The Military Museums

How We Launched 600+ Page-One Keywords in 24 Days for Canada's Second-Largest Military Museum

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Where We Started

The Military Museums is a massive landmark. It is the second-largest military museum in Canada and hosts over 50,000 visitors every year. It is a key part of Calgary’s culture and military history.

Even though the museum is world-class, its website was stuck in the past. It hadn't been updated since 2015. In the tech world, 10 years is a lifetime. This caused two major issues:

• Hard to Manage: The staff couldn't update the site themselves. If they had a new event or a change in hours, it was difficult and slow to fix.
• Lost Sales: It was hard for people to find info and even harder for them to buy tickets. This meant the museum was missing out on money every day.
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Our Approach

Every month the museum kept the old site, they lost ground. We identified three main problems that were holding the museum back:

1. It was built for the museum, not the visitor. The old site was organized like a giant file cabinet of museum departments. It was not a lack of content; it was a lack of clarity. Visitors couldn't find basic answers like "Is this worth my time?" or "Where is it?"
2. Slow speeds damaged trust. The old site was slow and clunky. It was not just a minor delay; it was a credibility issue. When a site takes forever to load, visitors assume the institution is neglected or out of date.
3. Staff were locked out of their own site. The system was too complex for the team to use. It was not a lack of effort; it was a lack of tools. Because they had to call a developer for every tiny change, events and exhibit info often stayed outdated for months.

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1. Built for the Visitor, Not the Museum

‍Most websites are organized by how the business is run. We did the opposite. We built the site based on the questions people actually ask when they are looking for something to do.

The Goal:

‍Stop people from feeling overwhelmed. When a visitor finds the site, they usually want to know three things fast:

• Is this worth my time?
• Where is it?
• What is happening there today?

What We Did:

‍We stopped grouping pages by museum departments. Instead, we grouped them by "Visitor Needs." This makes it much easier for Google to find the site and for people to use it.

The Results:

‍In just 24 days, the museum started winning the "search war" in Calgary:

• Top 10 Rankings: 600 to 700 different search terms moved to the first page of Google.
• #3 Spot: Ranked #3 for "things to do in Calgary."
• #6 Spot: Ranked #6 for "museums in Calgary."

By making the site easier to understand, the museum now shows up right next to the city's biggest tourist attractions.

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2. Fast Loading Builds Trust

When a website loads slowly, it feels broken or unprofessional. For a group as important as the military and national history, the website needs to feel solid and reliable.

The Goal:

We wanted the site to feel high-quality the moment someone clicked it. A fast site tells the visitor that the museum is active and cares about their experience. This helps in three ways:

• Better Rankings: Google rewards fast websites by showing them to more people.
• More Confidence: Visitors trust a fast site more than a slow one.
• More Actions: People are more likely to finish booking a tour or checking prices if the pages load instantly.

What We Did:

We focused on the technical "health" of the site. We made sure it was fast, easy for everyone to use (accessibility), and followed all the best online rules.

The Results:

We used Google’s official speed tools to test the site. It earned top marks on both phones and computers:

• Mobile Speed: 87 to 100 points.
• Desktop Speed: 87 to 100 points.

By making the site fast, we made sure the museum could win both the search engine's "test" and the visitor's trust.

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3. Staff Can Update the Site Without a Developer

Most websites are hard to change. We made this one easy. We built the site so the museum staff can update it themselves without needing to call a computer expert every time they want to post an event.

The Goal:

We wanted to make sure the site always feels "fresh." Nothing ruins a visitor’s trust faster than seeing a "Special Event" on the homepage that happened three months ago. By making the site easy to manage, we achieved three things:

• Accuracy: Staff can quickly update ticket prices, hours, and event details.
• Speed: They can post news, safety alerts, or new exhibits in minutes.
• Saving Money: The museum doesn't have to pay a developer for every tiny text change.

What We Did:

We built the site using a "module" system. Think of it like Lego blocks. The staff can easily add a new block for an event or notice without breaking the rest of the design.

The Results:

• Less Stress: The team can update the site whenever they need to.
• No Waiting: Events are posted instantly.
• Better Value: The website stays useful and current for years without high monthly costs.

By giving the power back to the staff, we ensured the website would grow and stay relevant long after the first day it launched.

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The Outcome

In just 24 days, the website stopped being a quiet place for info and became a powerful tool that brings people through the museum doors.

The Numbers

• 140,000 Views: The museum appeared in Google search results over 140,000 times in less than a month.
• 2,680 Clicks: This led to thousands of people visiting the website to learn more.
• Top Rankings: The museum now shows up on the first page of Google for Calgary’s most popular search terms.

Reaching New People

‍By ranking #3 for "things to do in Calgary," the museum is now a top choice for families planning a fun day out.

Ready for the Future

‍We didn't just build a pretty site; we built a foundation for the museum to grow. The site is ready to handle:

• Ticket Sales: Letting visitors buy tickets online before they arrive.
• Smart Site Search: A powerful search tool that helps visitors find specific exhibits, artifacts, or events in seconds.
• Online Store: Giving the gift shop a way to sell items to anyone, anywhere.

The museum has moved from an old-fashioned "archive" to a high-traffic channel that finds new visitors every day.