How Bluebird Care built a scalable digital ecosystem for 250+ franchise sites across the UK and Ireland
Technical snapshot
- Page Builder
- Content Hub
- Document workflow system
- Multisite support
- Third-party integrations (ATS, Mapbox, Mailchimp, Trustpilot)
- Upgrade from Kentico Xperience 13 to Xperience by Kentico
Explore how Bluebird Care's upgrade and consolidation enhanced marketing efficiency
Bluebird Care needed to reimagine their CMS to support two primary corporate sites (UK and Ireland) and over 250 mobile-optimized franchise microsites.
This effort had to balance brand consistency with the autonomy of local offices, while enabling robust performance tracking, intuitive navigation, and integrations with key business systems.
Bluebird Care’s previous digital infrastructure needed a strategic overhaul to support long-term growth and evolving user needs. They aimed to improve the user experience and streamline content delivery across their franchise network. Key goals included implementing a mobile-first, scalable architecture, enhancing digital journeys for diverse user groups, and boosting lead generation and SEO performance.
To achieve this, they focused on simplifying content distribution from HQ to franchisees, integrating recruitment tools, reviews, and analytics, and ensuring the platform could support both business and customer needs now and into the future. The site also needed to be flexible and easy to manage, enabling administrators to maintain content efficiently while supporting brand consistency and storytelling.
Partnering with UK-based digital agency Ridgeway, Bluebird Care set these ambitions into motion, choosing to upgrade from Kentico Xperience 13 to Xperience by Kentico.
Xperience by Kentico provided the flexibility and power required for Bluebird Care’s ambitious goals. Together with Ridgeway, the team delivered a mobile-first solution tailored for enterprise-scale multisite management.
Favorite new site features:
- A restructured UX and IA optimized for care seekers, job applicants, and local authorities.
- Alignment with new brand guidelines, with a cohesive visual presence across 250+ franchise microsites.
- The ability for national teams to syndicate content, while giving franchisees the ability to independently manage local pages and campaigns with tools like reusable brand blocks and widgets.
- A composable architecture with seamless third-party integrations.
This allowed Bluebird Care to strike the right balance between central governance and local adaptability, critical for both brand integrity and community engagement.
Bluebird Care selected Xperience by Kentico due to their strong native toolset, composability, and scalability. The platform enables both centralized and localized content strategies able to support business growth.
Low-code components, robust API support, and streamlined administrative features made it an ideal match for Bluebird’s operational complexity and growth ambitions.
Ridgeway used the following features to meet Bluebird Care’s goals:
- Content Hub
- A document workflow system
- User management tools
- Multisite capability with EN-GB support
- Robust administration tools
- Page Builder for reusable components
- Third-party integrations, including: Vision Maps & Mapbox, Occupop & Teamtailor, Mailchimp, and Trustpilot & CQC
This transformation has positioned Bluebird Care for sustained growth, operational efficiency, and improved digital engagement.
Looking ahead, Bluebird Care will continue enhancing their web presence through personalized content strategies, integration of emerging technologies, and expanded use of analytics. Plans include advanced personalization to tailor care messaging, utilizing automation features, and expanding the digital estate to support international franchises. Continuous optimization based on real-time analytics will further strengthen digital engagement with care seekers, franchisees, and local communities.
“We are thrilled to see the Bluebird Care website recognised as Kentico's Site of the Year in the Healthcare category! This award highlights the incredible collaboration between Bluebird Care and Ridgeway, resulting in a platform that not only embodies our mission but also serves as a vital resource for families seeking support and care solutions. The innovative features of Xperience by Kentico and user-friendly design truly set this site apart. A heartfelt thank you to Ridgeway for their expertise and dedication in bringing our vision to life!”
Ridgeway
Qualifications
Competencies
- Cloud
- Content Strategy
- Digital Commerce
- Digital Marketing
- Integration and Customization
- Personalization
- Locations
-
