Overview
Homesite Mortgage is a consumer direct, regional lender offering a wide range of financing solutions.
They’re small enough to keep rates low and customer service high, helping them stand out from national competition. In 2014 Homesite Mortgage celebrated its tenth year providing home loan solutions for every type of consumer need.
Client
Homesite Mortgage
Project
Real estate website design, development & digital marketing
What We Did
- Website design and development
- Internet marketing and content strategy
- Ad campaign strategy and optimization
- Onsite conversion optimization
- Blog strategy and authoring
The Problem
Homesite came to Web Ascender with an outdated website design that wasn’t generating any leads. Their web presence was hard for users to navigate, preventing them from using it to grow their business.
Along with an outdated web design, Homesite previously had no online marketing strategy. They were buying leads instead of using online tools to generate website traffic and convert visitors into leads from their website.
The Solutions
Web Design
Web Ascender worked with Homesite mortgage to craft a web design that was cohesive, easy to navigate, and representative of their brand. In order to make the website more engaging for visitors, we incorporated prominent calls to action on the homepage, along with an informational video and quick links to blog posts. The site is mobile friendly (responsive) and incorporates key design features that were lacking in the previous web design.
AdWords Campaigns
Previously, Homesite Mortgage was not generating the traffic necessary to support the volume of leads they desired. Using both search and display networks, Web Ascender created text and graphic advertisements that incorporated Homesite Mortgage branding along with the right keywords and calls to action to attract their target audience to the website.
Web Ascender used different campaigns to promote the different services that Homesite offers, resulting in a 1,242% increase in leads over six months.
Lead Generation
Web Ascender implemented inbound marketing strategies to create content offers, blog posts, and targeted landing pages in order to increase organic (non-paid) traffic and improve lead generation on the site. Web Ascender worked with Homesite to create relevant blog posts to attract the right visitors via search engines followed by more enticing calls to action.
In order to access the educational content, users were funneled to an optimized landing page, where they filled out a form. Using custom landing page designs resulted in a more narrowed focus for users, which produced higher conversion rates.
Results
Over the first six months, AdWords campaigns resulted in a 453% increase in click-through rate, a 1,242% increase in form submissions, a 3,245% increase in conversion rate, and a 95% decrease in cost per conversion.
Optimized landing page designs resulted in a 48% decrease in bounce rate, a 579% increase in pages per visit, and resulted in an average of 160 leads per month.
Blog and content strategy resulted in a 32% increase in organic website traffic, 200% increase in traffic to blog posts, and a 144% increase in leads from organic website traffic.
What Homesite Mortgage Is Saying
“We’ve been working with Web Ascender on our SEO for six months now and I’m impressed with how quickly their team has learned about our business model and our customer profile. Our traffic and conversions have risen each month and every indication is that these metrics will continue to improve. I highly recommend Web Ascender for your website design and SEO needs.”
-Darin C., President, Homesite Mortgage, LLC
