About the Role

We are seeking a Website & Digital Optimisation Specialist to maintain, improve, and optimise digital experiences that drive engagement, enquiries, and conversions. This hands-on role focuses on website management, conversion optimisation, SEO/GEO, analytics, and continuous digital improvement, with a particular focus on foster care recruitment journeys and campaign landing pages.

You will play a key role in enhancing website performance, improving user journeys, and using data-driven insights to deliver measurable digital outcomes. Working closely with the Marketing & Engagement team, you will manage WordPress websites, optimise landing pages, resolve technical issues, support digital campaigns, and ensure websites remain accessible, high-performing, and aligned with brand standards.

About the Client

You will be working with a purpose-driven organisation dedicated to creating positive outcomes for children, young people, and families. This established community-focused organisation delivers impactful services and is committed to building safe, inclusive, and accessible experiences for the people it supports.

Ideal Profile

Digital & Website Experience

• Proven experience managing and updating websites using WordPress.
• Experience creating, maintaining, and optimising landing pages for improved engagement and conversion.
• Strong knowledge of WordPress plugins, updates, troubleshooting, and website governance.
• Experience resolving website technical issues and supporting integrations with digital platforms.

SEO, GEO & Digital Performance

• Experience implementing on-page and technical SEO improvements.
• Understanding of Generative Engine Optimisation (GEO), AI search behaviour, structured content, and schema.
• Experience using SEO tools such as SEMrush, Ahrefs, Moz, or Screaming Frog.
• Understanding of website performance optimisation, Core Web Vitals, and digital accessibility standards.

Analytics & Optimisation

• Hands-on experience with Google Analytics 4, Google Search Console, and Google Tag Manager.
• Experience analysing website performance, user behaviour, conversion funnels, and enquiry pathways.
• Familiarity with user behaviour tools such as Hotjar, Microsoft Clarity, or similar platforms.
• Experience supporting A/B testing and conversion rate optimisation initiatives.

Technical Skills & Attributes

• Working knowledge of HTML and CSS.
• Strong understanding of UX, accessibility, and WCAG principles.
• Excellent attention to detail with strong quality assurance skills.
• Strong analytical and problem-solving abilities.
• Highly organised with the ability to manage competing priorities and deadlines.
• Curious, proactive, and adaptable with a passion for improving digital experiences.
• Comfortable working independently while collaborating with marketing teams, developers, agencies, and stakeholders.
• Data-driven approach with a focus on measurable outcomes and continuous improvement.

Responsibilities

Website Management

• Build and publish website pages and campaign landing pages in WordPress, with a focus on improving recruitment journeys.
• Update approved website content, imagery, and digital resources.
• Publish campaign updates while ensuring landing pages align with campaign goals and messaging.
• Maintain website navigation, menus, page structures, redirects, links, and content hierarchy.
• Ensure website content remains accurate, accessible, consistent, and aligned with approved brand standards.
• Test website updates, forms, plugins, and functionality before publishing.
• Manage WordPress plugins, including updates, compatibility checks, troubleshooting, and recommendations.
• Support website governance through page ownership, review cycles, and consistency across digital platforms.

Website Optimisation

• Improve website usability, accessibility, and overall user experience.
• Optimise campaign landing pages to increase enquiry conversion rates and support marketing performance.
• Analyse website journeys and identify opportunities to improve engagement and conversions.
• Improve page speed, technical performance, and Core Web Vitals.
• Manage and resolve website development issues, collaborating with developers, agencies, IT teams, and vendors when required.
• Implement and test new website functionality, including forms, tracking, plugins, and automated notifications.
• Support website integrations with marketing and enquiry capture systems.

SEO/GEO

• Implement technical and on-page SEO improvements across websites.
• Support GEO initiatives to improve website visibility across AI-powered search tools.
• Maintain website sitemaps, information architecture, and content structures to support SEO and user experience.
• Manage XML sitemaps through Google Search Console.
• Optimise page titles, metadata, headings, structured content, schema, and FAQs where appropriate.
• Improve internal linking strategies and resolve technical SEO issues.
• Monitor search performance, rankings, trends, and emerging AI search behaviours.

Analytics & User Insights

• Set up and maintain Google Analytics 4 reporting.
• Configure events, goals, and conversion tracking through Google Tag Manager and related tools.
• Monitor enquiry journeys, form completion rates, drop-offs, and conversion pathways.
• Analyse heatmaps, session recordings, and user behaviour insights.
• Develop website performance reports, campaign landing page reports, SEO updates, and dashboards.
• Translate data insights into recommendations and prioritised optimisation activities.
• Track website traffic, accessibility, SEO performance, enquiries, and conversion metrics.

Continuous Improvement

• Conduct regular website audits, quality checks, and optimisation reviews.
• Identify opportunities to enhance digital experiences and user journeys.
• Implement improvements based on analytics, user behaviour, and performance data.
• Support experimentation, A/B testing, and conversion optimisation activities.
• Maintain awareness of privacy, consent, cookies, tracking, and data collection requirements.

Stakeholder Collaboration

• Partner with Marketing & Engagement teams to support website priorities, campaigns, and optimisation initiatives.
• Collaborate with internal teams and subject matter experts to maintain accurate and relevant website content.
• Work with external developers, agencies, IT teams, and vendors to deliver technical improvements.
• Support a child-safe, inclusive, and purpose-led digital experience that builds trust with prospective foster carers.