The Client

The St Magnus Community

St Magnus Community comprises two hospitals and two nursing units, based in the New Forest, Hampshire, and Haslemere, Surrey. The communities provide the best care in the UK for men and women with complex mental health and physical problems.

St Magnus has a 27-year track record as a psychiatric hospital and nursing care group, working directly with NHS providers. Its success has earned a hard-won “Outstanding” rating from the Care Quality Commission (CQC). It has 400 staff – superheroes, every one of them.

St Magnus Community

The Problem

A new website was planned and the St Magnus team needed a strategic copywriter able to work collaboratively with them – drawing out the very best of what they do.

The Solution

We worked hand in glove with the senior management team, including the business development director, psychiatrists and hospital managers.

We also organised Q&As with staff to gather their thoughts and write profiles highlighting i) what they love about their jobs and ii) what makes St Magnus stand out from other mental health settings.

At Editing Edge, we work closely with a network of expert associates including graphic designers and web developers. In this case our partners were Surrey-based Clever Marketing and we liaised with them throughout the project, from initial page templates to final line-by-line snagging.

Strategic messaging was required to reassure and impress different stakeholders:

  1. CQC / funders (NHS commissioning groups): that the St Magnus Community is a showcase of best practice with a business mindset, providing superb care delivered by compassionate staff.
  2. Patients and families: that staff are dedicated to providing the best care in outstanding surroundings, with experts at the forefront of the latest thinking on mental health care, and a genuinely welcoming, family atmosphere.
  3. Prospective employees: that St Magnus is a great place to work, with every staff member treated as an individual (evidenced through website profiles) and dynamic leaders modelling best practice in their sector.

The Result

A 130-page website for the St Magnus Community.

Working together with the St Magnus Community team, we created core website content that is upbeat, engaging, succinct and tells the St Magnus story. This flows over five websites: The St Magnus Community, St Magnus Hospital, St Magnus Nursing Unit, St Martha’s Hospital and St Martha’s Nursing Unit.

We forged hugely productive relationships with managers, clinicians and the design/web development team – essential for such a complex, high-stakes project.

The website content includes:

  • The bright, welcoming facilities.
  • The ethos that makes the St Magnus Community special.
  • Details of psychiatric care available.
  • Colourful descriptions for “Life at St Magnus” pages.
  • Staff stories for “Why work with us?” recruitment messaging.
  • Dozens of questions and answers for the FAQs section!


This was a substantial, detailed, demanding project carried out over six months, and a fantastic example of collaboration with a client team deeply engaged in telling their story.