Beaufort Care Group

Background

Founded in 2003, Beaufort Care Group provides high-quality residential care for children and young people with complex emotional and behavioural needs. But, it does much more than that. The team helps children turn their lives around, often following a traumatic start.

I was fortunate to learn more about their work when I was asked to produce their new website content. This was a project I delivered with local marketing agency Blue Bee.

Beaufort Care Group’s old website was not providing a good user experience – with text-heavy content and a confusing layout. The messaging was also inconsistent – the result of many different team members adding content over the years. So, I was brought into help, as an experienced copywriter for care homes.

The solution

Beaufort Care Group has eight residential homes and supported accommodation for young people preparing for independent living. So, their business is a complex one. I worked closely with the team to ensure that the content clearly explained exactly what they offered in each setting in a persuasive, yet sensitive, way.

The new website is laid out in clear sections – with intuitive navigation and punchy copy that is easy to read at a glance. Alongside the main landing pages, I created a new section highlighting the facilities and amenities in each home. New case studies also show how the team has helped transform the lives of children in their care.

 Armed with my experience of copywriting for care homes, I carefully tailored the tone of voice to Beaufort’s audience and made sure the content covered all the questions they would have.

The outcome

This was a large, complex project but the client was delighted with the results – a website that really captures the amazing work they do.

Here’s what Blue Bee said about my contribution to the project: