Project · Senior care
How we built a trilingual website with an AI chatbot for a senior care home
“Rūjienas senioru māja” is a social care centre in northern Vidzeme, Latvia. When we started working together, it had an old WordPress site with outdated information, and social media accounts where posts appeared irregularly.
This is the story of what was done and what the results were. All numbers come from the client’s accounts, not from rough estimates.
The situation before we started
The care home faced three problems that are typical for many regional businesses in Latvia:
- The site was in Latvian only. Around Rūjiena, and even more across Latvia, many families look for care options in Russian. They simply did not find this centre.
- The same questions again and again. How much does it cost? Are there free places? Which documents are needed? A person answered them by phone, during working hours.
- You could not see what it is like inside. A family choosing a care home for a relative wants to see the rooms. There were almost no photos on the site.
The goal
A family looking for care for a relative should find the centre on Google in Latvian or Russian, immediately see the rooms and the prices, and get an answer to a question in the evening too, not only by phone during working hours.
What we built
A website in three languages
Latvian, Russian and English versions with separate addresses and correct technical linking, so that Google indexes each version separately. A visitor searching in Russian lands on the Russian page, not the Latvian one.
Six sections: home, prices, gallery, contacts, blog and privacy policy.
A gallery with 42 photos
Split into four parts: the building, interiors, rooms and activities. All images are compressed to a sensible size so the site loads quickly on a phone. The client chose which photos show the centre best, and ten were removed at his request.
AI chatbot
The chatbot answers questions about care services in all three languages. It learns from the site’s own content, so the answers are specific — prices, hours, admission procedure — not generic phrases.
An important principle: the chatbot does not replace a person. It answers the questions whose answers are already known and refers more complex cases to a personal conversation. In care this matters — a family’s decision is not something you hand over to a robot.
Social media management
A regular content plan for the Facebook page: daily life at the centre, events, staff stories. Comment moderation and a monthly report with numbers.
Technical setup, SEO and AIO
- Language versions with hreflang links: the Latvian, Russian and English pages point to each other, so Google shows each searcher their own language.
- Structured data (Schema.org): business information, frequently asked questions and breadcrumbs, so that Google and AI assistants understand what it is and where it is.
- llms.txt for AI search engines and a sitemap submitted to Google Search Console.
- A secure AI chatbot: the connection to the AI goes through the server, so the key is not visible in the page code, and there is a limit against too many requests.
- Testing: in a Google PageSpeed Insights test in July 2026 the site scored SEO 100, Best Practices 100 and Accessibility 97.
Result in AI search: first source in Google AI Overview
On 3 October 2026, Google AI Overview cited 8 sources for the search “senioru mājas” (senior homes) in Latvia. The first of them was rujienasseniorumaja.lv.
What we did so that AI understands and cites the site:
- Clear answers on the page: prices, address, admission procedure and frequently asked questions are written directly on the page.
- Structured data says the same in a language machines understand: what it is, where it is, what it offers.
- An llms.txt file with a short summary for AI tools, and a robots.txt that does not block AI crawlers.
- Regular content: blog news in three languages, so the site stays fresh.
To be honest about the number: AI answers change with time and user, so this is one recorded observation, not a guaranteed position. But it shows that a small regional care home can be first in an AI answer when its site is built the right way.
Results
Below are numbers from the client’s Facebook account. They relate to the social media work, not to the website.
The most interesting number is not 43 174. It is the ratio: the page has about 1400 followers, but the video reached more than 43 000 people. That is more than 30 times what the page would reach if only followers saw the content.
This is why a regional business need not fear a small follower count. If the content is something people want to show others, the algorithm carries it further by itself.
What another business can learn from this
Bilingual content often brings more than advertising
In Latvia a large share of people search for information in Russian, yet most small business websites are in Latvian only. Adding a Russian version needs no advertising budget — it simply opens the door to an audience that used to go to a competitor.
A chatbot helps most where questions repeat
A care home, a dental clinic, a car service, a beauty salon — wherever customers ask the same things, a chatbot pays off quickly. Where every customer is a unique case, the benefit is smaller.
Photos sell more than text
For the care home, the gallery of 42 photos possibly influenced decisions more than any text on the site. A family wants to see the room where their relative will live.
See it for yourself
The site is public and working: rujienasseniorumaja.lv. You can switch languages, open the gallery and ask the chatbot a question.
Does your business need something similar?
The first conversation usually makes it clear whether you need it and, if so, where to start. Free and with no obligation.
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