Strom Engineering

Strom Engineering's dual market focus centers on serving both employers and applicants, recognizing that meeting the needs of both is vital for sustained growth and relevance. They connect employers with qualified employees and create a platform for valuable connection between both parties.

The Challenge

GDD, or Growth-driven Design, is a process of continual improvement. Rather than the old “set it and forget it” approach to web design, GDD relies on data to make calculated, informed decisions.

The new website should cater to both employers and applicants, allowing both parties to find strong matches. Applicants need to feel confident that they are in good hands and that Strom has vetted the employers posting on the site. Employers look for a staffing partner who can provide reliable and experienced workers. They value dependable, responsible, and capable contingent staff. Specifically, the new site should:

  • Increase brand awareness and credibility
  • Add value for users

Client Priorities

  • Increase overall website traffic – specifically in attracting new users

  • Want candidates to be able to easily fill out an application form and attach a resume if they want to

  • Create a “behind the scenes” system that allows their employees to monitor and edit job postings easily

  • Attract more highly qualified candidates to match with employers

The Plan

Our primary objectives were to enhance website functionality and user experience. To do this, we proposed simplifying the editing, ongoing maintenance, and content updates the Strom team had to do. Our proposed solution was to transition to a block editor, thus streamlining the management process.

Additionally, we aimed to gain valuable insights into user behavior by leveraging analytics tools, which would enable us to analyze the buyer's journey and identify critical decision points. Through data-driven analysis and a thorough content audit, we wanted to pinpoint the "low-hanging fruit" – opportunities where we could more effectively increase conversions.

The Results

We shouldn’t brag, but the numbers don’t lie

53.22%

increase in overall website traffic in 2022

130%

increase in blog readership in 2022

13%

increase in industries traffic in 2022

Strom Engineering’s new site is a sibling site of Strom MN; it is reminiscent of its sibling site while retaining its own aesthetic identity. By aligning the general look and feel of the two sites, we are reinforcing the brand awareness with each visitor. Also, as we have been known to say, “our results don’t lie”; our strategy incurred over 50% additional visitors to the website in 2022, leading to significantly more connections between employers and job candidates.