When a new inquiry produces $14,000 in revenue, it is worth paying attention. For ZSG, the source made the result especially notable.

A visitor found the firm’s outplacement services through ChatGPT, reached a targeted landing page, and submitted an inquiry. That inquiry became ZSG’s first outplacement engagement within four months of launching its programmatic SEO pages.

AI did not close the deal. ZSG’s team did that. But the landing page gave the right prospect a new way to discover a service that previous cold calls and email campaigns had not successfully sold.

The case study at a glance

• Client: ZSG
• Specialties: Manufacturing and construction recruiting
• Goal: Attract employers seeking outplacement services
• Approach: Targeted programmatic SEO (PSEO) landing pages
• Primary result: ZSG’s first outplacement engagement, worth $14,000
• Referral source: ChatGPT
• Additional results: Impressions increased 13%, clicks increased 9%, and a priority keyword improved by 21 positions

The challenge: Building interest in a new service

ZSG is a full-service recruiting and outplacement firm serving the manufacturing and construction industries.

When the company introduced outplacement services, it faced a familiar marketing problem. Prospective clients knew ZSG for recruiting, but they did not necessarily know the firm could also support employers and employees during workforce transitions.

ZSG had promoted the service through cold calls and email campaigns, but those efforts had not produced an outplacement engagement. The firm needed another way to reach employers actively researching this type of support.

It also needed more than a passing mention on a general services page. Outplacement required its own explanation, context, and path to inquiry.

The approach: Targeted pages for specific search needs

Recruiters Websites developed a series of programmatic SEO, or PSEO, landing pages for ZSG. Digital Content Producer Natalia Navarro led the project.

Programmatic SEO uses a repeatable page structure to create focused content for specific services, industries, locations, or search needs. Each page still needs original, useful information. The goal is not to repeat keywords across dozens of nearly identical pages.

For ZSG, the work included a dedicated page explaining its outplacement services. The content addressed the service employers were searching for, who it was designed to help, and how ZSG could support the transition process.

The pages were structured so traditional search engines and AI search tools could locate and interpret the information. Recruiters Websites also monitored traffic, referral sources, search impressions, clicks, and keyword positions to see how prospective clients were discovering the site.

The result: A ChatGPT referral became a $14,000 engagement

Within four months, a prospective client reached ZSG’s outplacement page and submitted an inquiry.

The analytics referral data associated with the form response identified ChatGPT as the visitor’s referral source. The inquiry became a $14,000 outplacement engagement, the first ZSG had secured for the new service.

Revenue from that single engagement nearly covered the firm’s full annual investment in the PSEO program.

The result was particularly meaningful because the service had not gained traction through ZSG’s previous cold outreach. The targeted page reached a prospective client through an entirely different discovery path.

Search performance was moving, too

The new engagement was the clearest business result, but the broader search measurements also showed progress:

• Search impressions increased by 13%.
• Search clicks increased by 9%.
• ZSG’s ranking for “construction recruiting firms” improved by 21 positions from July through October.

These measurements matter because a landing page does not have to produce an immediate inquiry every time someone visits. It can also help the website develop stronger associations with the services and markets the firm wants to be known for.

From the ZSG team

“Recruiting technology is changing and advancing, just like every industry. Our SEO program with Recruiters Websites is helping us market in new ways, making it easier for clients and candidates to discover our services. Closing a $14K deal from just one PSEO page, which nearly covered a full year of investment in only four months, shows the value of this strategy. And we’re only getting started!”

Marisa Horton, VP of Operations, ZSG

What other recruiting firms can take from ZSG’s experience

ZSG’s result is one firm’s experience, not a promise that every landing page will produce the same return.

The more useful lesson is that prospective clients cannot inquire about a service they never discover.

When a recruiting firm adds a service, enters another industry, or expands into a new market, a short mention on the homepage may not give people or search systems enough information. A dedicated page can explain the offering, connect it to a specific buyer need, and provide a direct next step.

ZSG already had the experience and service. The PSEO page gave the right employer a way to find it.

Is there a service or market your current website barely mentions? Learn more about targeted SEO landing pages for recruiting firms or request a quote to discuss where additional pages could make sense.