[Recruitment] 10 Elements Of An Effective Client-Focused Digital Strategy
Optimising your website for prospective clients will guarantee you make the most of every opportunity.
If you’re looking to generate inbound client enquiries, it’s important you’re doing everything you can to get your site in front of the right people but also impress them once they hit your site.
We’ve put together 10 useful insights which will maximise your chances of, not only appearing to prospective clients looking for their next hire, but increase your chances of making contact.
1. Create a landing page for each service offering
If you’re a recruitment agency that places candidates as ‘receptionists’, you need a webpage for it. If you place candidates as ‘marketing managers’, you need a webpage for it. If you place candidates as ‘admin officers’, you need a webpage for it.
Do you see where I’m going with this?
Whatever roles you facilitate, build a webpage detailing what it entails, what makes a great candidate, and a few points on what separates your agency from the rest when it comes to the relevant position.
There are two reasons that this strategy works.
1. From an SEO perspective, if you have a landing page focusing on “marketing managers”, and a potential client uses Google to search “hire marketing manager sydney”, there’s a greater chance that Google’s algorithm will rank your website highly for the search term.
2. If a potential client lands on your webpage, it will strengthen your brand as a specialist in ‘finding marketing managers in Sydney’.
A few points worth keeping in mind for each one of these pages:
- Aim for a minimum of 500 words per page.
- Do not over-optimise with too many keywords. Ensure the page’s keyword density is no more than 3%; which can be checked by dividing the number of keywords by the total amount of words and multiplying it by 100.
2. Create a landing page for each industry sector you service
Beyond providing you with a great opportunity to rank for industry-related keywords – i.e. “medical recruitment agency” – these pages are vital selling tools. Many clients or customers complete market research before making a plausible decision on whether they’re going to invest in a particular product or service. Having a landing page breaking down how you help or have helped businesses within their relevant industry can aid in whether they pick up the phone or not, and in their overall decision-making process.
3. Have a location page for every office, then build directory citations for each
One of the first local SEO strategies we employ for each client is to build out location pages for each one of their offices. These act as a local homepage of sorts and help increase the likelihood of your site ranking when people are searching for your services locally.
The next step is to build local directory citations to each location page.
4. Get an SSL certificate
An SSL certificate signifies to Google, as well as users, that your site is secure and can be trusted. More importantly, it’s a key ranking signal in Google’s search algorithm. Thus, implementing the “HTTPS” protocol will help push you up search engine results pages (SERPs).
5. Optimise for larger screen sizes
Most clients research their next hire from their desktop (laptop or computer) during business hours. The most common desktop screen sizes globally are 23-inches (1920×1080) and 15-inches (1366×768). You can use this tool to see how your website looks on these screen sizes and make the necessary changes.
6. Make it easy for users to contact you
This is a no brainer. You don’t want any barriers to entry. Having your phone number clearly visible at all times will make it easier for users to contact you and increase the likelihood of potential clients picking up their phone. It’s also worthwhile having a form on each page or, at the very least a distinctive button with a clear call-to-action.
7. Page speed
Surely you’ve heard this before but I’ll say it again: optimise your site for page speed.
Not only will this improve your rankings, but it will also provide a better user-experience for site visitors. Remember, 40% of users abandon a website that takes more than 3 seconds to load.
8. Build out a transparent “About Us” page
Using a recruitment agency to find your next superstar isn’t cheap. Prospective clients will spend a lot of time researching your brand – who you are and why they should choose you over your competition. This is your chance to shine. We highly recommend including staff photos and a brief bio detailing why you rock.
9. Optimise your GMB profile
If you’re focused on servicing as a local business then this is a must. Firstly, you need to verify your location. Google will send out a postcard, containing a pin, to your business address that will confirm you’re where you say you are and allow you to verify your online GMB profile. From there, you’ll need to optimise your profile by adding your logo and as many relevant images as possible.
10. Drive reviews
Too often, I see established recruitment agencies with only a handful of (if any) reviews. This is low hanging fruit and asking newly placed candidates for reviews should become a part of every recruitment agency’s post-placement strategy. Bonus points if you can get video reviews from previous and/or existing clients. This will go a long way in showing social proof and building credibility.
The Bottom Line
There you have it. 10 elements of an effective client-focused digital strategy for recruitment agencies. Some of these are more easily actioned than others, but if you slowly knock them off, you will see a substantial improvement in your ability to, not only get your brand in front of potential clients, but also set your agency as an industry-leader in your field.