Beaufort Care Group

The challenge

Beaufort Care Group (BCG) provides specialist residential care for children and young people facing emotional and behavioural challenges, often due to traumatic early experiences.

While BCG’s care is exceptional, the company’s website wasn’t telling their story well. The website had evolved organically over the years, with varying team members adding content. This had led to inconsistent messaging and conflicting styles. The text-heavy pages and confusing navigation weren’t doing justice to their important work.

Marketing agency Blue Bee brought me in to solve this challenge.

What I delivered

BCG has eight residential homes and supported accommodation for young people. I worked closely with BCG’s team to understand each home’s unique offerings and the journey their young residents take.

We restructured the website with a more intuitive layout and engaging content that reflected BCG’s services and strengths. The content needed to appeal to several different audiences: worried family members, a social worker looking for the right home for their client and a local council manager wanting to understand the costs involved. So, the content was tailored to each audience and answered questions about BCG’s care in a clear, direct but empathetic way.

Each residential home now has its own dedicated page that summarises the main amenities and local area attractions. Personal stories also show how BCG’s team has supported residents in their care.