From a busy website to a clear path to action.
I rebuilt the website for a workforce-services company so employers, job seekers and households can each find what they need and know exactly what to do next.
- Client
- Workforce & manpower services company
- Audiences
- Employers, job seekers, households
- My role
- Strategy, UX, copy, SEO, front-end build
- Delivered
- 12 page types and sector landing pages
Anonymized illustration of the redesigned homepage. Client name, logo and imagery have been removed.
The challenge
The company offers a lot: manpower supply, local recruitment, HR outsourcing, domestic helpers and private drivers, plus its own workforce technology. The website had to speak to three very different visitors at once, and it wasn't guiding any of them.
- 01Visitors had to work out for themselves which service, and which of the company's business lines, applied to them.
- 02There was no obvious next step. Nothing told visitors to contact the company, apply for a job or download the app.
- 03Pages looked alike to search engines, so it was harder to be found for specific services.
- 04Trust signals like experience, leadership and compliance were scattered thinly across the site.
One site. Three clear journeys.
Before touching the design, I mapped who visits, what each visitor is looking for, and the one action that matters most to each. Then I built every page around that action.
Build your team
One tap starts a conversation with the business-development team on the messaging channel local buyers prefer.
Find a job
A dedicated careers page where candidates can browse openings and submit their CV.
Download the app
Smart links send iPhone users to the App Store and Android users to Google Play.
What I built
I wrote the copy and built the pages myself in responsive HTML and CSS, then prepared a launch-ready package with compiled styles and optimized images.
A consistent page system
Shared navigation, hero style, spacing and footer across every page, so the site reads as one company, not a collection of pages.
Multilingual from the start
A matching second-language version of every page, with layouts and forms adapted properly, not bolted on afterwards.
Clear service pages
Each business line explained in plain language, with workforce imagery that shows who the service is for.
Technology made tangible
A side-by-side showcase of the employer portal and the employee self-service app, focused on less paperwork and faster support.
Trust where it counts
A focused About page, a separate leadership page, a growth timeline and compact commitment cards that expand for detail.
Search-ready pages
Unique titles and descriptions for every page, each written around what that audience actually searches for.
Sector landing pages
Dedicated pages for hospitality employers and for international companies entering a new market, built to show how targeted pages convert.
Policy drafts for legal review
Privacy, terms and ethical-recruitment drafts, prepared so the client's legal team could approve them before publishing.
| Before | After |
|---|---|
| Visitors weren't told what to do next | A dedicated call to action for each audience |
| Visitors had to decode the services themselves | Plain-language service pages with clear routes |
| Similar pages competing in search | Unique titles and descriptions based on search intent |
| Pages styled one by one | A consistent, mobile-friendly page system |
The new website
The new website is now the centre of customer acquisition. Every channel points back to it, and every visitor lands on a page built to turn interest into action.
Organic LinkedIn content reaches business buyers. Google search and sector pages capture companies with active hiring needs. Social channels and Google campaigns drive household app downloads.
The result is one clear system instead of disconnected channels. Employers reach the right service faster, job seekers know where to apply, and households are one tap from the app.
Skills on show
- Audience journey mapping
- Conversion-focused UX
- Website copywriting
- Multilingual content
- SEO
- Responsive HTML/CSS
- Landing pages
- Multi-channel acquisition
- B2B growth strategy
To protect client confidentiality, the company is not named. Illustrations are simplified reproductions, not screenshots of the live site.