Writing a content strategy and managing a website overhaul

In 2020 as Content and Engagement Lead at the UK Council for Psychotherapy (UKCP) I managed a major website redevelopment project from discovery to delivery, working with digital partner Wattle.

As part of the project I developed a content strategy to support organisational influencing and engagement objectives and conducted user research with members of the public and specialist audiences, focusing on UKCP’s flagship Find A Therapist tool.

Despite the impact of Covid-19 the website was delivered on time and within three months showed a dramatic improvement in performance over the previous website, including:

36% increase in average time on page
15% increase in referral traffic
20% reduction in average bounce rate
14% increase in average sessions
over 25,000 page views for new content developed to reach a target audience of potential trainee psychotherapists.

The website was shortlisted for the ‘Best Website’ award at the MemCom Awards 2021.