Specialising in Recruitment for Health & Safety roles, Shirley Parsons is an international business with its Head Office in Aylesbury. The company needed a highly functional website for the UK market.
The original Shirley Parsons website had been produced when mobile devices were a novelty and responsive website design technology wasn’t available. Besides technology, the website no longer reflected the brand and in particular, lacked the professional image that the company was keen to portray as a leading Health & Safety and Environmental UK recruitment company. The website’s structure (the hierarchy of information, pages and navigation) lacked a cohesive plan. There was also an issue with the content, as the pages weren’t optimised for search engines and PPC campaigns.
The process started when we collected analytics data from their existing website. We combined this with competitor analysis in a detailed report. Amongst other discoveries, this highlighted that ongoing investment in a marketing campaign (PPC and Blogs) had generated minimal results. Framework Digital’s website review is standalone service. It is valuable for pinpointing specific issues that need to be addressed to enhance the online presence. The data informed the design and development of the new Shirley Parsons’ website.
The initial step was to establish short and long-term objectives and to gain clarity, we participated in a board members meeting. During that session, we presented our website review and recommendations. This assisted everyone to understand the priorities and scope of the website project, including long-term KPIs: 1st-page search result, positioning UK and US websites as separate entities, increase engagement (page view per visit, avg. time per visit), drop bounce rate, diversify entry page.
Efficient functionality was also a priority for the Shirley Parson’s website. With two distinct website visitors; candidates and clients, it was important that clear navigation guided visitors to relevant content. We included search features that would filter job opportunities according to speciality, location or vacancy type, this search is performed in the external database. An efficient CMS was essential, as new opportunities would be automatically added on a daily basis via an API from a 3rd party source. We provided training sessions for website admins and continue working with SP management by providing ongoing support service (prepaid budget, used on-demand as required). We monitor web analytics and supply regular reports.
In addition to the UK website project, we designed the website for the Shirley Parsons’ US office and manage an online presence that is fit for an international brand.