12 Fun and Easy Writing Tips for Care Homes to Make Your Messages Shine

Let’s face it - writing for your care business can sometimes feel a bit... flat.

The words are there, but they’re missing that spark, that something that makes families feel truly connected to what you do.

Here’s the good news - with a few tweaks, you can transform your messages into something warm, engaging, and unforgettable. Whether it’s a newsletter, website update, or social media post, these 12 fun writing tips will help you bring personality and clarity to your content.

1. Picture 1 person reading it

When you’re writing, try picturing just one person you’re speaking to. Imagine it’s the family member of a resident who’s wondering if your home is the right fit. Writing to one person makes your words feel direct and personal, which helps readers feel like you’re speaking just to them. Use 'you' and 'your' in your copy so it sounds more personal.

2. The “Explain it like I’m new to this” approach

There’s no need for overly complex language when it comes to care. Imagine explaining your message to a total novice - as that's what most of your audience will be. This approach helps keep things friendly and easy to understand.

3. Show, don’t just tell

Instead of saying, “We provide excellent care,” bring it to life with a story. For example, “Our team organised a surprise birthday party for Joan, complete with her favourite songs and a homemade cake.” Real-life stories paint a vivid picture of what makes your care home special.

4. Sprinkle in some power words (but not too many)

Certain words - like “comfort,” “belonging,” and “peace of mind” - help your content stand out. But too many can feel forced. Use them sparingly for a little boost, but keep the focus on warmth and sincerity. The goal is to resonate with your audience, not overwhelm them.

5. Swap out the jargon

Let’s face it - care can get a bit jargon-heavy. Phrases like “person-centred care” and “personalised support” are important but can feel impersonal. Try using words people actually say in real life, like “we get to know each resident personally.” It’s about making readers feel understood, not confused.

6. The “Dear Nan” trick

One of my favourite ways to add heart to my writing - start with “Dear Nan.” Imagining you’re writing to a family member adds a touch of warmth and helps avoid sounding too formal or distant. Just remember to delete the “Dear Nan” part before you send it to anyone (I'm speaking from experience!).

7. Read it out loud

Before hitting ‘post’ on that newsletter or website update, read it out loud. You’ll catch awkward phrases, notice if they sound a bit stiff, and make sure they flow naturally. It’s an easy way to spot anything that needs a little softening - making sure it sounds like a friend, not a brochure.

Tip: In Word, you can choose to have it 'read aloud' to you. I use this all the time, and it really helps me catch where the copy doesn't flow quite right!

8. Ask a question to spark a conversation

People are more likely to engage with content that feels like a two-way conversation. Instead of ending with “We value family involvement,” try something like, “What family traditions do you cherish with your loved ones?” You’ll invite them to share and feel more connected to your care home.

9. Less is more

When it comes to writing, a little goes a long way. Don’t over-explain - aim for simplicity and clarity. If you find yourself rambling, ask, “What’s the shortest way to say this?” Your readers will appreciate the directness, especially when they’re already juggling a lot.

10. Show some personality

Don’t be afraid to show the human side of your care home. A bit of humour, a warm story, or a lighthearted phrase goes a long way. Personality adds warmth and helps people feel they’re dealing with real, caring individuals - not a faceless organisation.

11. Highlight the “little things”

The little things are often what make care homes feel like home. Rather than focusing on big claims, share the everyday touches that matter - like a morning coffee ritual with a resident or a team member going the extra mile. These moments are the heartbeat of your care home, and they help families see the genuine care you provide.

12. Empathy, Empathy, Empathy

When you write, try to imagine what families or potential residents are feeling. Are they worried? Overwhelmed? Reassure them with words that reflect their emotions. For instance, “We know it’s a big step to choose a new home, but we’re here to make the journey as comfortable and supported as possible.”

Each of these tips will help your care home’s communication feel personal, warm, and reassuring. Remember, great writing is less about fancy words and more about honest connection. So, the next time you sit down to write, try one or two of these tricks, and see how it brings a little extra heart into your message.

Happy writing!

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Hello there!

I'm Becky, a seasoned copywriter and communications expert passionate about the elderly care sector. My roles in the marketing and communications department for Bright Horizons, brighterkind, and Four Seasons Health Care, have equipped me with a deep understanding of how to communicate with empathy, clarity, and authenticity. My focus is always on creating meaningful content that speaks directly to both the practical and emotional needs of those navigating the care journey.

?? I create engaging, human-to human content that truly connects with readers.

?? With over 20 years of experience, I've crafted compelling press releases, blogs, and web copy and internal communication, all designed to resonate deeply and authentically.

?? I've supported numerous clients in the care industry, and they appreciate my warm, relatable approach.

?? Drop me a message to say hello, or visit my website to learn more about how I can help your brand shine.

Becky x