Introduction
In the evolving Saudi business landscape, human resources companies are no longer judged only by their operational capabilities, but by how clearly they communicate trust, compliance, and expertise online. One of my recent and most impactful projects was leading the full digital transformation of Safwa for Human Resources, formerly known as Safwa Gulf.
The objective of this project was not limited to redesigning a website. The mission was to reposition Safwa HR as a modern, authoritative HR and outsourcing partner in Saudi Arabia, supported by a bilingual digital platform, a strong SEO foundation, and a scalable content and portal structure that serves both companies and job seekers.
Project Overview
Website Architecture & Digital Repositioning
The first phase of the project focused on restructuring Safwa HR’s entire website architecture to align with how HR decision-makers and job seekers actually search, read, and convert online.
The new structure included clearly defined sections such as:
- Corporate profile and company credibility
- HR & GR services
- Recruitment and headhunting solutions
- HR outsourcing and staff outsourcing
- Saudi Esnad services
- Visa processing and workforce compliance
- Industry-specific solutions
- Blog and knowledge content
- Conversion-focused pages such as Request a Service and Apply for a Job
Each section was designed to guide users naturally toward the right action while reinforcing Safwa HR’s expertise and reliability.
Content Strategy & Copywriting Execution
A major part of this transformation was developing high-quality, conversion-driven content that speaks directly to Safwa HR’s target audience.
All core website content was written in English, then adapted and localized into Arabic to ensure cultural accuracy and clarity for the Saudi market. The content covered:
- About Us and the company positioning
- HR outsourcing and recruitment services
- Industry-specific pages including Hospitality, Healthcare, Construction, Oil & Gas, Retail & F&B, Education, and Logistics
- Value propositions, “Why Choose Us” sections, FAQs, and strong CTAs on every service page
The writing approach focused on clarity, outcomes, and real business value rather than generic corporate language.
SEO Strategy & Search Visibility
Search engine optimization was embedded into the project from the beginning, not added as an afterthought.
The SEO strategy included:
- Keyword research tailored to the Saudi HR and outsourcing market
- SEO-optimized meta titles and descriptions
- Internal linking between services, industries, and blog content
- Blog topic planning aligned with high-intent searches such as HR outsourcing in KSA, Saudization strategy, HR tech, and recruitment best practices
- Long-form, human-sounding blog articles aligned with Vision 2030 and B2B decision-makers
This approach positioned Safwa HR as a trusted authority rather than just a service provider.
UX Structure & Technical Guidance
Beyond content, I worked closely with the web team to ensure the user experience supported both engagement and conversion.
This included:
- Advising on Elementor layouts using tabs, accordions, and structured sections
- Supporting WPML logic for clean bilingual navigation
- Arabic typography improvements using custom font handling
- Performance optimization guidance to maintain speed without compromising design
The result was a website that feels intuitive, professional, and built for long-term scalability.
Portal System Vision: Companies & Job Seekers
A key part of Safwa HR’s digital transformation was preparing the foundation for a dual-audience portal system.
For job seekers, the structure supports:
- Job discovery and application
- CV submission
- Career guidance content
- Clear communication and trust signals
For companies, the platform supports:
- Service requests
- Staffing and outsourcing inquiries
- Industry-specific HR solutions
- Lead-driven conversion flows
This portal-ready approach allows Safwa HR to grow into a full HR ecosystem rather than a static website.
Results & Business Impact
Conclusion
This project reflects my ability to combine content strategy, UX structure, SEO, and technical WordPress execution into one cohesive digital solution. By focusing on clarity, trust, and measurable outcomes, Safwa HR was transformed into a modern, search-optimized, conversion-ready digital brand.
If you’re looking to turn your HR or service-based business into a powerful digital platform that supports growth and credibility, this project represents the exact mindset and process I bring to every collaboration.
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