The Website Brief:
We were approached by the sales manager of Mortgage Solutions NI about a mult-faceted programme of work they were looking to undertake. The first issue was to update their website with a more modern look, ensure that it was responsive across all devices and also make sure it was full search engine optimised.
The business object is to improve their search visibility, increase visitor traffic and the conversion of visitors into sales leads. These leads are then distributed out to their 70+ advisors located in multiple branch locations covering all of Northern Ireland.
In addition, we have added a number of mortgage calculators to tap into the high search volumes for these tools. We have created two customer testimonial videos along with some additional footage that will be used to compose a broader promotional video for the Mortgage Solutions business. Video marketing has a significant impact on increasing engagement levels and click-through and the testimonial videos are an important part of creating ‘social proof’ or convincers to interested visitors.
The Digital Marketing Brief:
After the new website was created and launched, we started working on the agreed digital marketing strategy. We had carried out extensive keyword and competitor analysis to have a good basis for what keywords and content that needed to be created. We use a combination of two industry leading tools, Ahrefs and SEM Rush, to create an extensive list of relevant keywords that give us average monthly search volumes and the keyword difficulties.
In addition to the on-site Search Engine Optimisation, we have created backlinks and shared content through relevant websites with domain authorities ranging from 20 - 65.
With the mortgage and insurance market being so competitive, our main focus has been on an organic approach, creating a lot of compelling content based on the keyword research. We are circulating this new content by managing their social media platforms, initially Facebook and Google My Business and soon to include Instagram and LinkedIn.
We are continuously monitoring key performance metrics through Google Analytics and Google Tag Manager, to see what visitors are doing on the site and then optimising landing pages to improve the conversion of visitors taking one of two main actions; filling in a contact form or calling the main branch to book in a mortgage consultation.
The Chatbot brief:
One of the main reasons we were selected for this project was our experience in building automated Chatbots that can significantly improve sales, marketing and customer service functions 24x7.
Auto-responder chatbots have been installed and configured to answer the most commonly asked questions 24/7 and guide qualified sales leads through to engaging with the client. The chatbots are reviewed on a regular basis and if any questions which have not been thought of before are discovered, automatic answers are added in to the platform
This is one of the areas of the project we are the most excited about building out for the future!
The Brief Moving Forwards:
Looking ahead, we are building up a database of existing clients for newsletter distribution, more personalised communication and remarketing through email and chatblasts which have on average over 80% open rates.
Additional testimonial videos will be created in order to build up a bank of customer stories that new visitors can relate to, such as moving into their 1st home, shared-ownership scheme or a larger dream home.
In terms of content, we have another 8+ guides planned to add to the 12 that are already live on the site or in progress and we will be working on developing additional calculators and functionality.
The objective here is to turn the Mortgage Solutions website into a fantastic resource full of useful guides and tools for everything related to mortgages and insurance.