How To Convert More Clients On Your Recruitment Website

Website Conversion

If you’re anything like the majority of recruitment companies I speak to, the biggest challenge in your business is typically winning new clients, preferably retained.

The great news for you is, there is a tonne of strategies you could implement to increase your chances of winning new business.

The focus of this article is going to be on your recruitment website and what you can easily do to attract more of your ideal clients.

Your Recruitment Website Needs to Stand Out


The number of recruitment companies in the UK has grown by around 27% year on year since 2012.

There are new businesses popping up all the time who you will have to compete with and to win, you’re going to have to stand out.

The good news is that most recruiters have terrible websites so even the slightest improvement will give you an edge.

You and your team are fantastic at what they do and you’re probably pretty good at telling prospects this over the phone or face-to-face.

Your website, however, is riddled with the same dull words as the next recruiter.

Put Yourself in Your Prospect’s Shoes

What is a potential new client looking for in a recruitment partner?

Typically, they’re going to want:

  • Quality candidates
  • Fast turnaround times
  • An easy life
  • Transparent pricing
  • Reliability

So, what do you put on your website? Give them what they want!

Quality Candidates

To demonstrate you provide great candidates to potential new clients, you could display some testimonials from your existing clients (preferably on video) who describe how whenever you send them a candidate it’s like you read their minds and the individual is perfect every time.

In addition to testimonials, you could also present some stats around your rebate rate, referral rate or placement rate.

Fast Turnaround Time

Again, stats are your friend here. Stats are easily digestible so are likely to be seen as a prospect skims through your site.

Publish some stats about your typical turnaround time from job order to placement.

Another testimonial would be great here too, but this time get a testimonial from a client about how fast you deliver great candidates.

An Easy Life

How do you show a prospect that working with your recruitment company will be a breeze? Describe your process. Show them exactly what they can expect from working with you.

Start at the very beginning. The first step in your process should be exactly what you want the prospect reading your process to do next e.g. call our team or submit your job request.

Then work through every step in the client journey that culminates in a successful placement and your post-placement support.

Doing this means that your prospect will feel at ease knowing exactly what will happen next and won’t be worried about any surprises.

Transparent Pricing

There is no way a prospect will decide to work with you without knowing how you will charge them for your services so why make a prospective client work hard to figure this out?

Before you worry that a competitor will find this out too, if one of your competitors really wants this information, all they have to do is mystery shop call you and you’ll tell them!

Remember, not many recruiters list their pricing/commissions on their website so by doing so, you’re already standing out.

Bonus: Make It Easy

The idea behind all of these tips is to make it as easy as possible for a prospect to decide to work with you.

One thing I see over and over again on recruitment websites is the lack of a clear, simple and strong call to action (CTA).

Don’t fall at the final hurdle.

If your prospect is ready to contact you, it should be blindly obvious what they need to do next.

A button that links to your enquiry form or contact page should be within your prospect’s eyesight at all times, especially after any compelling content which is encouraging them to use your services.


There are a lot of recruiters and therefore a lot of recruitment websites so to stand a chance of winning new business, you have to stand out.

You can achieve this with stats, testimonials, an easy-to-follow process, transparent pricing and clear calls to action.