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.