A quick word about Conversion Rate Optimisation, though we’ll cover this more thoroughly in another case study… CRO Marketing worked alongside Content SEO to bring some big wins, allowing us to optimise page design and contact form design for maximum impact and maximum conversions.
- A simple button colour test led to +24% increase in the conversion rate.
- Testing on the hero section led us to implement design changes that reaped a 47% conversion rate increase.
- Testing of the intro copy on the ‘Can I foster?’ tool led to an +88% conversion rate increase.

The SEO strategy has included a lot of copy optimisation and the addition of E-A-T (expertise, authoritativeness and trustworthiness) elements that didn’t previously exist.
With this in mind, we’d paid close attention to creating an intuitive, methodical structure for the site. It’s so well-organised now (including Schema) that users (and Google) can find the information they need quickly, and can delve into topics in as much detail as they like.
And the quality of the information on the site is excellent. National Fostering Group wants to give potential foster carers all the important information they need. Not only are they providing a depth of information that outstrips competitors on the main site, their bespoke content hub (which we launched six months later) provides a structured platform for campaign information, advice and case studies, some of it user-generated.
18 months on, it’s going from strength to strength as we continue to build out the structured sections with even more depth, while keeping it easy for users to find what they’re looking for.