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Over the past few episodes, you’ll notice we have been talking about getting your marketing in place and ready for that really busy end of the year, all those tasks and projects you could do in summer that will make a huge difference.
Today, I want to focus on your website.
One of the reasons I want to do that is we’ve had several new people join Superfast Circle, and one of the first things we do is support them to get their website working as a marketing machine.
Many people that join us do have very nicely designed websites. However, they’re not always aligned to being a marketing machine which is what we want; marketing is about creating demand.
Your website is your authority place on the internet, and you want to ensure they’re working hard for you. What’s great about websites is that you can make minor tweaks to make a difference in their performance.
These are things that statistically are proven to work around influencing strategies and real practical things that people often forget to action.
Your Contact Details
Let’s talk about your website. The first thing that we notice is a company’s contact details aren’t everywhere they could be on the website.
Now, I know you have a contact us page, and remember that human beings are fascinating and inherently lazy!
We love to save energy.
If something isn’t in front of us, we sometimes can’t be bothered and click off. In our distracted world, you will lose out if you haven’t got your telephone number, email address, and social media icons everywhere on your website.
Here’s the thing; Many people miss having their telephone number in their header bar. Remember that when people first land on your website, they have that first-third experience if you’re on a desktop where they don’t scroll down.
I know many people will access your website by mobile, so ensure they see your telephone number and the best email address to contact you through.
Today people want to learn more about you from your social channels.
One of the things that people like to do is check you out and say, well, who are these people? They’ll go and look at your social media profiles and likely check you out on LinkedIn.
Have an About Us Page With Your Photo On It!
The second one, which may freak some of you out, I know because we do tend to work with a lot of micro, smaller businesses, very, very good recruiters, but they do tend to hide.
We were talking to one of our lovely new clients yesterday, and he went very quiet when I said, right, what you need to do as well is get a photograph of yourself on your website. On your about us page.
This page is s one of the most trafficked pages on your website, which we have noticed with all our clients.
Recruitment is a relationship business; It’s people buying people and people selling people, and people developing their careers.
Ensure your about us page is filled out and that there is a picture and information about you.
You have to get over your ego on this. I don’t like having pictures taken. However, I do it because it’s part of our business. Make sure there’s a picture of you on your about us page. You explain who you are. You explain your journey. You explain why you’re a good recruiter, what your passion is, and maybe some of your values.
People like to see a face. We’re wired as human beings to look at one another’s faces. That means that people are going to want to look at your face. You will have a picture, hopefully– we’ll talk about LinkedIn profiles another time, but hopefully, you’ve got a picture of yourself on your LinkedIn profile. Make sure that that happens on your about us page as well.
Have a Blog Page
Now, the next thing, and I’ve talked about this in the past, is to have a blog page, or you might want to call it an insights page. This is a dynamic page on your website, which is an easy page to add.
If you don’t have one, and many of your lovely website designers don’t always think to ask because they’re all about design. They’re not always about marketing, unfortunately.
Make sure you have a blog or insights page where you can add content. This is going to help you in so many ways. First of all, they are very easy to create. You can put blogs up there to your heart’s content. The great thing about doing this is it gets you out to a wider market.
If you were to Google our website name, you’ll notice there are multiple references to us. There are multiple pages. If you’re googling recruitment marketing, you’re googling value propositions for recruitment companies; you’re googling lead generation, we are going to come up because we have currently probably, I think, just shy of 450 pages on our website.
Having more content on your website like that will make a huge difference. Now, people are looking for insights and information about either building their careers or building the talent pipeline. They are going to go and look for value on your website, and they want to check you out, “Has this person got the expertise to help me?”
That’s where having a blog is so beneficial for you. If you’ve not got one, someone’s going to go look at another website. Yes, you might keep the clients that you currently have, but when it comes to new clients, they’re going to go and check you out first off, and this is one of the criteria that they’re looking for.
This is an uncomfortable conversation, probably for some of you to hear, but that is the truth. That’s one of the reasons why we provide content for our Superfast Circle clients; we provide lots of content for them, so they can fill their blogs up with all the value that they need.
That is really important, having that on your website. It is not going to cost a lot to switch it on, and it’s going to be pretty easy to fill it with content.
Have a Resources Page
The next thing that is really useful, because we are in that knowledge age, people want value, is to have a page on your website called resources or downloads.
