As a longtime client for whom we provide outsourced marketing services, LvHJ was ready to refresh their brand positioning and launch a new website. The age of the site posed a security risk and was losing optimization functionality.
We designed and assisted with the development of a new WordPress site including strategizing for a new user experience. We also updated all of the existing content and wrote content for new pages. This included optimizing content for search with relevant keywords built into the copy. We also added branded messaging and personalized the Careers and About pages to align with LvHJ’s history and diverse team. We updated all bios and added more staff photos to show the depth of their team and industry knowledge.
New and updated website copy was all handled by our communications team in close collaboration with the client and our in-house web designer and developer.
The firm’s new tagline – Professionals for Good — came out of our team’s branding research process. We recommended putting that message front and center and highlighting it with short video clips on the home page. These videos represent the firm’s decades of serving real estate and affordable housing developers, related nonprofits and entrepreneurs. The video clips add design interest without slowing down page load times.
Our client wanted to showcase its young and diverse team for recruitment and retention. Careers pages reflect next-generation leaders and the firm’s focus on professional development. We also helped the firm optimize job opening descriptions and incorporate strong recruitment keywords into the website’s search data. Writing monthly blog posts about accounting careers also supports the firm’s recruitment strategy.
After the website launch in mid-September, the new site experienced strong direct search with a more than 200% increase in direct search activity. We also saw improvements in paid search through the client’s Google ads. This tells us that site functionality has improved with relevance and engagement by new users.
Organic search remained constant: we did not lose ranking following the new site launch indexing process. We have maintained consistent social media posting, paid search and analytics monitoring to ensure a smooth launch and transition to the new site.
A social media careers newsletter promoted by the Director of Operations is supported by our team’s consulting and publishing support. This increases website visibility for careers blog posts and job openings on the website.
As the firm adds professionals and expands its services, we wanted the site to be flexible in design and content. The site is also connected to analytics tools to monitor search activity and results for continuous improvement.
With their new website (and their refreshed logo that we designed, too!), LvHJ is ready to pursue new strategic business goals and expand its team. A recent experienced hire from a Big Four firm said that the website played a part in his decision to consider LvHJ for a lateral career move!
– Tara Gleaton,
SPHR, LvHJ Director of Operations
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