The Queen's House | Rewriting History
Company: The Queen's House
Industry: Museums / Charity
Location: UK
Type: Public
Platform: Shopify, Google Landing Pages
Project skills:
Researching, Interviewing, Marketing Campaigns, Social Campaigns, Content Creation, Copywriting, SEO, WCAG
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Industry: Museums / Charity
Location: UK
Type: Public
Platform: Shopify, Google Landing Pages
Project skills:
Researching, Interviewing, Marketing Campaigns, Social Campaigns, Content Creation, Copywriting, SEO, WCAG
Project:
New online biographies for an award-winning museum to coincide with the launch of the Armada Portrait campaign.
About:
The Queen’s House is the home of history in Greenwich. The new exhibition on Elizabeth I involved three “Armada Portraits’ shown together for the first time in 430 years. The digital managers at QH wanted to boost the appeal of their campaign while growing their position as the “trusted advisor” with high quality, SEO-ready journalistic content around royal history.
The Queen’s House needed:
Concise, engaging copy written for the general public (average reading age of 13).
Highly optimised SEO content that made use of metatext, headings and keywords
Clear offer, site structure & information
Stories that sparked curiosity
Work included:
40 cups of coffee at the British Library during research
Pitching articles based on keyword volume and difficulty
Interviewing curators and historians
Writing 32 long-form articles on a range of subjects
Using writing tools such as Readable.io and Wave for WCAG and diversity.
Outcomes:
100% increase in newsletter sign ups in the first 2 weeks.
Bounce rates, sessions volumes, durations increased by 3% to 5%.
eCommerce conversion rates (tickets/donate/shop/prints) increased by more than 20% since posting.
Samples
Henry VIII's Life and Death
Who was Isambard Kingdom Brunel?
Victoria and Albert
The Georgian Period
New online biographies for an award-winning museum to coincide with the launch of the Armada Portrait campaign.
About:
The Queen’s House is the home of history in Greenwich. The new exhibition on Elizabeth I involved three “Armada Portraits’ shown together for the first time in 430 years. The digital managers at QH wanted to boost the appeal of their campaign while growing their position as the “trusted advisor” with high quality, SEO-ready journalistic content around royal history.
The Queen’s House needed:
Concise, engaging copy written for the general public (average reading age of 13).
Highly optimised SEO content that made use of metatext, headings and keywords
Clear offer, site structure & information
Stories that sparked curiosity
Work included:
40 cups of coffee at the British Library during research
Pitching articles based on keyword volume and difficulty
Interviewing curators and historians
Writing 32 long-form articles on a range of subjects
Using writing tools such as Readable.io and Wave for WCAG and diversity.
Outcomes:
100% increase in newsletter sign ups in the first 2 weeks.
Bounce rates, sessions volumes, durations increased by 3% to 5%.
eCommerce conversion rates (tickets/donate/shop/prints) increased by more than 20% since posting.
Samples
Henry VIII's Life and Death
Who was Isambard Kingdom Brunel?
Victoria and Albert
The Georgian Period