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Queensland Public Trustee

Transforming Queensland Public Trustee’s Digital Content Experience

Queensland Public Trustee

Deepend consolidated more than 500 Queensland Public Trustee webpages into just over 70 accessible, SEO-led pages, contributing to stronger engagement, pageviews and organic search.

Client: Queensland Public Trustee (QPT)

Industry: Government, Financial Services, Legal Services, Community Services

Services: Content, Visibility and Analytics; Human & Machine Experience Design; Digital Transformation & Strategy

Capabilities: Content strategy; Information architecture; SEO; Content design; Analytics; CMS publishing

Year: 2024

“It was a pleasure working with the Deepend team supporting the conceptualisation, design and build of our new website. We were confident we had a business partner to support the significant task of reviewing, refining and refreshing our website design and content. The positive reviews from staff and customers are the result of true collaboration and synergy.”

Tim Schuurs – Delivery Manager Project Acceleration Office Investments and Finance Services & CFO @Queensland Public Trustee

Overview

Deepend helped Queensland Public Trustee replace a fragmented legacy website with a clearer, more accessible and search-optimised source of truth. The program reduced more than 500 pages to just over 70 and increased organic search by 11%.

Deepend's creativity in content structure and labelling enabled QPT to solve past navigation difficulties
CONTENT INTELLIGENCE

By improving content structure, navigation, language and storytelling, we created a more intuitive experience that reduced complexity, built trust and made critical information easier to find and understand.
Coloured post-it notes from a content mapping session workshop between Deepend and QPT.
A screenshot from QPT website displaying image and copy.

The Challenge

  • Queensland Public Trustee’s legacy website had been created by multiple authors and contained large volumes of complex, inconsistent and inaccessible content.
  • Customers often needed this information during stressful life events, making clarity, trust and ease of navigation essential.

The Opportunity

  • A complete content transformation could create one clear source of truth, aligned with the Queensland Government design system and Queensland Public Trustee’s Customer First Strategy.
  • The work also created an opportunity to improve organic visibility, accessibility and ongoing performance measurement.

Our Approach

Deepend acted as Queensland Public Trustee’s end-to-end content partner alongside Squiz, which built the new website.

The team combined content strategy, information architecture, SEO auditing, analytics, site-wide copywriting, creative guidance and CMS publishing.

Building emotional connection

By providing guidance on image selection and storytelling opportunities we were able to build in an emotional connection to content within content that is typically hard to digest or consumed at a time of stress.

What We Delivered

  • Content strategy
  • Information architecture
  • Content architecture and hierarchy
  • Comprehensive SEO and website audit
  • SEMrush and analytics analysis
  • Site-wide copywriting and rewriting
  • Content design and labelling
  • Creative and image guidance
  • CMS content publishing
  • Custom analytics dashboard

Impact

  • More than 500 existing webpages reduced to just over 70
  • 12% increase in average engagement time among active users
  • 28% increase in pageviews from active users
  • 9% increase in engaged sessions
  • 11% increase in organic search
  • A clearer and more consistent source of truth for Queenslanders

Benchmarking and ongoing improvements

Post-launch, we set up a benchmarking report and a customised dashboard to utilise the data for ongoing monitoring and optimisation of site performance.

Problem & Insight

The legacy content estate reflected years of separate authorship, inconsistent language and unclear processes. This created navigation difficulty and reduced confidence in information that often carried significant personal and financial consequences.

Deepend’s audit showed that content quality, structure and search visibility needed to be addressed together rather than treated as separate workstreams.

Strategy & Experience Design

Deepend developed a content strategy covering architecture, hierarchy, labelling, tone and creative guidance.

Complex information was rewritten in clearer language, while image selection and storytelling guidance helped create greater emotional connection without compromising authority.

Technology & Delivery

Squiz was appointed to build the website, while Deepend managed the end-to-end content solution and supported the design and information architecture.

Deepend also created and published content within the CMS, then established a benchmarking report and customised dashboard for ongoing monitoring.

Results

The new website reduced the content estate from more than 500 pages to just over 70 concise pages.

Post-launch reporting showed higher engagement time, pageviews, engaged sessions and organic search, alongside positive feedback from staff and customers.

Want to explore how Deepend can deliver similar results?

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