Build Authority as a Care Business Founder

In today’s competitive care market, being a great provider isn’t enough.

To win contracts, attract private clients, and grow your team with confidence — you need to be seen as an authority. Not just someone who runs a care business, but someone others trust, follow, and listen to.

At Big Sister, we’ve supported over 500 care founders across the UK in building not just compliant businesses — but credible ones. And the difference always comes down to this:

Do people see you as an expert… or just another provider?

If you’re ready to stand out for all the right reasons, here are 5 proven ways to build your authority.

Tell Your Story — And Own It

People don’t connect with logos. They connect with leaders.

If you want people to remember your business, they need to remember you. Not in an egotistical way, but in an intentional, human way.

Think about:

Why did you start your care business?
What values do you hold that make your service different?
What experiences shaped your mission?

When you speak from your journey — whether in a blog, on video, or in a tender response — people lean in.

Founder’s Tip: Record a short video introducing yourself and your “why” and pin it to your website or social media. It builds trust in under 60 seconds.

Create Consistent Educational Content

One of the fastest ways to build authority is to teach what you know.

Whether it’s a LinkedIn post, short video, or blog — when you share insights about care regulations, leadership, compliance, or recruitment challenges, your audience sees you as a go-to expert.

You don’t need to be perfect — you need to be helpful.

Start with topics like:

“5 Mistakes to Avoid When Starting a Homecare Business”
“How to Hire and Keep Amazing Carers”
“Understanding CQC’s New Framework: What You Need to Know”

Founder’s Tip: Choose 1 platform to commit to each week — even 1 post builds more trust than silence.

Get Featured (and Brag a Little!)

You’d be surprised how many care founders do incredible work… and no one ever hears about it.

Get intentional about showcasing:

Awards or accreditations
Features in press, podcasts, or industry panels
Client testimonials
Contract wins (where appropriate)

This isn’t vanity. It’s visibility.

When people see others endorsing your work, they’re far more likely to trust you.

Founder’s Tip: Add a “Featured In” section to your website and include it in bid submissions or funding proposals.

Speak at Events — Big or Small

You don’t need to wait to be invited to a national conference. Start small:

Offer to speak at local business events or networking groups
Host a free webinar on a key topic like CQC readiness
Deliver a workshop for fellow founders or carers

Speaking positions you as someone with insight and leadership — not just someone who delivers a service.

Plus, they often lead to referrals, partnerships, and new client leads.

Founder’s Tip: If you’re part of Founder’s Circle, we’ll help you develop your “signature topic” and even build the slides and promotion.

Back It All Up With Substance

Authority without credibility doesn’t last.

Make sure your care delivery is consistently excellent. That means:

Positive CQC inspections
Strong staff retention
Client feedback you’re proud to share
Clear systems that prove quality, safety, and responsiveness

Your authority as a founder will only grow if your service consistently reflects your values.

Founder’s Tip: Build an “Impact File” — a shared folder of real results, stories, data, and visuals to use in tenders, social media, and awards submissions.