Beaufort Care Group

Changing young people’s lives: the Beaufort Care Group

Beaufort Care Group (BCG) provides specialist residential care for children and young people who’ve faced significant emotional and behavioural challenges, often following traumatic early experiences.

While BCG’s care is exceptional, their 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 help solve this challenge.

The approach

BCG has eight residential homes and supported accommodation for young people. So, their business is complex. I worked closely with the team to gain a deeper understanding of each home’s unique offerings and the journey their young residents take.

Clarity and accessibility were key. We restructured the website with a more intuitive layout, and I created concise, meaningful content that reflected BCG’s services and strengths. Each residential home now has its own dedicated section, highlighting all the main facilities and amenities. We added transformational life stories that show how the team has supported children in their care.

Drawing on my experience as a copywriter for care homes, I crafted words that resonated with their diverse audiences, from local authorities and social workers to families. The tone needed to balance professionalism with warmth while also answering common questions about BCG’s care services.

The outcome