The Challenge
Millbank
Millbank work in a number of sectors and required an update to their website to highlight their range of expertise, make it feel more current, improve user and mobile experience and generate more applications for their jobs. At the time of I-COM's appointment, Google had just announced the launch of their new job service. It was therefore important that the new website support this functionality.
Millbank works in an increasingly competitive and dynamic market. They have a number of larger competitors which means Millbank needs to be very agile to compete effectively.
Millbank wanted a site which showed them to be modern in their approach while demonstrating a level of expertise that would give both clients and candidates confidence. Their specialist sector knowledge helps with this objective and it was a requirement of the build that this should be effectively communicated.
The Approach
We utilised the Recaza web platform to provide an effective job and candidate management system.
We made minor changes to the brand identity that helped demonstrate an evolution to a more current style, as well as taking responsibility for all initial content creation on the site.
We conducted a number of interviews with department heads to obtain expert insight into the business which helped us to provide knowledgeable information throughout the Millbank site.
The Results
Millbank
The performance of the new website has been exceptional. In the three months following launch, the site generated 48% more applications than it did over the same period the previous year.
What makes this all the more remarkable is that these results came during a period of economic uncertainty when candidates were reportedly looking to maintain job security rather than risk a move.
The new website is much more effective on mobile devices, and the improvement in design and user experience has been recognised by improvements in key metrics both on and off-site.
All statistics are based on improvements in the three months immediately following the launch of the new site compared to the same period the year before:
- Organic session duration up 46%
- Job applications up 48%
- Organic bounce rate improved by 23%
- 122%
- Increase in Mobile Users
- 81%
- Increase in Organic Search Impressions
- 49%
- Increase in Organic Pages Per Session
Digital Marketing Specialists
We are I-COM
Formed in 2004, we have grown to be one of Manchester's largest independent digital marketing agencies.
With a large in-house team of specialists we provide a range of digital services including web design, web development, digital marketing, SEO, branding, content marketing, PR and outreach, social media marketing and paid search marketing, we cover every digital marketing need you may have. Call on 0161 402 3170 or use the contact form to get in touch.
