Industry: Healthcare and professional membership (launched 28 May 2025)

In late 2024, the Royal College of Physicians and Surgeons of Glasgow embarked on a complete website transformation. I joined as Content Marketing Manager in February 2025 and led the content revamp through to launch.

The work sat across content and coordination: partnering with The Union Group (our website agency) on design and build decisions, liaising with IT on components and bug fixes, condensing and SEO-optimising copy from the 3,000-page legacy site, mentoring our Content Marketing Officer, and shaping every page to house style and brand.

What we changed

• Wrote and shaped the content throughout the website, across Education, Exams, Membership, Work with us and About us sections. Restructured pages such that key information came first, condensed dense clinical detail into readable copy, and wove in testimonials and member stories where they'd land best. Every page edited for structure, SEO, house style, tone, and readability.

• Restructured the architecture around three user-led core areas (Education, Exams, Membership) so a candidate in Cairo looking for MRCS Part B information and a member in Glasgow looking for a leadership course could both reach the right content in two or three clicks.

• Built standardised, reusable templates with dedicated layouts for Education, Exams, Membership, and Work with us. Exam listings now have filters by profession, type and part, with dates, locations, and booking links visible immediately.

• Commissioned new photography across courses, conferences, examinations and diploma ceremonies, capturing real healthcare professionals in authentic settings. All assets live in a purpose-built media library with customisable cropping and alt text handled at source.

• Moved to Drupal, open-source and licence-free, with no vendor lock-in.

• Built to WCAG 2.2 AA accessibility standard. Keyboard navigation, screen reader compatibility, sufficient colour contrast, plain English content, and alt text on all images.

• Trained 68 staff across the College on the new CMS, supported by a network of internal super users. Co-authored department-specific guides covering components, structure, copy, house style, and accessibility with our Content Marketing Officer.

One year on

• 104% growth in organic search traffic

• 76% increase in search impressions

• 495K users and 1.7M page views

• 49.3% engagement rate, 43-second average engagement time

• ~80% reduction in website-related support tickets since launch

• Organic traffic to education and exam pages has more than doubled

What I'm working on now

Tracking how generative search (ChatGPT, Perplexity) is reshaping discovery for medical content. Continuously refining how exam offerings are displayed based on user behaviour. Supporting scoping for the new College portal.

A few screenshots are attached below, click through to go to the website.