Nursing homes, assisted living facilities and home-care organizations, use web sites to describe their services to potential consumers. This virtual ethnographic study developed models representing how potential consumers may understand this information using data from web sites of 69 long-term-care providers. The content of long-term-care web sites can be understood based on common concepts such as services provided, quality of life, autonomy, values, and goals. However, the use of a human ecosystems organizing framework results in systemic, contextualized, in-depth, and useful models for understanding and highlighting similarities and differences across the three forms of long-term care. This research has implications for those interested in long-term care and for researchers organizing qualitative data in ethnographic research. (Contains 1 table and 3 figures.)