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A top 10 lender in the highly regulated mortgage industry needed to revamp its digital presence and sales strategy for its products that serve senior populations and retirees. The products emphasize financial planning and the customer’s overall retirement portfolio, therefore the need for ongoing education and content to support a long sales process is critical.
Tasked with auditing the existing web property for this business division, and leading the website initiative with strategy recommendations from my audit. Managed the development, strategy (SEO, content, UX), and implementation of the entire project.
Between the lack of quality content to support the sales team, and the inability to capture and convert traffic, the business was receiving little value from the property as a driver of revenue.
After working closely with the VP of Marketing, the sales team, and compliance, we were able to launch a website that drove leads at an affordable clip, increased online conversion rates, and provided the sales team with a support tool that helped them nurture existing leads and close more deals (sales conversion rates).
Though the primary audience segment was consumers, the website was also able to provide B2B partners, like financial advisors, with a resource hub in order to grow partnerships.
As a result, the client was able to grow its market share nearly 50% YoY.
Other outcomes include a 32% increase in conversions for the organic channel and a 49% increase in organic traffic.