Most company careers pages are built once and never touched again. Meanwhile, the companies that consistently attract strong applicants tend to treat their careers page the way marketing teams treat any other conversion funnel — because that's exactly what it is.
A generic list of job titles with no context about your team, culture, or what makes a role interesting does little to convert someone who was just mildly curious into someone who actually applies. Specific, campaign-style pages for high-priority roles consistently outperform a generic careers listing.
A short video from your actual team explaining what a role and a typical day looks like consistently outperforms a paragraph of bullet points, because it answers the question candidates actually care about: what would it be like to work here.
Every additional field in your application form measurably reduces completion rates. Ask for only what you genuinely need to make a first screening decision, and save the deeper questions for the interview itself.
Revisit your careers page and campaign landing pages every quarter, the same way a marketing team revisits any other page that's meant to convert. What worked a year ago may not be working now.