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Increase in organic traffic
An increase of goal conversions
Increase in direct traffic

The Challenge

Mortgages for Business specialises in buy to let and commercial mortgages.

Sector: Financial
Target Audience: B2C & B2B
Services .Net Development, Web Design, Web Development, Umbraco
Technologies: Umbraco
Location: United Kingdom

For over 25 years they have been hard at work, earning their nationwide reputation for making property investment a reality.

They approached us to design a more streamlined site structure to help users navigate the site more easily.

A new design was needed to modernise their website and marketing strategy collaterals, including various tools and calculators accessible online.

The Solution

The previous redesign of the Mortgages for Business website was implemented in late 2014, built on the Umbraco platform (an open source CMS).

Phase 1
For the first phase, the first point of entry for most users was targeted – the Home Page.

The Mortgages for Business website has an immense amount of content, and growing at a rapid rate. Over the years this led to a build-up of links / navigation options on the home page, which was in need of simplification – from top to bottom.

Project Scope of Works

The new home page was designed as a landing page, with new site users being greeted with a simple introduction and a search function (with a clear call-to-action) – allowing you to quickly find exactly what you are looking for.

The menu was completely redone, simplifying the navigation to the site’s subpages – because users should be able to navigate to / find content without issue.

The rest of the page content was also trimmed down to just the most important information, creating a clutter-free experience.

A by-product of the redesign is that with this overall simplification, the home page’s Google pagespeed score significantly increased (which should contribute to small gains in the site’s Google rankings).

Phase 2
This phase, affecting the site’s subpages, was based on a review of the entire site structure, compared with traffic and analytics. The Home Page redesign was used as the base for the look and feel of the site, ensuring consistency throughout the site.

Resources / Planning

  • Graphic Web Designers
  • .Net Developers
  • UX Specialist
  • SEO Specialists
  • Front-End Programmers
  • Back-End Programmers
  • Project Managers
  • Quality Assurance Testers
Mortgages for Business

The Result

The result is a streamlined usability, channeling users to the relevant information and tools, therefore enticing them to take actions. This project would have not been the success that it is without the collaborative approach undertaken, as we had the privilege of working very closely with Mortgages for Business’s technical director and their marketing team, creating a slick UX, professional design and highly performing .net development.

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