The Challenge

This mortgage advisory business was already getting a reasonable amount of traffic to its website, but very little of it was converting into actual enquiries. On top of that, indexing and coverage issues in Google Search Console meant some pages weren’t even being tracked properly, making it hard to know what was and wasn’t working.

The core problem wasn’t visibility, it was that visitors had no clear reason or route to get in touch once they landed on the site.

Our Approach

We rewrote and optimised the core service pages around the transactional mortgage keywords people search when they’re ready to act, rather than generic industry terms. Sitewide contact forms went in alongside clearer, better placed calls to action, so there was always an obvious next step on every page.

We also published blog content addressing common mortgage advice questions and buyer-intent queries, to reach people earlier in their research and build trust before they reached the enquiry stage. Behind the scenes, we diagnosed and fixed the indexing and coverage issues holding pages back in Search Console, and set up proper tracking on every conversion event, forms, calls, emails, and booked consultations, so results could actually be measured.

Results & Metrics

• Conversion rate from existing traffic improved significantly, meaning the same visitors were converting far more often
• Enquiries coming through search became more qualified, not just more numerous