site Google uses that content to better
understand what you do. And then
Google will be more likely to share
your website than others as people are
searching for what you do. It will also
be able to more specifically match your
website’s pages to more specific search
terms. Which means more website vis-
itors for you that may potentially con-
tact you to buy your services or apply
for a job with your company.
A Targeted Career Section.
Most paving websites are built to sell
services - not woo potential hires. Con-
sider how you can use your website to
show potential hires how great it is to
work for your company.
Job seekers need to be able to easily
see themselves working for you. You
can use your website to show them. You
can use photos of your employees, post
about how you support your commu-
nity, train your staff and focus on safe-
ty. But the easiest and most straight-
1.800.210.5923
As you regularly
add content to your site
Google uses that content to
better understand what
you do.
forward way to get the point across is
adding a targeted career section.
Your company may be hiring every-
one from operators to management.
Tell me, do operators and manage-
ment have the same qualifications? Do
they have the same concerns? No, they
don't. Each will evaluate your compa-
ny through their own lens. A targeted
career section speaking to the individ-
ual concerns of each position type you
are hiring for can allow you to set your
company apart from others, potentially
attracting more qualified applicants by
addressing their concerns directly.
Share a typical job path each type of
applicant might progress through to
show them there’s room for advance-
ment in your company. Let them know
[13]
how long it might take to move up or
how much experience a person usually
has at each benchmark. Share testimo-
nials from current employees. Show-
case your benefits, training and safety
programs tailoring each to the job type.
And last but not least face objections
head on, letting people know you antic-
ipate their concerns and know how to
make the best working environment for
your employees.
Does your website have one or all
three of these paving website essentials?
As the slow season draws to a close con-
sider drawing up a plan to update your
website with a built out services section,
a robust projects section and a targeted
careers section as time and money al-
lows in your marketing budget.
Monica Pitts is the founder and Chief Creative Officer
of MayeCreate Design. She spends her days constructing
a marriage of form and function; creating art with her
design team to grow businesses through websites and
online marketing. Monica considers herself an artist,
marketer and web dork with the ability to speak geek
and English.
April 2019