Launching Wrightcare within a multisite CMS: scalable digital growth with Absolute Control

When Wrightcare, a new division of the Eric Wright Group, prepared to launch its premium residential care home offering, Absolute Brand Agency had already developed a distinctive brand foundation. The next step was bringing that brand to life online through a standalone website that felt warm, human and reassuring—while integrating seamlessly within the Group’s existing multisite CMS platform.

Delivered ahead of the physical care locations and final brand assets, the website quickly became a key digital touchpoint. It established Wrightcare’s identity from day one, while providing the flexibility needed to evolve as the service expands.

By launching Wrightcare within the Eric Wright Group’s existing multisite environment on Absolute Control CMS, we introduced a fresh, distinctive brand while maintaining the benefits of an established digital framework. This approach ensured consistency across the Group’s digital estate while giving the Wrightcare brand the creative space it needed to connect with its audience.

“Absolute Control has given us consistency, control, and the flexibility to scale. With Absolute Control’s multisite CMS, our team can update content quickly and confidently, making the process far more efficient.”

— Jen Baker, Group Head of Marketing and Communications, Eric Wright Group

Building Wrightcare within a Multisite CMS

Rather than building a disconnected microsite, Wrightcare was launched as part of the Group’s established multisite CMS. This approach allowed the new brand to benefit immediately from shared modules, existing functionality, security, and governance - while still expressing its own unique identity.

From an initial UX-led discovery phase through to high-fidelity UI and development, the project focused on creating a digital experience that puts people first. The resulting platform supports families navigating important care decisions, while giving internal teams the tools they need to manage and grow content with confidence.

“This project is a great example of how a well-implemented multisite CMS can unlock real value. By extending the Eric Wright Group’s Absolute Control platform for Wrightcare, we delivered a solution that balances brand flexibility with marketing control - and sets a strong foundation for future growth and the Wrightcare service expands.”

— Head of Digital, Absolute Nexa

For organisations managing multiple brands, launching new websites can quickly become complex. A multisite CMS provides the structure needed to scale efficiently while maintaining creative flexibility.

The Wrightcare launch demonstrates how organisations can introduce new brands confidently while benefiting from a shared digital platform.

Discover how Absolute Control CMS helps organisations manage multiple brands and websites within a powerful multisite CMS platform, while maintaining creative freedom and marketing control. Get in touch