Compass Fostering

A website and marketing strategy to recruit new loving families.

Compass Fostering is an independent fostering agency that provides the highest quality care to children who haven’t had the best start in life.

They asked us to create a new website that would attract new foster parents and enable Compass Fostering to connect new families.

Lead Time:
5 Months
Target Type:
Website Goal:
Create a modern new website with improved visibility & conversion rate
Web Design, Web Development, WordPress, Digital Marketing

The challenge

The Compass Fostering team recognised that their existing website was holding them back. They challenged us to deliver a new website that was modern, dynamic and interactive. With a huge shortage of foster families, they needed to be found by more prospective families and generate enquiries. The brief was to create a design that is approachable, playful and informative.

  • 1 x Website Designer
  • 1 x WordPress Developer
  • 1 x Backend Developer
  • 1 x Quality Assurance Tester
  • 1 x Project Manager
  • 1 x SEO Strategist

Our approach

We used Compass Fostering’s brand to create a fresh website design that our developers coded in WordPress. It provides their marketing team with a flexible platform that they can use to scale their business and support their campaigns.

We introduced a new website structure and intuitive user journeys. Compass have some incredible resources and informational content that was previously buried within the website and rarely accessed by visitors. Our team ensured that content on the new website is accessible and optimised for maximum visibility in search engines.

Our marketing team produced a digital strategy that was pivotal to the success of the website, informing everything from the website structure, design and development, and driving Compass’ overarching goals.

The website

One of Compass Fostering’s greatest challenges was how to deliver a large amount of content to their visitors in a way that was digestible. We achieved this by chunking content and using bold colour blocks from their brand to segment key messages. We use interactive elements to load content in an engaging way that signposts the user journeys.

To deliver the best website, our team evolved the brand to include playful and animated brand elements including underlines, shapes and drawings. We invested time in creating an interaction aesthetic that elevates the design, introducing subtle movement with moving brand shapes in the banners and on hover of call to actions.

View site

Fostering allowance calculator.

We created a calculator to estimate the financial support available to foster families. This tool supports the on-site user experience and is also a fantastic opportunity for Compass Fostering to build reputable links to their website.

The brand

We evolved the existing brand to create an engaging design that looks and feels cohesive.

Informative content

We introduced key information and resources throughout the user journeys to strengthen the user journeys and support prospective foster families.

Application form

We delivered a new application form for Compass Fostering, using UX design to maximise the number of applications

SEO strategy

Compass Fostering had a great opportunity to significantly increase their visibility, enabling more foster families to find them online. Their existing website did a number of things right, but could perform much better with a proper strategy and the implementation of SEO, code and performance best practice.

Our marketing specialists reviewed their position in the market and measured the gap between their current rankings and their potential rankings, then created a digital strategy outlining what needed to be done to close the gap and increase keyword rankings.

+ 1 48 %
Increase in keyword visibility
Compass Fostering SEO results chart going up

The chart above shows Compass Fostering’s keyword rankings following the launch of the website. Blue bars represent positions 1-3 in Google, green represents rankings on the rest of page 1, purple represents page 2 rankings.

“Our experience with Plug and Play developing a new website for Compass Fostering was fantastic from start to finish.

They really took the time to understand our needs and requirements, delivering a detailed report on our old website and everything they thought we could improve upon. The time spent understanding our brand really paid off, and the initial wireframe they delivered hit almost every mark. They then took this and delivered a website that exceeded our expectations.

Gabrielle was fantastic throughout the project, and was quick to solve any of the inevitable snags that arise in any web build! Her communication was invaluable throughout and we appreciate all the work she put into this, alongside the wider P&P team.

We’ve already seen an uplift in SEO performance which shows the impact that having a well built website can have.

We’re looking forward to collaborating on more projects with Plug and Play!”

Nathan Greenhalgh, Group Marketing Manager, Compass Fostering

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