Great, you finally got your HR website up and running. The purpose of your HR website is two fold. It is to attract clients (B2B) and at the same time, attract potential candidates. Hence, your website should be designed in such a manner that it caters to these two audiences. From the most common web design mistakes to design mistakes only made by HR site, this is a post that will cover many points on how you can push your HR website further and unlock its potential.
That’s the home page of Anon Heweitt. What’s the problem with it? It does not have a good headline the captures the attention of the audience.
In terms of design, when a potential customer lands on your home page, you have only several seconds to capture his attention and communicate what your business does.
Here’s a look at the home page of Peak Performance. The person who visits this page is immediately drawn to the line, “Providing your business with flexible, convenient and affordable HR solutions”. Not only does it draw the attention of the visitor, but it also effectively communicates what Peak Performance does.
Have a headline that captures your customer’s attention and communicates what your HR firm does.
Poorly Structured Content
The content on your home page needs to be structured well. The internet user is impatient and won’t read through every line. Hence, you need to organize your content well, so even with a quick look, your customer can grasp the whole page easily.
Here’s how not to do it.
This is how the information is structured on Anon Heweitt’s home page. Quite frankly, this is terrible. Good design is meant to capture and hold the eye of the customer. This plain and simple structure does not do that.
Here’s a look at the home page of Unify Search Solutions. Immediately, what hits the customer is the vibrancy of color on the home page. Next, the page also has a visual aspect that is sure to hold the attention of the customer. All of this increases the chance of the customer actually spending time on the site and reading what Unify does.
Terrible Navigation Menu
The purpose of the navigation menu is to allow your customer to explore the rest of website. From checking out your service pages to reading your blogs to visiting your contact page, you want the customer to check out the rest of your site. However, to do so, he needs a navigation menu.
Here’s a look at how a terrible navigation menu looks like.
What’s so terrible about this navigation menu?
It does not attract the attention of the customer at all, which means he isn’t likely to explore the rest of the site.
There are too many buttons. Why are too many buttons a problem? You’ve just given your customer too many options to click on.
It’s terribly designed.
Here’s what a good navigation menu looks like.
What’s so good about it?
It looks good. Following a minimal design format, the navigation menu looks appealing to the customer in terms of font and color.
There’s an optimal number of buttons on the navigation menu. Don’t have either too few or too many buttons. An optimal number is between 5 and 7.
Ensure you have a good navigation menu to attract the customer to further discover what your HR firm has to offer.
Consistency is just good design sense. Have you maintained consistency on your site?
This is from Sage.com. Each block of information fails to maintain consistency. The first block follows a bullet format, while the others do not. Then, there is the matter of word count. Because of the variating word count, the blocks have different sizes. This is problematic.
When it comes to design, the God is in the details, and even though this is a small matter, it affects the overall appeal of your website.
Takes Too Long to Load
If your website takes too long to load, the problem may lie with the web server, the code, the lack of caching, or poor image optimization.
Accordingly to KissMetrics, 40% of users leave a website if it takes more than 3 seconds to load. You can test the loading speed of your website on pindom.
Ensure that your images and code are optimized to the best level possible.
Mobile devices trump desktop devices. Even though the above data is US based, it is quite clear that there are more mobile users than desktop users. This means your HR site will receive more mobile users. Hence, your website needs to be optimized for mobile. This requires that your site:
Be light and load quickly as a mobile device doesn’t have the same bandwidth
Touchscreen friendly as most mobile devices have touchscreens
Ensure that your website caters to the two audiences you have. For that, you need to have two separate sections or tabs designed on your website. The content needs to be different and the services you offer need to be different.
The final aim of your website is to the call to action. This could be getting the customer to call your business or leave his contact details in your lead form. Make sure that your design highlights the call to action.
Your number should be quite visible on the site. Most websites make the mistake of just listing the phone number at the bottom of the site, at the footer. Don’t do that. Put your phone number in the middle or top of the page and have it with a different color so that it is noticed.
If you have a lead form, have a pop-up form. This forces your audience to give it attention. When you ask for your customer’s details, it’s always good to practice to offer something in return, such as a blog or newsletter subscription.
Not having these elements on your HR website is a critical error. Enhance your website and fix these issues and you will surely have gain more customers for your website.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.