Pat Hightower is the vice president of business development at the Hightower Agency. Hightower has over 25 years of experience in the business sector, with a strong background in sales management and has served as a member of the board of directors for the Hightower Agency for 19 years.
The Hightower Agency was established in 1990 as a full-service advertising agency specializing in truck driver recruiting. Headquartered in Madison, Mississippi, with offices in Garrison, Iowa and St. Louis, Missouri, Hightower has been twice recognized as a "Fast 40" company by the Mississippi Business Journal. Learn more about their recruitment advertising services at www.hightoweragency.com.
Recruiting truck drivers? Your website is one of the most crucial components to a successful recruitment strategy. It's where prospects learn about your offerings and apply to drive for your company. However, websites are often ignored as driver recruitment tools. When executed well, sites and landing pages can effectively bring a constant stream of visitors and qualified leads.
To decrease your bounce rate and keep visiting driver prospects flowing through your site, take a look at these top strategies:
Invest in Good Design
A pretty website won’t fully improve your driver recruitment campaign, but a clutter-free and highly-usable design would. Good design is about creating a positive user experience. It’s not about the needless bells and whistles.
The design of your website should serve your audience. It should immediately deliver them a message about your company and help them effortless view and apply for career opportunities. Let's talk more about good design...
Design Around Goals
If your goal is to hire truck drivers, your website blueprint should be modeled to convert leads. Is your app form visibly noticeable? Are you providing call-to-actions? Imagine the expectations of your visitors, and design around this goal.
Get Rid of Clutter
Cut the noise. Anything that’s unnecessary will only distract potential drivers from your message. Our society has a short attention span, so your content should cut to the chase and provide the important information up front. Get rid of clutter and expect a dramatic increase in your conversion rates!
Optimize for Mobile Devices
When prospective drivers browse the web, they do it on whatever device they have at the moment—full-sized laptops, tablets, and smartphones. Don’t frustrate users by having a site for large screens only. Consider how it appears and behaves on smaller screens. By allowing people to easily navigate your content from any mobile device, you're increasing your chances of keeping visitors on your website.
Make Your Copy Readable and Mind Your Typography
There are two aspects worth considering here. First is readability (or the level of difficulty for comprehension of your text.) Second is typography.
Online users continuously determine what content is worthy of their attention. If they find it difficult to understand your message, they'll most likely bounce. To improve readability, use simple, common words. Avoid jargon or technical terms.
Next is typography. In general, serif fonts are great for print and sans serifs are ideal for digital screens (see the difference). Whichever type of font you end up using, make sure that it’s legible on any type of browser, screen and device.
Make Your Website Load Fast
Speed is an often overlooked element, but one that’s crucial to keeping visitors on your site. Studies have shown that a few seconds of delay can negatively impact a website’s conversion rate. Visitors, after all, don’t want to wait. If it loads in 10 seconds or more, they’ll likely abandon your page and go elsewhere. Find ways to implement faster loading for your site.
Pop-up advertising, in most cases, annoy people. It generally disrupts their experience. If yours currently has one, remove it for some time. Then, check your bounce rate or the length of time visitors spend on your website. We're confident your analytics will show a better performance.
Tip: Take note that there are other ways to attract people’s attention. You can, for instance, make use of the sidebar to display ads.
The Hightower Agency is one of the best driver recruitment agencies. As one of the top recruitment agencies in the trucking industry, we offer a wide variety of driver recruiting services. Our driver recruitment consultants can get your company where it needs to be.