Essex County Council

Every year Essex County Council (ECC) needs to find loving, capable foster families for scores of vulnerable children. Its fostering portal is its primary means of attracting carers. However, a high bounce rate suggested the site wasn’t engaging, clear or informative enough to maintain visitor interest – meaning that potential foster parents were slipping through the net.

Content Consulting rewrote the entire portal in an accessible and engaging way. We embedded key messages – such as the ECC’s fostering team’s ‘outstanding’ Ofsted rating and high-quality training – introduced greater narrative consistency, and put the voice of the foster carer and child at the heart of the site.

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