Foster Care Organization: How to Raise Awareness and Build Trust with New Supporters

This audit provides actionable tips and takeaways to:

  • Grow awareness for your cause
  • Build trust with your website visitors
  • Increase your donations and volunteer applications

Website Review Summary

Quick Notes

More Info: Growing Your Online Authority

Visit Nonprofit: Banya

About Banya

What: Helps find the right foster carers for children and young people in the greater London area.

Why: Having a loving family is essential for the health and growth of young people and for the health of our communities and society.


  • Recruit Foster Carers who are eligible to foster a young person
  • Take In and Place Foster Children who are in need of a foster carer
  • Educate the community to raise awareness and support
Growth Goals
  • Primary: Place more children and young people in to foster care
  • Supporting:
    • Enroll more qualified foster carers
    • Enroll more foster children

Growth Opportunities

Raising Awareness

  1. Optimize for Search Results so people can find you through search engines (organically)
    1. Branded vs Non-branded Optimization
    2. Provide relevant educational information
  2. Utilize Adwords – Ensure you are ranking for Branded terms and high-value Non-Branded terms.
  3. Expand Relevant Content to help you rank for more non-brand search terms.

Trends: “Foster A Child”

Geography: UK

Search Term: Foster A Child

Search Demand (Market Sample)

Become Foster Parent

KeywordsSearch Volume 
become foster parent1000
become a foster parent1000
how to become a foster parent880
how become foster parent880
become foster parent uk170
being a foster parent140
how do you become foster parent70
being a foster parent uk40
becoming a foster parent requirements20
should i become a foster parent quiz10
how can i become foster parent10
becoming a foster parent pay10

Fostering in London

KeywordsSearch Volume
fostering in london880
fostering agencies in london110
fostering allowance london20
fostering in south london10
fostering agencies in east london10
fostering network london10
fostering west london10
fostering in london uk10
Geography: UK
Search Volume: Avg. Monthly Searches on Google

Current Rankings


banya family placement agency1
banya fostering2
banya fostering3
banya family placement agency2
local banya logo57
banya london29
local banya founder89


foster carers real life storiesPosition
chlapps login12
setting up an independent fostering agency22
transfer protocol fostering22
independent fostering agencies near me24
how to start a fostering agency uk27
independent fostering agencies in london28
foster care fees uk38
shared stories shared lives training40
foster care network uk44
foster charity theme45
foster carers real life stories47
Geography: UK
Search Volume: Avg. Monthly Searches on Google

Advertising Activity

  • Currently not running ads:
    • Facebook / Instagram
    • Google

Building Trust

  1. Build More Educational Content and use it to 1) help specific segments navigate your site, and 2) provide relevant and timely follow-up content via email and retargeting.
    1. Create content based on the search demand of your target audience
    2. Connect your content into a Supporter’s Journey for smooth communication
  2. Integrate Trust Builders into your most important pages [Become A Foster Carer]. 
    1. Project success metrics
    2. Support from other organizations
    3. Testimonials (where relevant)

Educational Content

Trust Builders

Stories from children and statistics on number of carers found can significantly improve trust with new site visitors.

Encouraging Visitors to Take Action

  1. Clarify Communication for clearer flow of information and smoother user experience.
    1. Provide highly relevant information following each CTA
    2. Provide more depth in information for potential carers
  2. Re-engage Interested Visitors via remarketing through email, with FB pixel, and Adwords pixel. (After you increase your traffic levels)

Action: Educating Potential Carers

Relevancy Disconnect:
Being a carer is a vocation


Who can become a foster carer?

Not Enough Depth: What is foster care?

Questions or Comments?

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David E
David E

My SEO Journey: mentee >> freelancer >> top rated on Upwork >> agency owner... I've come a long way over the last 10 years. This blog covers everything I wish I knew when I was younger. Enjoy!

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