Project Detail

Simply Lending Solutions Website, SEO & PPC

Create a new website from scratch, and drive traffic to it using optimised content and paid online advertising.

Project Detail

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

PPC Click Through Rate

PPC Click Through Rate

A/B testing of advert copy increased CTR from 4-5% to 15%+ – An improvement of 300%

PPC & Site Conversion Rate

PPC & Site Conversion Rate

Bespoke quiz/form development & A/B testing led to a massive increase in conversion – Up by 200%

Google Search Cost Per Click

Google Search Cost Per Click

Keyword, bidding & Quality Score Optimisation reduced the cost per click – Down by 40%

Organic Search Rankings

Organic Search Rankings

The SEO programme is growing Google organic search rankings consistently – Up by 100%

Amount Of Leads Generated

Amount Of Leads Generated

The lead generation for the client was so high they had to reduce the PPC  – Up by 300%

Total Project Overall ROI

Total Project Overall ROI

The entire SEO/PPC campaign return on investment (ROI) increased profitability – Up 40%

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.

Client

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 Solution

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.

 

The Results

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

“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Liam Atkins – Director

Website

Full website development. Optimised and targeted PPC advertising. Relevant copy and content for both users and Google.
Integration with CMS.