How law enforcement, fire, and EMS departments can build mobile-first landing pages that convert clicks into recruits.
Let’s be honest. Recruitment today starts online. Before anyone picks up the phone, stops by the station, or walks into a precinct, they’re scrolling. If your recruitment page looks like it was built in the MySpace era, is full of clutter, or takes five clicks just to find the “Apply” button, you’re not just losing attention; you’re losing future members.
Your landing page is not a brochure to check off a grant requirement. It is your front door. If people show up, jiggle the handle, and can’t get inside, they’re gone. The good news? You can fix it. A few smart design choices can turn your site from a digital dead end into a pipeline for recruits.
Think Mobile First
Most of your potential recruits are not sitting at a desktop computer with dual monitors. They’re scrolling on their phones while waiting for class to start, sitting in their car between shifts, or halfway through a Chipotle burrito. If your recruitment page doesn’t look sharp on a phone, it’s already working against you.
- Break up your text so it’s scannable. Nobody is reading a novel on a four-inch screen.
- Use big, obvious buttons. “Apply Now” should not require a magnifying glass to tap.
- Test it. Pull it up on an iPhone, Android, and tablet. If it makes you squint or scroll for days, it’s time to fix it.
I worked with a department once that discovered their “Apply” button didn’t even show up on certain phones. Imagine losing candidates before they even had the chance to raise their hand.
Fewer Clicks, More Action
Recruitment is like dating apps. Every extra step is another chance for someone to ghost you. If your landing page makes people work too hard, they’ll swipe left on your department.
- Put your main call to action at the very top. If you want them to “Apply Now,” don’t bury it halfway down the page.
- Keep your menu simple. Nobody needs to wade through 14 different tabs just to figure out how to join.
- Don’t start with a novel-length form. Collect the basics, then follow up later.
One fire department we worked with had its recruitment link buried three clicks deep. Once we moved it front and center, applications doubled in a single month.
Make Your CTAs Count
Your calls to action are where you either win or lose people. “Click Here” doesn’t inspire anyone. You need CTAs that tell them exactly what they’re doing and why it matters.
- Instead of “Apply,” try “Start Your Application to Serve Your Community.”
- Instead of “Learn More,” try “See How You Can Make a Difference as a Volunteer Firefighter.”
- Instead of “Contact Us,” try “Talk to a Recruiter Today.”
The right words create momentum. Weak CTAs make people bounce. Strong CTAs guide them forward like a well-marked trailhead.
Use Visuals That Tell a Story
Stock photos scream “corporate.” Your candidates want to see the real people behind the badge, the uniform, or the gear.
- Use photos from training nights, team dinners, community events, or the moment someone graduates from the academy.
- A 30-second video of a crew gearing up conveys more than three paragraphs of text could ever do.
- Show variety. Law enforcement, fire, and EMS all require personnel with diverse skills and backgrounds. Let the images reflect that.
People trust authenticity. If they see members who look like them serving proudly, they’ll start to believe they can do it too.
First Arriving produces professional recruitment videos and visuals that don’t just look good; they tell your story in a way that makes people want to be part of it.
Build Trust Through Transparency
People want to know what they’re signing up for. Be upfront and clear.
- Spell out expectations. If volunteers need to be willing to give 24 hours a month, please specify. If officers attend a specific academy, explain it.
- Highlight the benefits. Tuition reimbursement, certifications, leadership opportunities — don’t assume they know what’s available.
- Share testimonials. A one-line quote from a current member about why they serve is worth more than a slick slogan.
I once reviewed a landing page that had glossy photos and inspiring text, but hid the training commitment at the very bottom in fine print. That’s a quick way to create mistrust. When they moved the details up front, retention actually improved because recruits knew what they were saying yes to.
Test and Improve
A landing page should never be “set it and forget it.” Recruitment is too important for that.
- Check it regularly. Update information, replace old photos, and ensure everything continues to function properly.
- Watch the numbers. If people are visiting but not applying, your page has a conversion problem.
- Get feedback. Ask current members what confused them or what made them click “Apply.”
Think of your landing page like your apparatus. You wouldn’t park an engine for a year without checking the fluids, and you shouldn’t let your recruitment site sit untouched either.
One Page, Many Audiences
Every recruit is motivated by something different. A police recruit might be focused on career advancement. A volunteer EMT might want to give back and gain skills. A firefighter might be looking for camaraderie and tradition.
Your page should speak to all of them without overwhelming anyone. The secret is to keep the design simple, but layer your messaging. Use a strong headline about service and impact, then break down opportunities by role or pathway so people can quickly find what fits them.
Departments that try to be all things to all people often end up confusing everyone. The goal isn’t to cram everything into one page. It’s to design a page that clearly outlines the next step for each type of candidate.
Common Landing Page Mistakes to Avoid
Let’s add a quick checklist of what not to do, because I’ve seen these too many times:
- Links that go nowhere or forms that don’t submit.
- Outdated photos that show uniforms or apparatus from 15 years ago.
- Application pages that only work on desktops.
- Pop-ups or long slideshows that slow down the load time.
- Overly complicated language that makes the process seem more difficult than it actually is.
If you fix just one of these, you’re already ahead of many departments.
The Bottom Line
Your landing page is not just a digital box to check off. It’s one of the most important recruitment tools you have. A mobile-first design, fewer clicks, stronger calls to action, and authentic visuals can take someone from curious to committed.
Recruitment by design is about making it easy for people who are ready to serve to take that first step without hesitation. If your page isn’t doing that, you’re not just losing leads, you’re losing future officers, firefighters, and EMTs.
First Arriving can help. From building mobile-first websites to creating recruitment videos to running full-scale marketing campaigns, we design strategies that actually work. Your landing page shouldn’t just exist. It should convert.
By Walter Campbell, Recruitment & Retention Strategist
If your landing page isn’t converting visitors into recruits, let’s fix it. First Arriving can help with websites, videos, and marketing that make recruitment easier and more effective. Reach out at Getstarted@FirstArriving.com to start the conversation.
