You know how it feels. Low traffic engagement, stagnant conversion rates, and a website acting more like a digital brochure than a 24/7 lead engine. Addressing these challenges requires fundamentally changing how your site interacts with prospects. For global recruitment company Samuel Knight, that’s both clients and candidates.
We recently sat down with the Head of Marketing at Samuel Knight, Katelyn Young, to discuss their website’s transformation. An existing Leadoo customer, they had launched a new website at the beginning of the year. It needed to work. And they needed a conversion strategy to match.
The outcome? Over the last year, with a new website build in the middle of it all, Samuel Knight achieved a 360% increase in website leads and a 100% uplift in total revenue generated directly from the site.
The Challenge: Converting Passive Visitors into Active Leads.
For Katelyn, the goal was to enhance their online strategy from passive information delivery to active user experience (UX) and conversion. Prior to the new website launching, this process had already begun. So let’s go back to the start…
The Initial Problem Set:
- Low Engagement: Candidates were bouncing quickly without uploading CVs or applying for jobs..
- Inconsistent Lead Flow: The Marketing team couldn’t provide a reliable stream of qualified leads to recruiters..
- Need for Sophistication: They needed a tool more advanced than simple forms, that could easily segment traffic, having recognised that interactive UX was key to winning in the competitive recruitment space.
As Katelyn stated: “Before I started, there was no real lead gen from Marketing. I wanted to focus on more of a UX-based conversion tool as this was something that was proving the most effective for users in the recruitment space.”
The Solution? Partnership & Conversational Marketing.
Samuel Knight chose Leadoo not just for the technology, but for the partnership. They were helped to build a tailored solution, ensuring the tools looked and acted exactly like an extension of their elite, helpful brand.
For Samuel Knight, this meant custom-designed ‘bots’ (In-page, Visual, and Global) that became the central hub for website navigation and interaction.
Tangible Impact Within a Year.
The commercial results since Katelynn launched her new website, underpinned by conversational marketing, have been remarkable.
In 12 months:
- Website leads grew by 360%
- Revenue from the website increased 100%
- Engagement grew, with 27% of visitors speaking to a conversational marketing tool.
- The overall conversion rate was a massive 10%
- The chat discussions to lead conversion rate was 46%
More Leads and More Revenue.
Achieving 360% in lead growth, and a 100% revenue uplift in 12 months, is transformational. It represents a fundamental shift in business performance.
As Katelyn noted: “Upon launching with our new website, and continuing our journey with Leadoo, we have seen a total lead growth from the website of 360% and a 100% uplift in total revenue generated from the website.”
The website now consistently generates opportunities every single day. Delivering a mix of high-value client opportunities and qualified candidate leads, continually growing their talent pool.
The Real MVP Feature: Dedicated Partnership.
When asked about the most useful product feature, Katelyn pointed to her account managers, not the technology.
“You know what, this is controversial, I wouldn’t say this is a feature, but a testament to our Account Managers, Sofia and Gavin. Their insights around what is working and what needs looked at is second to none. So, yes the Leadoo platform provides an array of incredible features, but your people are what really makes this special.”
The dedication of the Conversational Marketing Experts is what turns great technology into a game-changing business partnership.
The Takeaway for Marketing Managers
Samuel Knight’s story is a blueprint for maximising website ROI. If you’re struggling with passive traffic and low lead volume, remember these core strategies:
- Prioritise UX-Based Conversion: Use tools that make interaction intuitive and instant, and aim for a high visitor engagement rate.
- Go Multi-Bot: Use specialised tools (Inpage, Visual, Global) to address specific audience needs across the user journey.
- Value the Experts: Looking for a partner, not just a vendor, is the final piece of the puzzle.
Samuel Knight didn’t just launch a new website; they launched a new conversion strategy, and the results speak for themselves.
Are you ready to turn your passive website into your greatest sales engine?
