Creating great content for your website pages is so important for the following reasons:

  • Helps you attract the right people to your website

  • Encourages visitors to take actions you want them to take (e.g. apply to your jobs!)

  • Pulls you higher up search engine rankings so more people find your website online. Read more on SEO best practice here

Here's our top tips on how to create website content that pulls in the best candidates and gets them applying to your jobs!

1. Think about your audience

Before creating any piece of content, take a step back and ask yourself: Who am I creating this page for? What do I want them to do on this page?

If you're a recruitment agency, you have the challenge of creating web pages that appeal to both candidates and clients, which means two separate audiences.

Aside from very generic pages like Contact Us pages and your homepage, you should only be targeting one type of audience per content page - otherwise, your messages will get very confused!

With this in mind, always decide who your audience are for each page of content before your create it so you know exactly who you're creating it for.

Creating marketing personas is a great way to get to know your audience. Need help on where to start with this? Download this recruitment marketing persona toolkit!

2. Keep it simple

When you're creating content, it's easy to think that more means better, but that really isn't the case.

When you're creating content for online audiences, the key is to keep everything as simple as possible. You only need 300 words per page to meet search engine requirements, and the less words you need to get your message across, the better.

Don't complicate things by making your language too formal. A professional tone can still come across when you use familiar and simple language that’s easy to read. And simple language is SEO friendly!

Not sure how to add content? Read more on creating and editing content for your website.

3. Use keywords

Every page you create for your website is contributing to SEO, so make sure you use keywords to help the right people find your pages through search engines.

So for example, if you recruit in IT and your region is Manchester, you would want to include keywords like 'IT jobs in Manchester' and other variations of this across your website.

Keywords should be spread out evenly throughout your content and ideally mentioned early on (first couple of sentences of a page). You should also optimize your SEO info in the SEO tab in Firefish for every web page you create.

Just don’t overdo it with your keywords. Adding too many keywords so your copy reads unnatural is known as 'keyword stuffing' and can actually hurt your search ranking... and your readers won’t like it much either!

4. Think about layout

The layout of your webpages is a lot more important than you might think. Not only does a clean and simple layout make your content more enjoyable to read, but it can also mean the difference between someone sticking around and reading your content or closing the page straight away.

Think about how you experience web pages yourself: If you land on a page that has big blocks of text with no images and no paragraph breaks, would be convinced to sit and read through it all?

Keep your paragraphs short so they're scannable and add imagery to break up your content.

In the content worlds, this is referred to as 'creating whitespace' - using imagery and the white page behind the words to make your content easy on the eyes.

5. Use call to actions

A call to action (CTA) is a link, a button or a phrase that makes it clear to your visitors what to do next. Including CTAs in your content will help you see a better return on your web pages when you start seeing visitors take actions on the page rather than just reading them.

The easier you make the next step, the more likely they are to take it! We recommend including a call to action on every page to maximise your recruiting potential.

So for example, you could add a ‘check out our latest jobs’ call to action at the end of your candidate page. This should work well because the page includes details on your candidate offering so a CTA to go to your jobs page feels like the natural next step.

This creates a good user experience as you're giving your audience a clear and easy route to the next step.

6. Optimize your content

Quality content will stand the test of time, but that’s not to say you don't need to review and update your content of your web pages regularly.

Fresh content is gold dust for search engines so updating and optimising it regularly will keep pushing your pages higher in search rankings.

Optimizing your content could involve adding a new blog post, updating existing blog posts to include some new information or updating your jobs page with fresh adverts.

Whatever your strategy, we recommend adding fresh material to your website weekly.

7. Learn and improve your content

Google analytics give you clear data on which of your website pages are doing well and which ones need improving. You can track where visitors are going on your website and see your most popular content.

Read this guide on setting up google analytics so you can begin gathering data on all your pages.

You might be tempted to delete content pages that don't pull in much traffic, but this should never be your first option. Randomly deleting pages will lead to broken links, which is bad for SEO.

Instead, think about how you could revamp the page with new content and optimise it to improve it.

If you have a page that you know you need to delete, use this guide on managing your template website to learn how to do it safely.

For a more comprehensive guide on running the best recruitment website, download this eBook.

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