Redesigning JV's customer journeys to improve lead generation

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The brief

JV Recruitment is a leading recruitment agency specialising in the Construction, Manufacturing, Civil, and Facilities Management industries.

JV engaged us to improve the lead generation process on their website. The website lacked clear conversion paths for their target groups (clients and candidates). They wanted greater visibility around who their website visitors were and to be able to create relevant touch points for users based on whether they were a client (such as a property developer) or a candidate (such as a tradesperson). 

Home - JV Recruitment – Construction  Logistics and Manufacturing jobs   JV Recruitment – Construction  Logistics and Manufacturing jobs

The visual elements/branding on the website also needed improvement as they did not reflect JV's vibrant, people-first culture and reputation for trustworthiness. In the recruitment industry, this was an especially crucial impression to be making to first-time site visitors. 


Our approach

After conducting an in-depth audit of JV’s website, our team found opportunities to restructure their IA to allow for a client-specific flow and candidate-specific flow, starting from the homepage and deepening further into persona-centric landing pages with stronger CTAs and more relevant content.

Homepage New-1

We also set out to increase and diversify the number of customer acquisition channels for JV by adding a new microsite, downloadable resources and 18 separate consultant bio pages with CTAs to the mix.

Our team then provided training to the JV staff on using Hubspot as a CRM and a lead generation hub so that they could respond quickly to leads and delegate them to the appropriate specialists. 


The result

By keeping JV’s target personas top-of-mind, alphawhale were able to break up the user journeys into two different flows rather than one generic experience for all visitors. Being able to segment website users led to JV’s previously undocumented sales process was now becoming a unified and documented process. 

The JV team could now access information about new contact’s details, web pages visited and other relevant information to give them greater visibility around the value of their leads as well as ability to take the right action with them. 

The addition of the microsite, new lead channels and multiple new landing pages/CTAs on the website meant that JV now have a broad range of sources to attract qualified leads.