Evan Evans Tours - Britain's Finest Sightseeing
Must be London Based, hybrid working.
About Us: For over 90 years, multi award winning Evan Evans Tours has been the leading sightseeing tour operator in London, offering exceptional experiences across Britain, Scotland, Wales, Belgium, and Paris. We are passionate and committed to provide the best experiences for our guests across these destinations, delivering memorable journeys with expert guides and comfortable, modern coaches. As Sightseeing Operator of the Year 2024 (UK Inbound), we pride ourselves on our heritage, quality, and commitment to customer service and satisfaction.
Role Overview: We are seeking a dynamic team player and results-driven Website & Content Manager to join our team in London. This role will be pivotal in driving online growth, enhancing brand visibility, and increasing bookings across our diverse range of tours and experiences. The ideal candidate will possess a strong understanding of content marketing, SEO, UX, a proven track record in owned channels, and a passion for creating engaging and effective content and user experiences.
Key Responsibilities including but not limited to:
Website Management & UX Optimisation:
* Collaborate with internal teams and external developers to maintain, update, and optimise the company website, ensuring it aligns with brand identity and business objectives
* Implement UX/UI best practices to improve site usability, engagement, and conversion rates across mobile and desktop
* Monitor site performance, troubleshoot technical issues, and ensure high levels of accessibility, speed, and mobile responsiveness
* Stay informed about the latest web design trends, UX innovations, and evolving technologies to maintain a modern and efficient site
SEO Strategy & Implementation:
* Lead and execute on-page and off-page SEO strategies to drive organic traffic and improve keyword rankings across all core markets
* Conduct detailed keyword research, site audits, technical SEO reviews and competitor analysis using tools such as SEMrush and Search Console
* Optimise metadata, structured data, internal linking, and content architecture to enhance visibility and crawlability
* Track SEO performance, provide monthly insights, and implement continual improvements based on algorithm updates and user behaviour
Content Management & Strategy:
* Manage and update website content via CMS (WordPress, Umbraco), ensuring accuracy, consistency, and alignment with SEO and brand tone
* Copywrite and design landing pages, destination guides, blog articles and other marketing assets
* Maintain a content calendar aligned with marketing campaigns, new product launches, key travel seasons and SEO objectives
* Ensure all content is relevant, timely, engaging, conversion-oriented, and optimised for both search engines (SEO, GEO) and user experience
* Create content for email campaigns, ensuring consistency in tone, branding, and user intent across all digital touchpoints
Digital PR:
* Collaborate with the PR agency to support digital PR initiatives that enhance SEO performance and brand visibility
* Assist in identifying and developing content opportunities for outreach, such as data-led stories, destination features, and expert commentary
Analytics & Reporting:
* Monitor website, SEO and content performance using GA4, Google Search Console, SEM Rush, and other analytics platforms
* Track user journeys, bounce rates and conversion funnels to identify areas for improvement
* Build and deliver regular reporting on key KPIs such as traffic, engagement, ranking improvements, and on-site conversions
* Provide data-driven insights and recommendations to optimise web and content strategies
Collaboration:
* Work closely with cross-functional teams including Sales, and web dev team to ensure website and content align with broader digital and commercial objectives
* Liaise with external SEO and PR agencies, developers and freelancers as required
* Support wider marketing initiatives through web and content enhancements
* Ensure all work is delivered within scope, on time, and to high quality standards
Essential Skills and Experience:
* A min. of 5 years of experience in a website, SEO, and content-focused digital marketing role
* Preferably within the travel or tourism industry, but not essential
* Proven experience managing and optimising websites, improving UX and increasing organic performance
* Strong technical understanding of SEO/GEO, including experience with GA4, Search Console, Tag Manager, SEMrush, and similar tools
* Strong Experience with CMS platforms (WordPress, Umbraco), Basic HTML/CSS knowledge a plus
* Excellent content writing, editing, proofreading and on-page optimisation skills
* Solid understanding of digital user behaviour and conversion rate optimisation principles
* Excellent analytical skills and the ability to translate complex data into actionable strategy
* Excellent project management, communication, and collaboration skills
* A proactive, detail-oriented self-sufficient individual who thrives in a broad comprehensive role
Desirable Skills:
* Proficiency in design tools such as Adobe (Studio, Photoshop, InDesign) and/or Canva
* Familiarity with localisation and multilingual SEO & GEO practices
* Experience with Basic HTML/CSS