Simply Lending Solutions Website, SEO & PPC
Create a new website from scratch, and drive traffic to it using optimised content and paid online advertising.
Campaign Improvements & Highlights
The Project Brief
The client (a sister company of another of our clients, Simply Adverse) needed a completely new website, and to ensure that in the crowded online mortgage sector they got visibility and crucially, customers.
That would need to be done by careful analysis of the sector and working with the senior team to review which areas there were specific customer requirements that could be targeted. The business is a national one, so the factors to consider are mortgage types, customer searches and demographics of potential customers rather than geographic location.
The website would have to abide by the legal FCA standards that apply to the financial services industry, and to emphasise the trustworthiness and stability of the company.
Simply Lending Solutions offers their customers impartial mortgage advice from a team of fully qualified mortgage brokers. They are whole-of-market brokers who are not tied to just one lender, sourcing deals and products from multiple lenders including specialist and niche mortgage providers.
The first step of the project was to understand the market in which the client works.
The mortgage market is a crowded one, and Simply Lending Solutions wanted to concentrate on the parts of the market that they could service well and add value to. So Insite Web first analysed data showing the online searches made for specific mortgage services in a very granular way to understand types of customer, types of mortgage and the competitiveness of the market.
This allowed the identification of specific groups of people who might find it less straightforward to get a mortgage solely because of their professions, the type of property they were looking to buy or their residency status. This fitted well with the mortgage brokers specialist knowledge via their sister business and their access to the whole mortgage market.
The website was designed so that the content would be extremely relevant for customers falling within these groups – with targeted services, plus offering useful advice and support.
Rather than using standard forms, we wanted to ensure we drove a very high conversion rate. We developed and A/B tested a series of quizzes tailored to each group where customers can complete a short series of questions to help them determine how likely they are to get a mortgage, what type of borrower they are and calculators that allow them to see how much they might be able to borrow. This lead to triple the conversion rate seen on normal form based sites.
We combined the website build and testing with improvements to data capture, end to end user tracking, plus marketing and contact management automation to improve the clients workflow and reduce their costs.
The website is up and running successfully. Insite Web continue to create copy and content, while constantly monitoring and improving performance by A/B testing pages to ensure the site is as cost-efficient as possible.
Verified, independent customer reviews have been integrated into the site, giving visitors to the site reassurance that the company is reliable and effective – we have found that this is an excellent way of increasing the number and quality of customer contacts.
PPC advertising (constantly monitored and adjusted to maximise ROI) has proved very effective, while the SEO also drive significant traffic to the site.
We continue to improve, maintain and develop the site for Simply Lending Solutions. The success level has been so high that the client is currently relying on SEO and leads generated from their sister company, without needing to use PPC.
What Our Client Said
“We approached Insite Web to design and build a new website for Simply Lending Solutions, and then deliver a monthly marketing programme focussed on lead generation. We were impressed with the extent to which Insite Web worked with us in order to completely understand our business goals and developed onsite marketing tools that supported these goals.
They drove lead generation through both SEO and PPC, and at the same time improved our workflow though the introduction of lead contact management automation. Both PPC and SEO proved very effective in driving traffic to the site and significantly increased both the number and quality of the leads.“
Liam Atkins – Director
Full website development. Optimised and targeted PPC advertising. Relevant copy and content for both users and Google.
Integration with CMS.