Recruitment Website & SEO Case Study
Turning Primcura’s Website Into a Recruitment Tool
Primcura Healthcare already had a WordPress website when Probeck became involved. When the business wanted to advertise its own job vacancies, simply adding another feature was not necessarily the right answer.
Probeck rebuilt the familiar website as a custom-coded platform, corrected issues in the original implementation and created a simple administration system for publishing vacancies. Each job is automatically structured for Google, helping the website become an increasingly important source of organic search traffic.
- Direct job advertising
- Vacancies managed and published by Primcura
- Google structured data
- Automatically generated for each vacancy
- Lower advertising costs
- Reduced reliance on paid third-party job listings
- Organic growth
- Significant improvement in search traffic and visibility
The Request
It Started With a Simple Request: “Can We Add Jobs?”
Primcura Healthcare is a recruitment company. Its original website had been created in WordPress by another agency, and Probeck later took over management of it.
Rob at Primcura wanted the team to be able to create and publish job vacancies directly on the website. On its own, that sounded like a focused piece of new functionality.
Before recommending that Primcura invest further in the existing site, Probeck considered whether extending that particular build would be the right long-term decision for the business.
What We Found
The Existing Build Needed More Than Another Feature
While managing the website, Probeck identified a number of design and security flaws in the existing implementation.
Those issues belonged to this particular build. They were not a reason to make a general claim about WordPress, which can be a suitable platform when it fits the requirements and is implemented and maintained appropriately.
Adding vacancy management to the existing installation would have meant investing further in a website with known underlying problems. That prompted a wider discussion with Primcura about the value of extending the site compared with rebuilding it around what the business now needed.
The decision was based on the condition and requirements of Primcura’s website, not on a blanket preference for one platform. The WordPress versus bespoke website guide explains the wider trade-offs.
The Decision
Rebuild the Website, Not the Brand
Probeck recommended rebuilding the website as a custom-coded site rather than continuing to extend the existing WordPress implementation.
Primcura did not need a new identity, and the business was already familiar with the website’s appearance. The existing visual design was therefore recreated as closely as practical while the underlying site was rebuilt and the identified issues were corrected.
That concentrated the project investment on the parts Primcura actually needed: a stronger technical foundation, direct control of website content and a vacancy system designed around the recruitment workflow. The result remained familiar to the business while providing much more control over how the website could evolve.
The Solution
Giving Primcura Control of Its Content and Vacancies
The rebuilt website includes a small administration area, giving Primcura control of the content it needs to change without access to the underlying code.
The administration area supports blog content, but its most important feature is job management. Primcura can create and publish vacancies directly through its own website rather than relying entirely on external recruitment and job advertising platforms.
The vacancy form captures the information needed to build a clear, dedicated job page and generate the corresponding structured data. The technical work happens automatically when the team publishes the vacancy.
This combination sits between bespoke website development and a focused administration application.
Building Jobs for Search
A Job Page Designed to Be Understood by Google
The project went beyond storing vacancies in a database and displaying them on the website.
Fields in the vacancy form were aligned with the information required for Google’s job structured data. When Primcura publishes a vacancy, the website uses that information to generate the appropriate structured data automatically.
Structured data gives search engines information about a page in a standard format they can understand. On a vacancy page, it identifies the content as a job and describes relevant information entered for that role, while the complete vacancy remains available as readable page content.
Publishing a job also triggers a request through Google’s Indexing API, notifying Google of the new or updated URL. Google recommends the Indexing API for job posting URLs because it can prompt Googlebot to crawl them sooner. Google still decides whether and when to crawl or index a page and where it appears in search results.
Structured data can make a valid job page eligible for Google’s job search experience, but it does not guarantee indexing, enhanced display or a particular ranking. See Google’s JobPosting guidance (opens in a new tab).
- 01Primcura enters the vacancyThe team completes the job form.
- 02A dedicated page is publishedThe vacancy becomes readable website content.
- 03Structured data is generatedThe job information is provided in a standard format.
- 04Google is notifiedThe API request makes Google aware of the URL.
The Organic Search Result
Then the Organic Traffic Started to Climb
After Primcura began publishing dedicated vacancy pages and further useful website content was added, organic search traffic increased sharply.
Search visibility and rankings also improved significantly, helping individual job pages become more prominent for relevant searches.
The improvement followed a combination of indexable vacancy pages, appropriate job structured data, additional useful pages, wider SEO work and continued development over time. It should not be attributed to structured data or an indexing request alone.
The Wider Business Impact
More Than Just More Website Traffic
The commercial benefit was not simply an increase in visitor numbers.
Primcura can now advertise vacancies directly through a platform it controls. Publishing vacancies through the website has helped reduce fees that would otherwise have been spent advertising roles through third-party platforms.
Those external services can still have a place in a recruitment campaign, but Primcura no longer needs to depend on paying another platform for every vacancy it wants to publish.
The website has moved beyond acting as an online brochure for a recruitment company. It now plays an active role in the recruitment process by publishing opportunities, helping potential applicants discover them and directing those visitors back to Primcura.
Continued Development
A Website That Has Continued to Evolve
The initial rebuild was the foundation, rather than the end of the project.
Since the custom website and vacancy management tools launched, additional content and pages have been introduced. Continued SEO improvements have helped strengthen the site’s organic visibility and make it an increasingly useful recruitment and marketing tool for Primcura.
This is the practical value of ongoing website development: the platform can respond as the business learns which content people need, which searches create useful visibility and where the recruitment journey can be improved.
For businesses considering the same decision, Probeck’s Website Design & Development service explains how improvements, redesigns and rebuilds are assessed around the current site and the work it needs to do.
Make your website work harder
Is Your Website Actually Helping Generate Business?
Primcura originally wanted a way to add jobs to its website. The wider opportunity was to create a platform that could help those vacancies get discovered and reduce the business’s reliance on third-party advertising.
If your website has become difficult to extend, is not supporting the way your business now operates or is not generating the results you expect from it, Probeck can look at what should change and whether improving or rebuilding it is the right approach.