In spring, the RSPB were looking for a way to lift people’s spirits during lockdown and keep their homepage current.
A landing page for all the birds and wildlife you could see in your garden and beyond in the month ahead. Encouraging wildlife watching during lockdown is relevant top-of-funnel content for prospective RSPB members, and provides opportunities to lead users further into the site, with links to Bird IDs, relevant activities, reserves and shop content.
This page has proved an unmitigated success. The calendar has gone from strength to strength, from nearly 15,000 page views in April to more than 22,000 for October and 20,390 so far in November of 2020. Since the solution went live, we’ve also made iterative shifts away from bulleted lists and copy-heavy sections, towards a more visually engaging layout with much stronger narratives.