A “good” landing page for driver recruitment is more than just a good-looking website with lots of truck pictures. A good landing page needs to be great at converting traffic that you send to it, e.g. drivers looking for jobs!
How can you ensure that you optimize your site for pulling in the most qualified driver leads? Consider these 10 quick tips:
✅ Send traffic to a subpage of your main website like ABCTrucking.com/Drivers and NOT a separate website like DriveforABC.com. Your main website has way more credibility and SEO
will help drivers find you later if they choose not to apply today.
❌ Don’t use Facebook lead forms. Instead, send traffic to a form on your website for better tracking and consistency.
✅ Optimize for mobile. A majority of your traffic will likely be coming from mobile so keep it simple and mobile-friendly.
✅ Do a speed-check on your website to make sure it’s loading fast. People will tend to start dropping off after just a few seconds of waiting time!
✅ List out all objections and questions that drivers may possibly have and prominently display them on your landing page along with how you address each one. This helps to eliminate the objections and make the driver more likely to move forward with applying.
✅ Display faces of real drivers (not stock photos) all over your landing page to make your company more relatable to your audience.
❌ Don’t use stock truck photos on your landing page, only real equipment (but faces are even better). Again, this helps with increasing the relateability of your company.
✅ Ask for minimal information up front with a short form. After submission, you can take the user to a longer form to fill out the rest of their information. This helps to increase form submissions by not showing too much at once, allowing the driver to step through their
application in a less overwhelming manner.
✅ List out the specific qualifications drivers must have so only the most preferred drivers are being targeted. This helps to ‘weed out’ many of those that may be unqualified up front.
✅ If you offer training or other free resources, share information on those so that drivers know you are willing to invest in them.
If you’d like any further help or advice on this topic, feel free to reach out to us on our Contact Us page. We’d love to help your logistics company devise a winning strategy for increasing awareness and quality of drivers.
