With the rise of AI search bots, your website needs to change with the times. High-converting web content can do this. Without the need for a huge redesign.

As a huge history geek, and a search engine optimisation specialist, I’ve crafted this sector-specific package. It’s drawn from 25+ years of helping organisations from cathedrals to national parks enhance their digital presence.

“Our outdated website means we’re getting fewer visitors and in-person ticket sales than our competitors.”

“Neither Google and AI searches seem to be suggesting us as a great family day out.”

“We’re stumped about what to write to encourage more educational groups to visit.”

Maximising your must-sees

I uncover which website content will help encourage more tourists and school groups. I do this through sector research, user feedback and competitor analysis. As well as distilling core content from you, your specialist colleagues and your existing literature.

The result? Content which appeals to all your target audiences.

Search EVERYWHERE Optimisation

My technical Search Everywhere Optimisation (SEO) strategy increases the chances of being suggested by Google, ChatGPT and other AI search bots as the best place for a great day out. I research your potential visitors – from the casual tourist to the teacher arranging an educational visit. Then use every tool in the box to throw the SEO spotlight on you.

Armour-plating the future

Want to continue the momentum? Ensure future maintenance is as sustainable as possible? Every project booked with me includes tailored training for your team.

This includes guidance on the accessibility standards required for the UK’s premier attractions to tap into the £247 billion a year spent by those with disabilities and their households. As well as the increase in Google and AI Search rankings that boosting accessibility brings.

What do you mean by ‘heritage attraction’?

Visitor attractions with a strong emphasis on history, as well as museums, cathedrals and stately homes.

You say it’s a heritage website overhaul without the need for a full-blown redesign. What do you mean exactly?

I create ‘retrofit’ content to work within your existing design. Think of replacing the photo in a frame. Even though you don’t change the frame, the photo can be transformative.

Often organisations believe they need to get in a web developer to start from scratch. But the skeleton of coding is fine. It’s just the clothing over the top of it that needs a refresh.

We are about to totally redesign the website. Can you help?

Absolutely! Transforming a website into a valuable asset to consistently bring in more visitors also involves well-structured navigation, excellent user experience (UX) and graphic design to support your brand and messaging.

Bring me as your visitor champion. But also as your ‘translator’. I also have decades of experience in working directly with website designers and developers. I may not be able to code, but I speak enough ‘techie’ to translate.

Are you happy to deal with board members and trustees?

Yes. I spent 11 years at the Lake District National Park. I was often called on to talk to trustees, known as members, regarding large projects.

What about our specialists?

I’ve worked with academics, ecologists, musical experts and professors. I’m pretty curious, so love to talk to an expert. My role is to then extract what would appeal to the broadest audience. And there’s always a place for those specialist nuggets of knowledge.

We’re not a heritage attraction, but could do with a visitor boost. Can this package be adapted to us?

It depends on your sector, but yes I work with many types of businesses. Please get in touch!

I’ve overseen countless websites since starting my career in 1997. These include:

• Durham Cathedral – 150+ pages
• Hadrian’s Wall Country
• York Minster
• The Lake District National Park and The Yorkshire Dales National Park – 500+ pages, including legally-compliant planning pages

Want a chat about how I may be able to help you and your team? Contact me at or 07929 948 743.