Recruitment Website Rebuild
Delivered 2024 · 6-minute read · 案例研究 Case Study by Ascentso Digital Strategy Team
This article is a one-year follow-up to the original case study, providing a data-driven review of how the rebuilt website continued delivering measurable performance for a leading Singapore recruitment group.
Singapore Recruitment Website Rebuild Case Study — +40% Conversion Lift | Ascentso
Introduction: From Outdated Brochure Site to a High-Performing Recruitment Engine
Singapore’s recruitment landscape moves quickly — but the organisation’s previous website did not.
It suffered from outdated UI, clunky navigation, weak mobile performance, and a user journey that pushed candidates away instead of guiding them toward action.
What they needed wasn’t a cosmetic refresh.
They needed a complete operational rebuild engineered for conversions, credibility, search visibility, and long-term scalability.
Using the EvoWebsite™ methodology, Ascentso rebuilt the digital platform from the ground up:
data-led, user-centred, mobile-first, SEO-structured, and designed as a long-term digital asset, not a one-off redesign.
The impact was immediate:
+40% conversions
+70% engagement
+45% mobile traffic
A recruitment website that finally performed at the level the organisation required
Key Takeaways
- +40% conversions — clearer CTAs + frictionless forms
- +70% page views — improved structure drove deeper browsing
- +45% mobile traffic — mobile-first experience strengthened accessibility
- +30% qualified leads — cleaner pathways attracted stronger candidates
This wasn’t a redesign.
It was a high-performance rebuild with measurable commercial outcomes.
Background: What Held the Previous Website Back
Before the rebuild, the website created unnecessary operational friction:
- Outdated visuals reduced credibility
- Job listings were buried and hard to browse
- Mobile layouts were nearly unusable
- Application forms were long and often abandoned
- Local SEO performance lagged behind competitors
The internal sentiment summarised the issue clearly:
“Too many clicks. Too much friction. Too few results.”
A surface refresh would not fix structural weaknesses.
Project Objectives: Rebuilding a Site That Converts
Our mandate was clear:
- Streamline journeys for job seekers and employers
- Increase conversions through high-intent CTAs
- Implement a mobile-first experience
- Strengthen local SEO visibility in Singapore
- Build scalable infrastructure for long-term growth
Every decision was anchored in actual user behaviour.
Rebuild Strategy: Data-Led, User-Led, Conversion-Led
The rebuild centred on four strategic pillars:
- User intelligence — insights from recruiters and job seekers
- Clear UX architecture — remove friction at every step
- Mobile-first execution — short forms, fast performance
- Built-in SEO infrastructure — schema, metadata, structured content
This was full operational re-engineering, not surface design.
The Rebuild Process
1. Listening to Recruiters & Job Seekers
Interviews and surveys revealed:
- Slow job browsing
- Too many application steps
- Low visibility of priority roles
- Insufficient trust-building signals
These insights formed the UX foundation.
2. Designing Simpler, Smarter Job Search Experiences
We delivered:
- Streamlined wireframes
- Clear segmentation for job seekers and employers
- Quick Apply pathways
- Faster access to key job categories
Usability testing drove iterative refinement until navigation felt natural and efficient.
3. Building Mobile-First, Not Mobile-Adjusted
This rebuild prioritised actual mobile behaviour:
- Touch-friendly layouts
- Shorter, cleaner forms
- Faster performance
- Clear, scannable job details
Mobile applications increased almost immediately after launch.
4. Strengthening Local SEO for Maximum Reach
We established a strong SEO base through:
- Singapore-focused keyword optimisation
- Job schema markup
- Search-friendly content blocks
- Metadata tuned to recruitment intent
Search visibility improved steadily over the following months.
Sustained Performance: How EvoWebsite™ Compounds Results Over Time
One year after launch, the website continued performing strongly — and the reason is structural.
EvoWebsite™ is engineered with SEO built into the core.
From day one, the website was structured with:
- coherent information architecture
- structured data
- search-friendly content blocks
- internal linking pathways
- recruitment-specific metadata
- clean technical performance
This eliminates the need for costly SEO retainers that often deliver limited value.
Instead, the website naturally matures in search visibility as content grows and user signals accumulate.
While we do not disclose internal marketing activities, we can state this confidently:
a well-engineered EvoWebsite™ continues compounding results over time — even without monthly SEO intervention.
This is the advantage of treating a website as a digital asset, not a one-off project.
Twelve months on, the performance trajectory validated this design philosophy:
the website didn’t plateau; it accelerated.
Results: From Frustration to High-Performance Growth
1. Lead Conversion Rate Up by 40%
Before: 1.8%
After: 2.5%
Clear pathways and strong CTAs increased action rates.
2. Engagement Metrics Surged
- +70% page views
- Time on site doubled
Users explored deeper and stayed longer.
3. Mobile Traffic Up 45%
- Mobile bounce rate dropped from 52% → 30%
- Mobile job applications rose 30%
4. Lead Generation Up 30%
- More contact submissions
- More job applications
- Improved candidate quality
Twelve months later, the website remained a strong driver of recruitment outcomes.
Key Features of the New Recruitment Rebuild
Simplified Navigation + Smart Search
- Clear menu structure
- Segmented user journeys
- Advanced filtering options
Recruitment-Ready Job Listings
- Clear requirements
- Better readability
- Quick Apply functionality
Built-In Local SEO Infrastructure
- Structured data
- Singapore-based keyword coverage
- Search-friendly content hubs
This rebuild was engineered to perform, not decorate.
Lessons for Any Recruitment Website
1. Mobile-first is non-negotiable
2. Short forms drive higher conversions
3. Local SEO drives high-intent traffic
4. Continuous iteration outperforms one-off fixes
Conclusion: A Digital Asset That Keeps Compounding
The website transitioned from outdated to high-performance, delivering:
- higher conversions
- improved mobile outcomes
- stronger SEO visibility
- a credible, modern digital presence
Most importantly, it sustained and accelerated performance 12 months after launch — exactly what a properly engineered EvoWebsite™ is designed to achieve.
This was not a redesign.
It was a rebuild that transformed the website into a long-term recruitment engine.
FAQs
How did the rebuild improve the conversion rate?
By removing unnecessary friction. Clearer pathways, stronger CTAs, and simplified application forms created a more direct decision flow — increasing completions with fewer steps.
Why is mobile optimisation critical for recruitment websites?
Most job searches begin — and end — on mobile. A mobile-first design reduces drop-offs, improves readability, and supports faster application behaviour, especially for active candidates on the go.
How did local SEO contribute to performance gains?
Localised keywords, job-specific schema markup, and structured metadata improved visibility across Singapore-based search queries. This attracted higher-intent candidates and strengthened organic reach.
Which metrics matter most when assessing recruitment website performance?
Lead conversions, mobile engagement, time on site, and application completion rates provide the clearest picture of whether the website is driving real recruitment outcomes.
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