10 online marketing tips for your work-at-home website

But unfortunately, many of these blogs do not provide any of the tips below. And that's unfortunate for them, but very nice for you :-).

1. Think carefully about the domain (subdomain, separate website, main website)

If you want to set up a work-at-home section, the first important choice is which domain to put the jobs on.

And I deliberately say "section" and not "website" because you can also put the works-bee on a subdomain, on your own website or keep it within your regular website. Suppose we would want to set up a works-bee then these are the three possibilities:

1. Onlinemarketingagency.co.uk/working-at (A subfolder)
2. Werkenbijoma.nl (A loose website)
3. Werkenbij.onlinemarketingagency.com (A subdomain)

Which option is best for you depends on a lot of factors. It depends on so many factors that I could devote a separate blog to this.

To help you further along the way, I do share the main arguments for you in advance:

• Option 3 actually always falls off. A subdomain is not a good choice (for SEO).
• A loose website is super cool because you then have a loose website for one target audience, but that does mean you have to have a very loose website created and you have to maintain not only your regular website, but also your work-at-home website.
• Through a subfolder, you can very easily set up a working at section and you can ride on the success of your regular website.

The bottom line is basically this: are you a smaller organization with not a lot of budget and want to easily set up a working bee? Then go for a subfolder.

Are you a larger company, is recruitment an important part and do you need new people every few months? Then go for a stand-alone website.

2. Link the websites to each other (for link building purposes)

Link building is an important part of SEO and is nothing but obtaining quality links to increase the value of your website.

If you link the websites together, some of that value is passed on to each other. And both domain names benefit from that.

In addition to linking the websites together for Google, of course you also link them together for the visitor. After all, you want people to be able to see who your organization is or what your work-at-home website is.

Should you have a subfolder instead of a subdomain or a separate website for your work-by website, linking to your work-by section is also important. Only then does it fall under internal link building.

3. Provide cross domain tracking

If all goes well, you have Google Analytics installed on your website because you want to see how many people are on your website, what all of them are viewing, how they behave, etc.

Of course, you do the same for your work-at-home website, because you want everything there too. But suppose someone comes in on your regular website. That is then seen as one session.

That person then clicks through to your work at website and applies. Within your work at website, this is seen as one session and Google does not recognize these sessions as coming from the same person.

Cross domain tracking solves that problem. In fact, with cross domain tracking, you can see those two sessions as one session and that means your data becomes much more valuable and you can see the results of your campaigns even better.

4. Make sure conversions are made measurable

I want to go a little further on what each campaign produces. To properly know what your campaigns are producing, everything has to be measurable. In other words, you need to set conversions.

When you normally speak of conversions, people often think of someone making a purchase. But there are other conversions that are important. They are:

• Completing contact forms
• Requesting quotes
• Clicks on mail address
• Clicks on phone number

Within your working at website, those are important too, of course, but in addition to that, some conversions may be important:

• Call me back form
• Application form
• Click on WhatsApp (when people can apply via WhatsApp)
• Sharing a job posting

Make sure these are all measurable within Analytics.

5. Make sure the mobile design is on point

This really feels like an open door to me personally, but I still see so many websites today that are not optimized for mobile.

In tip 1, I told you that setting up a loose work-at-home website involves additional costs. Consider building, hosting and marketing.

Because a work-at-home website costs extra money, I also often see savings made on building the website. And that can mean two things:

• The work-by website is very old and thus not mobile-friendly.
• The work-at-home website is fairly new, but savings were made in construction and so the website is not mobile-friendly.

Both are really not possible today in 2023. Therefore, always make sure the mobile website is order.

Figures also show that more and more people are visiting job websites via mobile ... and applying for jobs.

6. Don't forget the mail-a-friend (or share function) feature

In tip 4 I mentioned that you can think of sharing a job posting as a conversion. Of course, installing this can only be done once the sharing function is in the website.

And that function I call the mail-a-friend function. Of course, it can happen that someone sees a job posting and thinks, 'hey, that's something for Pete. I have to forward that one'.

Then, of course, you want to make that as easy as possible for Pete's friend. That ensures that your website will be shared more easily and thus will be visited by more people.

But for Pete himself, the mail-a-friend function is also very convenient. After all, Pete himself can see the job posting and also think, "what would my friend think of this?".

If the mail-a-friend feature is in there, then the friend can respond with that it's a nice job posting. When the feature is not in there, then you miss those opportunities.

7. Build in a job alert feature (automate email marketing)

Suppose you own an online marketing agency and your online marketing agency's acronym is OMA 😉. You are looking for an SEO specialist, only Maud is on your website to see if there is a job opening for a SEA specialist.

Unfortunately, there isn't one at the moment. You can build into your work-at-home website an option for people to leave their email address and you will email them when a new position becomes available.

That way you can build your own database of marketers over the years. One that you can email whenever you want.

And, of course, you can automate the first few emails you send with a piece of email automation. For example, consider the first email with 'Thanks for leaving your email address. We will be the first to update you on the latest job openings'.

8. Make sure the work-by website is above the fold on your regular website

Whether you have a separate work-by website, a subfolder or a subdomain, it is important with all three that you put the work-by website prominently in view. Don't hide it at the bottom of the footer or in the "about us" submenu.

After all, then potential candidates are never going to find the link.

9. Find out relevant keywords for your working at website and write landing pages or blogs for them

Tip 109is, of course, entirely about SEO: making a website more organically findable. The basis in SEO is keywords.

These are also important with your working at website. After all, you want to score on:

• Vacancies [company name]
• Working at [company name]
• Vacancies [job title]
• Vacancies [field] [location]
• Etc.

Being findable on those keywords can bring in potential candidates. And that's what anyone setting up a working at website wants.

10. Install the Facebook and LinkedIn Pixel for similar targeting and retargeting

The Facebook and LinkedIn Pixel allow you to learn more about who is on your website.

If you then bring in relevant visitors to your website, there are two campaigns we recommend:

1. Similar audiences campaign
2. Retargeting

Let me explain both of them briefly. Suppose you have relevant visitors on your work-at-home website and they also convert and apply. With a similar audiences campaign, you can target similar people with social media.

So these are people who are similar to the people who have been on your website. And if those have applied, that's exactly what you want.

The second campaign is the retargeting campaign. Of course, after visiting your website, people may go on to another work-at-home website to see what the opportunities are there.

By setting up a retargeting campaign, you can retarget the people who have been on your website and target them again.

You can then show, for example, blogs where employees explain what they do at your company, how happy they are and what results you achieve / do for customers, for example.

After all, that's what candidates want to see - and what you use to get them over the line.

This article was written on April 27, 2021 and updated on August 14, 2023.