Objective
Smith Workforce Solutions needed more than a site and content facelift; they needed real results. Despite a history of success in their space, their site wasn’t converting, their paid ads were underperforming, and they weren’t showing up where their ideal prospects were looking. We stepped in to rethink their digital presence from the ground up, combining a user-focused website redesign with a targeted content strategy and a tightly optimized paid media campaign across LinkedIn and Google Ads.
The Challenges
The website wasn’t working hard enough.
Visitors were dropping off before engaging, and lead volume was flat. The experience wasn’t tailored for the two core ICPs, and calls to action weren’t driving meaningful conversions.
Ads were burning budget without delivering leads.
Click-through rates on Google were low, cost-per-click was high, and the campaign structure lacked focus. Meanwhile, they hadn’t yet tapped into the targeting power of LinkedIn, where their B2B audience was already active.
They weren’t positioned as a leader in their space.
The content on the site was thin, and the brand didn’t stand out from other staffing providers. They needed a stronger narrative to build trust with hiring managers and decision-makers.
What We Did
1. Rebuilt the Website with Conversions in Mind
We didn’t just update the design; we reimagined the entire experience to guide the right users to the right actions.
- Simplified navigation and page structure made it easy for employers and job seekers to find what they needed fast
- Mobile-first design ensured a smooth experience on every device
- Clear CTAs and optimized page layouts helped move users toward booking a call or submitting an inquiry
- SEO foundations were baked in from day one, with clean code, fast load speeds, and search-friendly metadata
- CRO best practices - like benefit-focused headers, sticky CTAs, and smart form design - were implemented across the site
2. Created Thought Leadership Content That Built Credibility
To support both organic traffic and paid ad performance, we rolled out a lean but strategic content campaign designed to position Smith Workforce as an expert in staffing and workforce trends.
- Blog posts tackled topics like “How to Navigate a Tight Labor Market” and “What HR Leaders Need to Know About On-Demand Staffing”
- We wrote short-form thought pieces that were promoted via LinkedIn Ads to cold and warm audiences
- Landing pages tied to the content offered downloadable resources and case studies, capturing high-intent leads and building remarketing audiences
3. Reworked Google Ads and Introduced LinkedIn Campaigns
We completely overhauled the Google Ads account and added LinkedIn to the mix to target decision-makers more directly.
- On Google, we cut wasteful spend, refined keyword match types, and rewrote ad copy with more compelling, specific messaging
- On LinkedIn, we targeted hiring managers, HR teams, and operations leads with paid content and direct lead-gen ads
- Ad extensions and sitelinks improved visibility and engagement
- We ran A/B tests across headlines, descriptions, and landing pages to continually refine performance
- Smart bidding strategies, including Target CPA, were implemented to keep spend efficient as conversions scaled
4. Set Up Tracking and Optimized Continuously
- We built out full-funnel tracking in GA and Google Ads, ensuring every conversion was properly attributed
- Landing page performance was monitored weekly, with changes rolled out to improve form engagement and mobile usability
- Monthly reporting gave the client a clear view of what was working and what to prioritize next
The Results
- 240% increase in qualified leads from a combination of organic and paid channels
- 61% lift in on-site conversions after the new site went live
- 43% higher click-through rate on paid ads following creative and structural updates
- 30% decrease in cost-per-click, freeing up more budget to reach a wider, better-targeted audience
- 177% increase in conversions from paid search, driven by improved landing pages, smarter bidding, and better alignment between ads and user intent
Takeaway
By aligning content, CRO, and paid media into one cohesive system, we helped Smith Workforce move from a leaky funnel to a high-performing lead engine. The website now acts as a true sales asset, the content builds trust before the first conversation, and every dollar spent on ads is going further than it ever was.
