Your recruitment agency website should draw in job seekers and employers, but if it’s not user-friendly, it might actually drive visitors away. Competition is high for websites from recruitment agencies and to get the most from your site, you’ll need to make sure it’s competitive.
Having helped some of Ireland’s top recruitment agencies establish effective branding and tailor-made websites, we’ve learned a thing or two about what makes a good recruitment agency website design. And today I’m sharing some steps you can take to make your agency website design exceptional!
The most important thing to remember, to make your website more useful to your agency and your visitors, is to think about the needs of the visitor. Moving jobs can be a life-changing decision.
People don’t decide they want a new job because they are happy with where they are or what they have. They want to change something for the better. It might be more money, more status, a bigger challenge, a new exciting location, etc.
Pro tip: If you understand the motivation behind a person visiting your website, then you can customise the list below to be unique to your brand and talk directly to the person’s most important wants and needs.
1. Keep The Design Current
An outdated site that looks like it was designed in the early 2000s isn’t going to help you. Older sites load slowly and often rely on features that don’t work in current browsers. If your recruitment agency’s website looks like no one has paid attention to it in years, visitors are going to think you’re not going to pay attention to their needs either. Instead of keeping visitors on your site, your old design drives them to the competition.
For recruitment agencies, your website is not a jobs board. People are going to your site to look for help. The design of your website can blend in with everyone else or it can showcase your brand’s unique personality and draw clients and candidates to your business.
2. Use A Clear Call-To-Action
What are visitors supposed to do once they’re on your site? Do they search for information, sign up for a newsletter, check out your blog, set up an account or something else entirely? Without a clear call-to-action, visitors might feel lost on your site or may not think you offer as many features as a competing agency.
These call-to-action examples focus on e-commerce sites, but they apply to all sites. Use them as a guide on how to best place and word your own calls-to-action.
3. Offer Intuitive Search Functions
Does your recruitment agency website offer filtered search functions? Is there even a way to search the site? Visitors expect to have an easy to use search function that allows them to quickly filter results based on their own needs. For instance, if your agency works in very specific areas, allow visitors to search based on industry sectors.
A lot of recruitment sites provide a search text field for users to type what they want to search. In theory, this can be great for users but in practice, this can lead to frustration for people. For example, I may decide to search for a job using ‘web designer’ but the job title might actually be ‘UI Designer’. Providing search in such an open way leaves users to search by what they would normally expect something to be named. When they find an empty search results page they may believe you have no roles in this area. For industries that have multiple names for job roles, we recommend using predefined lists to choose from for search, like location, sector, type (permanent, contract, etc.).
Better search means users stay on the site longer and find the information they need.
4. Make Your Site Mobile-Friendly
You’ve probably already heard that Google uses mobile-friendly as criteria for ranking sites in search results. With over a million results for “recruitment agency” on Google, you want to land near the top of the results in order to gain organic traffic. Give your site a fighting chance by making it mobile-friendly. Use a responsive design to reach your visitors wherever they are. If you don’t believe mobile matters, take a look at our post about why it’s pointless to have a website if it’s not mobile-friendly.
5. Blog Often For People And Google
Just because people are looking for a recruitment agency doesn’t mean they understand the process involved. Here’s is where your site can work for you and continuously draw in new visitors. Your blog keeps your site fresh in Google’s eyes. It also means more indexed pages, which are more chances for visitors to find you based on varying keywords and phrases. In 2016, 60% of marketers said blogging was their top inbound marketing priority. Blogging just 11 times monthly increases traffic 4.5 times.
Another benefit is you’re offering people a reason to keep coming back. You’re not just talking about your agency, you’re providing useful information. For instance, you could provide tips on writing resumes or finding the right candidates. You could even write on the best ways to use a recruitment agency.
6. Track Performance And Change As Needed
If you want your recruitment agency website to be as effective as possible, you need to track performance. Which pages perform the best? Where do you appear on Google for specific keywords? What type of blog content works well? Ensure you’re paying close attention to any analytics data on your site.
We provide monthly search engine keyword performance tracking and reports to some of our clients. This data provides them with valuable insights into how well they are doing each month. We also track some of their competitions so they can have a reference to measure their results against.
The right data allows you to make informed decisions, and over time can help establish a more predictable marketing strategy that boosts traffic, leads and paying clients.
7. Offer A Newsletter
Someone might look for a recruitment agency and find your site, but forget the site’s name before they decide what’s best for them. Use a noticeable call-to-action (CTA) to encourage visitors to sign up for your newsletter. List a few bullet points with the CTA that show the benefits of subscribing, such as getting valuable tips and receiving job listings. By getting visitors to sign up, you’ll be able to stay in contact and keep them coming back to your site.
Make Your Site Work Harder
Your recruitment agency website doesn’t have to just be a static jobs board. Put the site to work for you with the tips above. You’ll get more traffic and more clients without as much marketing effort.
Do you want to drive more traffic to your website? Discuss our Marketing services today to help boost traffic and see how your site is performing.
Image: Kate Serbin
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