When OSL Finance came to us for help, MortgageKey didn’t exist. OSL were struggling to generate quality leads and were fed up with paying over the odds for average leads from 3rd party channels.
We saw a need for a strong brand identity to penetrate this market which was currently flooded with comparison sites.
We first identified a gap in the marketplace. Then, we began our strategy, considering how to maximise conversion rate through to lead and generate higher leads at a lower cost, quickly.
Through branding, conversion focused design and efficient web development, the new MortgageKey website was launched.
With a depth of history and understanding of the mortgage market place, we knew exactly what to do for OSL Finance’s new brand to succeed.
We wanted to offer users a simple site without the expected long forms or coldness of usual comparison sites.
We created a brand website targeting people looking for an easier solution to their mortgage needs that could be seen as a safe, uncomplicated space. It also delivered the message that the company can reveal and obtain the best deals on the market.
This strategy would maximise conversion rate and minimise cost per lead in all future marketing activities.
We produced clever on-site copy and design to portray a straightforward message and clear call to actions. This helped to build trust and maximise conversion rate to either call-or-enquiry-form completion, while adhering to strict FSA regulations.
While the primary focus would be for Buy To Let Mortgage and Remortgage markets, the site gave clear opportunity to expand into other mortgage and life insurance products.
We built an in-depth PPC campaign across the Google and Bing/Yahoo networks, targeting Buy To Let Mortgages and Remortgages, with quick results in mind. The account structure was granular, the keywords were highly targeted and the ads delivered a message which complemented the website in order to enhance the user journey and maximise conversion rate.
Sitelinks, reviews, call extensions and callout extensions helped to build confidence and improved quality scores, enabling minimal CPCs alongside incredible conversion rates.
We’re building audiences and have launched re-marketing, paid social, demographic and behavioural targeted display campaigns with banners designed by Salience.
Data analysis and optimisations are continuing to improve performance.
The growth for MortgageKey was almost too quick to keep up with due to the amount of leads coming through. Luckily, they stepped up to the challenge and are continually thriving.
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Salience have created a brand which we’re already immensely proud of. The website strategy and and marketing campaign is delivering us more leads, at a lower cost and of a higher quality than we’ve ever achieved before. They clearly understand our audience and the market place. We look forward to growing our business with the help of their excellent team.
Oliver Laver, MD
