As a London based mortgage brokerage, Gavin Tank serves clients come from diverse backgrounds and have a variety of different financial needs. Gavin has extensive experience helping the busy entrepreneurs, investors, and professionals that simply don’t have time to arrange their own mortgages. Gavin wanted a website to appeal only to the top end of the mortgage market dealing with the most exclusive clients such as bankers and hedge fund managers and foreign investors relocating to London. It was essential that the website branding need to have a premium feel. They also wanted to use a content management system so that they could easily update their website in the future.
Extensive keyword research was carried out to discover premium keyword phrases that would be used in the content to target the required affluent target audience. At the same time, extensive conversion optimisation research was carried out to ensure that when visitors arrived on the website as many as possible would convert in to leads and newsletter signups. Usability testing was used to ensure that the design of the website would lead to the highest possible conversion rates with potential clients filling out the lead generation form. Clear call to actions were used throughout the website to maximise the number of conversions.
Gavin Tank’s website has launched successfully in a very competitive mortgage market place. By finding a niche to exploit focusing on cash rich, time poor city bankers, hedge fund managers and foreign investors Gavin Tank’s website communicates trust and experience that his target audience relies upon.
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