Q: How do I get more sales leads from my staffing firm’s website?
A: This is a common problem. Many staffing websites look great. Some tell a great story. But most staffing websites don’t do enough to attract prospects, or more importantly, convert them into active clients.
So what can you do to make your website more effective?
1. Give people a reason to visit. Step one in online selling is to attract prospects to your website. What are you offering that is so fantastic…so intriguing…that people will take time out of their busy day to come and get it? Do you have great articles, salary data, free training, a video library or some other captivating resources? If not, you need some. Great content is the bait that attracts people–and without the right bait, you’ll never catch the fish you want!
2. Get found. Your website is competing with 150 million others–not to mention the limited time and attention of the people you want to reach. Step two in online selling is to get people–the right people–to find your website. Just building a great website is not enough. You also need a solid Search Engine Optimization Plan that will get your site ranked highly on Google and other search engines. Your website should be optimized with keywords that are relevant to your business, your services and your audience. These keywords should be incorporated into the copy of your site, as well as throughout the page titles, metadata, links and blogs to make an impact on your rankings. For more information on how to optimize your staffing website, download our Staffing SEO 101 Guide.
3. Ask for a response. If you want someone to take action, you have to ask them to take action. Sounds obvious, doesn’t it? Yet, most staffing websites have weak (if any) calls to action.
4. Make it easy for people to respond. You’d be amazed how many staffing websites make you search really hard to find a phone number–or an email address–or a contact form. Your website should make responding easy and obvious. Ideally, have response forms right next to your calls to action. And give people multiple ways to respond. Some will call. Some prefer to fill out a contact form. Strategically place forms to Submit a Job Order, Request a Quote or Contact a Recruiter throughout the site to make it easy for your visitors to request information on the spot, while they are already engaged with your business.
5. Follow-up as soon as possible! People are impatient in cyberspace. Seconds can seem like hours, and a delayed response can be a reason not to do business with a firm. Make sure your online forms are programmed with autoresponders, so people get an immediate email response that sets expectations about next steps. If you’re promising free content, deliver it on the spot with a link to a webpage. If you’re promising to call back, make sure the inquiries are immediately routed to the right person for follow-up.
6. Keep ’em coming back. Staffing is not a one call close. To make a sale you first have to build trust, and trust comes from repeated contact. Your website can play a big part in the trust building process by providing new, fresh content that helps you to reconnect with your clients and prospects. For example, you might implement a blog, a resources library, or a news section to keep your site updated with timely and useful information. You can use industry news, case studies, event calendars or other current information that is relevant to the types of employers you serve.
7. Expand your reach. There was a time when a website was enough for an online presence. With the rise and popularity of social media, that is no longer the case. Social media can be used to boost traffic to your website and increase lead generation. Use status updates and join groups where you can post discussion topics and articles that will drive people back to your website.
One Final Reminder
These 7 recommendations will make your website a more dynamic and powerful sales tool, but you need to start with a good website. Since 95% of prospects will visit your site before they agree to meet with you, make sure your site looks great–and presents your company the way you want to be seen. If you’re not proud of your website, it’s time for a new site.
As always, if you would like more information on implementing a blog, social media and marketing plan, search engine optimization or a new website, contact us at 1-888-696-2900, and we’d be happy to help you!