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Project Detail

Simply Specialist Lending Website Design & Build with Lead Tracking Set-Up

Design and build a fully responsive website for a specialist lender. Produce content and copy that optimises search engine ranking. Include built-in lead tracking in website design and build.

The Project Brief

The client is a fully regulated specialist lender focused on providing property financing solutions for businesses and individuals. The company is an appointed representative of Simply Lending Solutions Ltd and therefore website branding will reflect the branding of this company.

The brief was to produce a commercially focused, responsive website with built in lead tracking in order to optimise Google organic search rankings. Extensive competitor and keyword research was needed to inform the copy. The website also needed clear navigation so that users could understand how number of highly specialised products could fulfil their requirements.

Form and phone call tracking was required to provide lead conversion data that could inform any future marketing or lead generation strategy. While ongoing marketing and lead generation was out of scope, the installation of lead tracking at the build stage would allow the client to easily add on lead generation in the future if they needed to.


A financial services company offering bespoke commercial and property financing services to both companies and individuals. The company is authorised and regulated by the Financial Conduct Authority, and all brokers are CeMAP qualified. Services are offered to customers nationally, most commonly over the phone, although the company also has an office in Hertford town centre for face-to-face consultations.

The Solution

Initial meetings with the client were vital in order to both clearly understand what they were trying to achieve and also to identify the services that were most important to them to promote. This initial consultation process also helped Insite Web understand the USP (Unique Service Proposition) of the client so that this could be successfully communicated on the website.

The next step was comprehensive keyword and competitor research, which was then used to shape the content of the long form copy produced. Copy was designed to optimise search engine performance and was measured using a variety of tools to maximise the chances that the client’s website would outperform those of their main competitors. Throughout the copywriting process the client was also consulted to ensure copy was accurate and complied with the client’s regulatory obligations.

Formstack forms and What Converts tracking were set up as part of the website build. This enables the client to accurately measure lead conversion data. The client could then use this data to improve or refine any future marketing or lead generation. This data could be accessed in a dashboard created for the client and designed to be able to facilitate future growth. Google Analytics and Google Search console tracking was added to the site.

As with all Insite Web projects the website was subjected to thorough testing before going live, including usability and site speed testing.


What Our Client Said

“The Insite Web team were helpful and professional throughout. They carried out extensive research, built a great-looking business website and created SEO-friendly content that really promoted our electrical services

Gareth Hughes – Operations Director


Full website design and development. Relevant copy and content for both users and Google. Built-in lead tracking.