Safwa HR: digital transformation

The full story

What Safwa needed

Safwa for Human Resources, formerly Safwa Gulf, provides HR, recruitment and outsourcing services in Saudi Arabia. Before a company hands its staffing to an HR firm, it wants proof that the firm is reliable, follows Saudi labour rules and knows the work. It looks for that proof on the website.

The brief was bigger than a redesign. Safwa wanted to be seen as a modern HR and outsourcing partner. One bilingual site had to serve two audiences: companies that need staff, and people looking for a job.

What I did, in order

1. A structure built on how buyers search

I rebuilt the site map around the way HR managers and job seekers search, read and decide. The new map has these sections:

• Company profile and credentials
• HR and GR services
• Recruitment and headhunting
• HR and staff outsourcing
• Saudi Esnad services
• Visa processing and workforce compliance
• Solutions by industry
• Blog and knowledge articles
• Two action pages: Request a Service and Apply for a Job

2. Copy in English first, then Arabic for Saudi readers

I wrote the core copy in English, then adapted it into Arabic for Saudi readers. It covers the company, the services and one page per industry: hospitality, healthcare, construction, oil and gas, retail and F&B, education and logistics.

Each service page says why Safwa, answers the common questions and ends with one call to action.

3. SEO from the first page, not at the end

I researched the words Saudi companies type when they look for HR and outsourcing services. Every page got its own meta title and description, and the services, industries and blog link to each other.

I planned long articles for decision makers on HR outsourcing in Saudi Arabia, Saudization, HR technology and recruitment, tied to Vision 2030.

4. Technical guidance for the web team

I guided the web team on four points:

• Elementor layouts with tabs, accordions and clear sections
• WPML set up so visitors move cleanly between English and Arabic
• Custom font handling for Arabic text
• Speed guidance, so the design does not slow the site down

5. Ready for two portals

I laid out the structure for one portal per audience. For job seekers it supports job search, applications, CVs and career guidance. For companies it supports service requests and staffing or outsourcing questions.

The portals themselves are a later phase, and the site is ready for them.

Where Safwa stands now

Safwa has a bilingual site that presents it as an HR specialist, not a general outsourcing supplier. It has a search structure built for long-term growth from Google, and a clear path for companies and for job seekers.

I have no traffic or lead figures from this project, so I quote none.

Visit safwahr.com

What to take from it

A service company with two audiences needs two clear paths on one site, each ending in one action. Settle the structure and the search terms before anyone designs a page.

If your clients check your website before they call, send me the link. I will tell you what I would restructure first.