How To Build A Recruitment Website That Converts

The ideas shared below come from a live presentation by Will Astbury, Global Head of Marketing at SourceFlow. He delivered these insights at a March 2025 event hosted by recruitment marketing agency RecBound, helping recruitment leaders understand how to turn their websites into lead-generating assets.

Recruitment agencies across the US are investing thousands into their websites—but many still hear the same feedback: "We spent $20K last year and get nothing from it."

That’s not just anecdotal. 70% of recruitment websites fail basic SEO benchmarks and the average B2B conversion rate is just 2.35%. Meanwhile, top-performing sites exceed 10%.

At SourceFlow, we’ve built over 150 recruitment websites and helped agencies like Maxwell Bond boost engagement by 683%. Here are three core actions that will help your website generate more leads and better results.

1. Improve Website Performance and Accessibility

Google’s March 2025 update emphasized performance, mobile usability, and accessibility more than ever:

• Page speed is critical. Sites must load in under 2.5 seconds.

• 53% of mobile users abandon pages that take more than 3 seconds to load.

Simple improvements include:

• Resizing images

• Switching to modern formats (WebP, AVIF)

• Reducing on-page clutter

Use structured data in job posts to boost visibility on Google for Jobs. This can lead to a 30% increase in organic traffic.

Accessibility is a must. Over 69% of disabled users leave inaccessible websites. Companies with accessible sites see, on average, a 30% revenue uplift.

👉 Download our Accessibility Checklist to improve your website’s compliance.

2. Focus on Content That Aligns with Google’s Priorities

The March 2025 update changed the rules:

• Lower emphasis on backlinks

• Reduced visibility for low-quality AI content

• Preference for authentic, useful, expert-driven content

Follow the E-A-T principle (Expertise, Authority, Trustworthiness) and regularly publish SEO-optimized content. That includes:

• Salary guides

• Market insights

• Interview tips or hiring trends

Google rewards consistency and authority. Use AI to assist, but always review, personalize, and optimize your content for your audience.

3. Use Campaigns—Not Just Pages

Your website shouldn’t be static. Run campaigns through it.

A proven example? Salary reports.

• Drive downloads via email and social

• Collect new contacts via gated landing pages

• Reuse the content at events, in pitches, and in sales follow-up

Promote over 3–6 months:

• Start with 4–8 weeks of data collection

• Involve influencers or partners to add reach

• Use automation to follow up with leads quickly and consistently

Integrate your forms with your CRM or ATS. Track all leads, assign them to consultants, and use automated workflows to nurture them.

Final Tip: 3 Actions You Can Take Today

1. Run a Google PageSpeed test and implement at least one fix

2. Test your site for accessibility using ReciteMe

3. Add alt text to all images using your SEO keywords

👉 Need help building or optimizing your site? Contact SourceFlow or download our free Recruitment Website Playbook.



SourceFlow do WAY more than industry-leading recruitment website design. We build recruitment websites and marketing tools that amplify ROI and provide transparency with state-of-the-art data insights.