On that page, you can have lots of information, guides, reports, all the things that, again, are shouting out to the market that you know your stuff and that you are the recruiter that they should be working with and that you can help.
If you go to our website if you want to have a look at a template of how it works. You will notice that on our website, we’ve got several things that you can access.
Click the images, and you can go and download reports, you can go and watch a webinar of ours, you can go and watch some other videos, lots of different things that you can utilise.
Have a Call To Action on Your Website
The next thing that is important, and this is something that Seth Godin, the legendary marketer, always talks about, is people need to be led.
You need to give people the next step by telling them what to do.
So this is why it is important that you have a call to action on your website, and not just one, that you have multiple calls to action so that people know exactly what to do. This is another place where you want to have your telephone number, your email address.
At the end of every blog post, you’ll notice on our website; when you go and read the transcription of this post, you’ll notice at the bottom there’s always something that says, “How we can help you.”
It literally takes me seconds to write, which means it’s only going to take you seconds to write as well. I normally relate it to the post.
For instance, when this blog goes up at the bottom, it’s going to say, “How we can help you.” We’ll talk about how we, as your virtual marketing directors we support our clients to get their websites working properly.
We’ve got two people that are having new websites built at the moment. We are working and liaising with our client, and so everything is set up, so it’s going to work for them; This will probably be at the bottom of our call to action.
Imagine if you’ve got a post up about interview skills. You could talk about how you’ve got a report on interview skills, or if they want to have a conversation with one of your recruiters, then here’s a telephone number to get in contact.
It’s making the next logical step for that person; this is how a call to action works.
Task: Make sure you have lots of different call to actions on your website.
Capturing Contact Details
The final thing to talk about is how to capture somebody’s name and email address. Depending on the size of your organization, you’ve probably got anywhere between hundreds or thousands of people visiting your website.
Not all of them are going to pick up the phone and speak to you. Remember, we’ve talked about the buyers’ cycle before. Not all of them are at that phase of the buyers’ cycle where they think, “Do you know what? I need to change my job, or we do need to use a recruitment company to help us recruit.
However, what you want to do is grab their contact details.
One of the easy ways to do this, and we’ve talked about the downloads page before, is to direct them to go and give you their name and email address for some useful content.
People call it a lead magnet. Sometimes people call it a valuable free offer, whatever your terminology is. Some people call it an ethical bribe.
This is content you give in return for somebody’s name and email address, and then you can start to market to them over time.
Some of you listening to this podcast will be on our database and might have known us for years.
We know there are some people on our database that are never going to buy from us, but they like to listen to what we’ve got to say.
However, because we’ve got those people, it’s like the law of averages that are never going to buy.
We’ve also got some people who think; “Do you know what? I think I’m going to work without Denise and Sharon. I quite like them. I like the vibe. They obviously know this stuff, and I could do with someone giving me direction and creating content for me.”
Now if you could do the same process on your website, what a difference that would make.
Here is a ninja tip, something that works incredibly well in the B2B environment. That is having something that appears on your website when people go to leave.
It’s got a very aptly-titled name. It’s called an exit intent popup. What that means is as people go to exit, that is their intent. You’ll easily remember it now.
If somebody’s not been to your website before, then an image will pop up and say, “Before you go, download our latest report. Then you get their name and email address, and then you can start to market to them.
Google exit intent popup. There are loads available that you can buy pretty inexpensive, depending on your website. If you have a WordPress website, there are lots of WordPress plugins that will work.
If you go to our website, if you’re brand new to the podcast at the moment, it is an opportunity to watch one of our webinar master classes.
You put your name and email address in, and then you’ll be emailed by us, and we’ll give you the recording and go and watch it. You may not be ready to work with us just now. You might be just checking out what’s available, but I’ve got your name and email address in, and I can send you some really useful content. I can nurture you until you’re ready to buy, you’re ready to have that conversation.
We’ve talked a lot today about your website; you’ll notice it’s all about capturing that information from people. It’s about demonstrating your expertise, and it’s about making your probably very attractive-looking website really start working better for you.
How We Can Help You?
Hint: This is the call to action I mentioned earlier in the post! As your outsourced marketing directors, we can support you to get your website delivering the brand presence and leads you want. To find out more, book a call with us here www.superfastrecruitment.co.uk/call
Thanks
Dense
