I worked with UX designers and marketing specialists to create and execute a web content strategy for Recruiting.com.
Our content strategy significantly increased organic traffic and form fill completions on Recruiting.com.
Market research, web content strategy, copywriting, inbound marketing, SEO, lead generation, website editing
Key Research Findings
Recruiters face many different and specific recruitment challenges, but four are more common than others.
Recruiting.com's website traffic and lead conversions have been slowly declining over the past two months.
The Recruiting.com site doesn't feature personalized content, clear solutions, or various places to convert.
The Content Strategy
Step 1: Create a landing page for each major recruiting challenge that our customers face. Each page should explain how Recruiting.com can solve the challenge and encourage visitors to fill out a form to learn more.
Step 2: Update the Recruiting.com homepage to better engage new website visitors and guide them to the landing page that will resonate best with them.
Step 3: Create personalized blog posts, client case studies, Slideshares, and whitepapers that can help increase qualified traffic to the site. Naturally incorporate links to the new landing pages.
Step 1: Create the Landing Pages
Once we finished building the first landing page above, we repurposed the page layout for the other three pages:
Step 2: Optimize the Homepage
Next, I edited to the homepage marquee copy to make it more engaging, informative and solution-focused. I also updated the marquee imagery and layout to feature a Recruiting.com career site so that new visitors could better understand and see the product we offer.
Most importantly, I created a new section right below the marquee that encourages users to segment themselves. After they click on their biggest challenge, they are directed to the landing page that offers a clear solution to their problem.
Step 3: Drive Traffic With New Content
After we published the landing pages and homepage updates, I started creating personalized, SEO-optimized content on a weekly basis. Each piece targets a specific industry or type of recruiter that would benefit most from our solutions. I incorporated links to the landing pages and other relevant articles to keep visitors on the website longer and guide them to the landing pages.
Case Study Example
Whitepaper ExampleSee full PDF here.
One month after publishing the landing pages, homepage updates, and 20 new content pieces, we analyzed our KPIs.
increase in organic traffic
of LP visitors filled out a form
increase in leads in 30 days
The data verified that our new content was effectively engaging and converting more website visitors. As a bonus, it also revealed that "Poor candidate quality" received the most homepage clicks and the most landing page views — making it the most popular problem among our website visitors. To capitalize on this insight, I incorporated more content pieces relating to this challenge into our next content strategy.