By David Searns
What's the problem with most staffing websites?
Actually, staffing websites have come a long way in the past two or three years:
Designs are bolder
Imagery is more unique, diverse and original
Copy is shorter, more engaging and compelling
Technology features are more robust – and drive more response
And most sites are now mobile-optimized, which is huge – because in December 2018, mobile usage took over desktop
But they still have one really BIG problem…
Most staffing websites are full of LEAKS!
Talent leaks and client leaks.
Unless you build a world-class website that follows industry best practices in design, content and functionality, you're losing candidates, clients and money.
How can you plug the leaks in your staffing website?
You have to find the leaks before you can fix them. Entry pages – the pages visitors land on when the come to your website – are a great place to start.
The Problem: Entry Page Leaks
When job seekers and employers land on your site, do you make it clear and easy for them to take the next action? Too often, staffing websites lack a clear conversion path: a set of steps a site visitor should take toward a desired end (e.g., applying for a job, filling out a form, calling to request a temporary, etc.).
And without clear conversion paths, your website is little more than an online brochure. Too many site visitors will leave – never to be heard from again. At a minimum, your site should have a defined conversion path, including strong CTAs, on the following pages:
Home
Blog posts
Locations
Contact
Job seekers
The Fix: Design for Conversion
Maximize every opportunity to turn job seekers into applicants – and employers into clients – with these site improvements:
Featured jobs. Increase applications by highlighting your best opportunities in multiple places on your site: home page, large format drop-down menu, top of the job seekers page, sidebar of a blog, contact page and more.
Search widget. By embedding a search widget in different places throughout your site, you give candidates the ability to search jobs by keyword, from wherever they are likely to enter your website.
Internal links. Build links to relevant, related content to drive people back to key conversion pages on your site (blog posts are ideal for creating internal links). Internal links are great for SEO, and they also keep visitors engaged on your site for longer. The longer they're there, the greater your chances of converting them!
Other CTAs. Think through all the ways you could entice a visitor to take action on your site: Search jobs, job alert opt-in, download free content, request and employee, search featured talent.
Chat. Give people an option to interact with you no matter when they visit your site – either via live chat or through an automated chatbot. True AI chatbots can even screen qualified talent and schedule interviews!
Final Thoughts
Your staffing website is your director of first impressions. It’s a 24/7/265 sales rep. A recruiter. And an essential part of delivering a great customer experience. If you'd like to learn how your staffing website could do more for your business:
About Haley Marketing Group
Haley Marketing provides website development, email and content marketing, social media marketing and strategy consulting to the staffing industry. We provide services to more than 1,400 staffing and recruiting firms throughout the world, ranging from solo recruiters to larger staffing and recruiting organizations with regional, national and international offices. Our mission is simple: to make great marketing more affordable!