What pages does your recruitment website have? If you’re a small business or a start-up you may just have a homepage, candidate and/or client page, a jobs page and possibly a contacts page. The homepage is clearly important as it is the one you want the majority of potential clients and candidates to land on so that they can learn how you can help them and why they need your services. You can then direct them to relevant pages, including the client/candidate pages, to learn more and eventually contact you via your contact page or apply for a job. What other pages would you need?
If it was always as easy as that you wouldn’t need anything else but the path to conversion is rarely that simple. Visitors want to learn as much as they can about your business and your staff, they want to build trust in you before they commit, and they want transparency. They want to know your values, see your expertise, read independent reviews. To that end, you should also include the following pages on your recruitment website in order to maximise your conversion rate and your ROI.
Most websites have a contact page but many don’t give it much thought. However, as well as being a page from which visitors can contact you – thereby converting them from casual visitor to potential customer – it can enable you to be found more easily by Google, especially if you are a local business. Always include a Google map detailing your business’ location so that visitors searching for local recruitment agencies will find yours in their search results. Give visitors options of how to contact you. Not everyone is a fan of a contact form so supply an email address and a phone number too and make sure the form is brief – too many fields and users are more likely to give up. Providing your social media buttons here gives the user extra options.
Again, many websites do have an About Us page but they are often massively under-utilised and uninspiring. Given research has shown that 52% of users travel to the About Us page after visiting the homepage, it should be treated like the asset it is. Why do so many website users head to the About Us section so early in their journey? It’s all about building trust. Users want to read about the people behind the business, how and when it started, what its values are and, importantly for a service industry like recruitment, who they might be working with. Tell your story and humanise your brand. An About Us page, especially one with a Meet the Team section, increases your approachability.
Before you buy something do you check out reviews first? Most people do. The power of testimonials for social proofing should not be underestimated. By including testimonials from previous and current candidates and clients on your website, you are effectively helping potential clients and candidates make a decision and feel confident about that choice, knowing that others have done just that and benefited from it. That is social proofing – establishing trust and confidence in visitors to your website via third party influence. We’re all influenced by others, it’s human nature, and it makes sense to harness that in business. A stand-alone page for testimonials allows website visitors to immediately check out your credentials and can be used as a CTA on other pages, making it an incredibly valuable page.
A regularly updated blog is one of the most effective and inexpensive strategies to increase your online presence, boost your brand, establish expertise and authority, drive traffic to your website, and generate new client and candidate leads. It is also useful to have content to post to your social media accounts and to add to your e-newsletter. A blog page therefore provides enormous value to any website. Creating a blog may feel daunting but our tips on how to start a blog will help. Use your brand voice, write about relevant industry topics and business news, provide advice and tips, and be sure to include images to add interest and break up the text. The important thing is that you regularly update it with fresh content as that will keep people coming back as well as ensure Google is kept happy.
Don’t forget the CTA
All of these pages, plus the homepage and the client/candidate pages, present valuable methods of imparting information, building trust and driving sales but they are useless if they don’t then provide a clear way for users to take the next step. Incredibly, 70% of small business websites fail to include a call to action on their homepage. Don’t make it hard for visitors to find the information they need – always provide a clear CTA button that helps everyone landing on a page to understand what they need to do and where they need to go next.
Created and maintained with thought and as part of your marketing strategy, each of these pages provides incredible and measurable value, increasing your recruitment website’s ROI and helping you to attract more talent as well as more clients.