The challenge
The London Borough of Hammersmith & Fulham’s “Fostering with West London” campaign was generating Facebook ad traffic—but their legacy CMS could only convert 0.2% of ad clicks into initial contacts. That’s 5× below the 1–2% target, with hundreds of prospective foster carers slipping through the cracks and ad budgets underperforming.
Key pain points
- No flexible calls‑to‑action or info‑pack download.
- Forms couldn’t tailor questions or feed data into the case‑management system.
- The designers’ tested Figma designs couldn’t be made in the old CMS.
What we did
This project was pure team work, whilst Nim Vishram (the designer rebranding the whole project) was making the design in Figma, Ryan was uploading content to the new microsite, Ru was making webform report directly to their case management systems and Justine got the design onto the microsite.
A few new custom paragraph types including a new big banner and icons were made to help the content work how they needed it but not much else was needed.
The large part of the work was for Justine making the frontend work for the design. This was where microsites made this quick and easy, with all the customisable fields in the UI we had something looking 80% like the design in no time. Adding new fonts to the list and colours where needed. A new theme to add our tweaks et voila, new website done!
The results
"We are getting very good feedback about the website and most importantly it is working to convert clicks and bring in enquiries"
— Nicky Green, Senior Marketing & Communications Officer, LBHF
We were done with a few days to spare which is always nice! The first week of the websites soft launch and the results were in:
| Metric | Before | After |
|---|---|---|
| Site‑driven conversion rate | 0.2% | 32.1% |
| Total initial contacts | — | 283 |
| Website form submissions | 0 | 91 |
| Info‑pack downloads | 0 | 29 |
| Event sign‑ups | — | 10 |
That's 32.1% of leads through the website - up from 0.2% - and we hadn't even advertised the change of CMS/content. The team could also now offer a PDF information pack and track people who have signed up to events much easier.
Key wins:
- 160× uplift in web conversion
- Automated PDF info‑packs & event tracking
- A reusable microsite blueprint for all fostering hubs
Strategic content + right CMS tools = exponential engagement lift.
This goes to show that content is king and having the right tools to make that content is essential. We’re experts at building the tools your council web teams need to turn clicks into enquiries.
Get in touch to see how we can help your service.
