Project Detail
The Mortgage Geezer Website Design and Build
Create a new website specifically designed to improve lead generation
Campaign Improvements & Highlights
PPC Lead Generation
PPC Leads increased due to late start and need for more leads quickly, the initial lead level is 100% higher than planned
Cost Per Lead
Optimisation and targeting of low cost but conversion intent keywords has delivered a 20% lower than expected cost per lead
Lead Generation & ROI
Even factoring in increased leads requirement, there is an initial 10% Improvement on planned conversion & ROI
The Project Brief
The client provides specialist mortgage broker services to customers across England. They wanted to create a new website that kept the recognisable voice of the brand, that was captured on the existing site, but was much more focused on helping customer and capturing leads.
Alongside the new website the client also wanted to leverage customer reviews to increase business. They was also a need to optimise the client’s Google Business Profile.
The website would target leads through both organic local search, via SEO, but mainly through targeted PPC ad campaigns. All leads would be pushed to the client’s existing emails and telephone numbers.
Client
The Mortgage Geezer is an independent mortgage broker offering specialist mortgage services online and over the phone. As a specialist broker, the company focuses on harder to find products such as buy to let mortgages and bad credit mortgages. The Mortgage Geezer has a strong presence and following on TikTok centred around advice videos featuring CEO Darryl Dhoffer. This has given the brand a distinct voice within the brokerage field.
The Solution
A new website was designed and built, including a revamp and redesign of what was already there, but adding new targeted areas that the client wanted to focus on, plus changing the existing domain. It was key that this redesign still captured the idiosyncratic voice of the brand, as it is a major USP.
Extensive keyword research was undertaken to ensure that the copy for the newly designed website pages performed well in organic searches for the services the client wanted to target. It was agreed that the most profitable approach would be to target low cost, high converting keywords in the specialist and adverse mortgage spaces.
Brand feedback and customer reviews were incorporated into the project to build trust and further encourage lead generation.
Central to the new site was a high converting lead funnel. This took the form of a tool that prospective customers could use to obtain an indication of the likelihood that they would be able to secure a specialist/adverse mortgage deal.
Ads were tested to ensure only the highest performing were used. All leads were tracked, with the data captured informing future campaigns by identifying the most effective approaches.
The Results
PPC launch exceeded expectations, both in terms of leads generated for initial budget, but also conversion rate & quality.
The following improvements were seen by the client:
- 100% Increase PPC Leads
- 150% of planned total leads generated
- 20% under expected PPC cost per lead
- 10% Improvement on planned conversion & ROI
Services
Website
Website design and development. Brand development. Google Ads campaigns management, optimisation and monitoring. Copy and content for both humans and Google. Lead generation, tracking and optimisation.