide, same title and address
- What it can mean day to day
- Common causes, in brief, linking to the NHS
- When to get medical help (highlighted box)
- Helping at home: moving safely, comfort, routines
- How a care professional can help
- Questions families ask
Rules for every health guide
- Start with what the condition means for daily life at home.
- Keep medical detail short and general, and link to the NHS for diagnosis and treatment.
- No advice on treatment, medication or doses. Always say when to see a GP, call NHS 111 or call 999.
- Include a “helping at home” section with practical steps a family or carer can take.
- Checked by the clinical lead before it is published.
Guides that already earn search and AI visibility keep their titles; the care angle is added in the content. Source: Fibre review of the titles and introductions of the 100 national health condition guides, 27 Oct 2026.
See it in the wireframe: National guide · Local post · Office news post
7. Why it is worth doing
Where the visits and enquiries come from
National guides bring the most visits. Office news is small but turns the most visits into enquiries.
Sessions in 12 months
Office-written national
40,170
Key events per 1,000 sessions
Office-written national
0.6
Source: GA4 landing pages, all channels, 26 Oct 2025 to 26 Oct 2026, old and new addresses combined.
8. Next steps
Order of work, and what we need to start
Now
Fix what is broken
The 12 office blog errors and the one missing redirect.
Persona (Paul)
Phase 2
Build the pages
Local blog hub, topic pages, office news page; topic tag on national posts, kind-of-post tag on local posts, office byline, dates, CQC rating and snippets on posts; a What’s On Where label so each guide is pinned and linked.
PersonaAlex
Phase 3
Sort the content
Check and label the office-written national posts, correct the 19 redirects, finish agreed removals, merge duplicates, move careers and company posts out of the blog, remove dated awareness-day posts, rework medical-led health guides around care, and decide the 780 posts the bucketing sheet never covered.
Fibre (Sophie)National reviewers
Phase 4
Keep it tidy
Short guidance for offices on the rule and topics; rework leisure posts worth keeping.
AlexFibre (Sophie)
Decisions needed before we start
1Where should each kind of post live?
We proposeThree homes: national advice listed on the advice topic pages, local guides on the local blog hub, and office news on each office’s news page. New posts follow the four questions in section 3.
Why it mattersEverything else in this plan builds on it, and offices get one simple rule for every new post.
Who decidesAbi
2Who checks the office-written advice posts?
We proposeFour example roles: a clinical lead, a dementia specialist, a live-in care lead, and a quality and standards lead (section 6).
Why it mattersAbout 198 office-written posts give families health and funding advice with no named reviewer. They can only be listed as national advice once checked.
Who decidesAbi
3Can the breadcrumb follow the topic, without moving the post?
We proposePosts keep their current addresses, but the breadcrumb reads Advice & Support › [topic], set by the topic tag.
Why it mattersIt avoids hundreds of redirects. If the site cannot do this, we need a different plan for the 230 posts in /local-care/blog/.
Who decidesAlexPaul
4What addresses should the topic pages use?
We propose/advice/[topic]/, reusing /advice/care-cost/ for Paying for care and /advice/age-well/ for Living well at home.
Why it mattersReusing the two existing pages keeps the search clicks they already earn. The other six are new pages.
Who decidesAlex
5Can posts show who they are from and when?
We proposeThe office name (linked to its office page), published and updated dates, and the office’s CQC rating, on every local post.
Why it mattersThis is the authorship asked for before launch. Who wrote care content, and when, is one of the first things Google and families look for.
Who decidesAlexPaul
Already agreed: award posts follow the two-year rule. What’s On Where content stays with its own project; this plan only covers where the guides sit and how they are linked.