Beaufort Care Group

Changing young people’s lives: the Beaufort Care Group

Every day, somewhere in the UK, the team at Beaufort Care Group are transforming young people’s lives. They provide specialised 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 inconsistent messaging as different team members have added content. 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 a complex one. I worked closely with the team to understand each facility’s unique offerings and the journey their young residents take.

The solution focused on clarity and accessibility. We restructured the website with intuitive navigation and concise, meaningful content. Each residential home now has its own dedicated section, highlighting key facilities and amenities. We added transformational life stories, showing how the team has helped transform the lives of children in their care.

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

The outcome