Website copywriting case study | Education recruitment
Website content for a new 15-page website for an education recruitment company.
Client
UCM Education Ltd
UCM Education is a small London-based recruitment company, specialising in recruiting staff for nurseries, primary and secondary schools.
As part of my in-house Marketing Manager role, I re-wrote and edited the content for their new 15-page website as part of the company’s drive to expand.
The project
I worked closely with a website design company, the director, and internal staff to get a clear idea of the new direction the recruitment company was heading. The new website had to include information on the new healthcare sector that the company was targeting, alongside building the education recruitment focus. The new website design included an easy-to-use job search facility and blog. I was tasked with re-writing the website content to appeal to a range of audiences, focusing on the company’s USP and credibility to encourage growth.
What I wrote and why
The homepage had a lot of work to do in terms of appealing to different audiences. I focused the first paragraph of information on exactly what the company offered, its location and credibility proof (number of years trading, membership to official industry body).
The purpose of the homepage was to signpost each distinct website visitor straight to the information they needed, whether it was an education or healthcare job seeker, or a client looking for an agency to help with their staffing issues. Each element of the homepage focused on a clear benefit of UCM Education, encouraging the website visitor to click for further information. I kept the text to an absolute minimum, writing in a concise way, removing all but the most core information.
Alongside important information regarding the job application process and what a client could expect in terms of service, I researched the best ways to differentiate this company from the many other recruitment companies. Information of their work in the community set this company apart, as well as information on their industry safeguarding and compliance. I focused the content on building trust and credibility.
By gathering information from customer surveys and industry compliance reports, I was able to include social proof, in the form of testimonials, on each of the major landing pages. Recruitment is a fiercely competitive industry, and proof of happy clients and successful job applicants was crucial.
As part of my overall role as Marketing Manager, I ensured that this new website had a blog. I designed a strategy and wrote both blog posts and social content that used keyword search engine optimisation techniques to encourage visitors to the website with relevant recruitment-focused content.
“And finally…
This website content writing project had its own unique challenges, most notably attracting and appealing to a diverse set of website visitors. I was able to create a cohesive content journey by focusing on the company’s core USP of community engagement; social proof in the form of testimonials; and industry credibility (membership to the industry’s safeguarding and compliance body).”