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.
