How we increased loan applications by 52%
Lendology knew their old website wasn’t attracting new customers and hindered their business growth. They contacted us to help turn that around.
1.Challenge
An inaccessible website and lack of digital marketing strategy wasn’t helping Lendology grow.
Lendology believe every homeowner should be able to live somewhere they feel safe, warm, and secure – and, for many, access to affordable lending is key to making that happen. The Lendology team knew their services and expertise were among the best, but they had neither the website that conveyed this, or the digital marketing strategy to tell their key audience about them. They needed our help.
Lendology’s pain points
- Key information on their old website was difficult to find.
- The old website made applying for a loan with Lendology harder than it needed to be.
- Lendology didn’t rank for many essential keywords that their competitors did.
- There was no digital marketing in place to drive more traffic to the website.
2.Approach
By mapping user behaviour, we developed a website that would help Lendology’s audience get the loan they need.
When designing the new website, user behaviour recordings and heat maps gave us vital insight into how the old website was being used. This told us which services and elements were most important to visitors, and should therefore be front and centre on the new website.
Understanding both what users wanted and the business growth ambitions of Lendology helped us map the page structure of the new website, and craft a bespoke digital marketing strategy that would drive traffic towards the website once it was live.
Website research
- User interviews & surveys
- Analysis of real user journeys through the website
- Industry and competitor research
- Website page structure and navigation analysis
SEO research
- Technical SEO audit
- Keyword research
- Keyword gap analysis
- Competitor analysis
3.Results
A huge increase in ranking keywords leads to more website visitors and increased business for Lendology.
We developed a new website designed to make life easy for Lendology’s key audience. Accessible, user-friendly application forms make it quick and easy for customers to apply for a loan. A clear four step process, supported by the promise of a reply within one working day, helped increase online loan applications within days of the new website going live.
Website launched, our focus turned to retained digital marketing. Lendology wanted to drive more traffic to the website and increase loan applications. We implemented a strategy that harnessed the joint power of SEO and Google Ads to increase website visitors, generate more loan applications, and deliver a measurable ROI.
Within a few months, loan applications increased by 52%, while ‘Request A Call Back’ submissions increased by 250%. Using a consistent tone of voice across all channels, the marketing strategy also helped raise Lendology’s profile and strengthen their brand.
Overall results
- +52% loan applications
- +215% ranking keywords
- +425% PPC conversions
- -82% PPC cost per conversion
I need a loan
Lendology could give you one, but their old website didn’t make it clear what for. We designed the website to remove this frustration. From the off users would now know what they could get a loan for and where to go next on the website to find more information.
Credible without arrogance
Lendology make a huge difference to people’s lives, but as a social enterprise they weren’t arrogant. Through careful but impactful messaging we were able to showcase Lendology in a different light bringing their impact and credibility forward in a clear and subtle way.
Highlight the partners
To do what they do, Lendology work in partnership with local councils. It was important to showcase the councils involved for many reasons; to highlight the areas they serve, the add credibility to their offering, for transparency, and to attract more like-minded partners. Each council now has their own dedicated page.
Simple loan applications
The main purpose of the website; to make applying for a loan as painless and simple as possible. By giving the users all of the information they needed, with clear CTAs, and a simple and intuitive application form we were able to enhance the overall user experience and increase loan applications by 52%.
Transparency is key
Transparency is very important to Lendology, so we designed a bespoke loan calculator that would allow thier users to see how much they would have to pay back based on what they wanted to borrow. There would be no hidden surprises for the applicants as all the info they need is right here.
Applications for all
Because Lendology are a unique alternative to your typical lender, not everyone would apply in the same way. Their old website didn’t account for this which resulted in a lot of phone calls and frustration. We designed the website to accommodate all applicants.
Transparency is key
Transparency is very important to Lendology, so we designed a bespoke loan calculator that would allow thier users to see how much they would have to pay back based on what they wanted to borrow. There would be no hidden surprises for the applicants as all the info they need is right here.
Applications for all
Because Lendology are a unique alternative to your typical lender, not everyone would apply in the same way. Their old website didn’t account for this which resulted in a lot of phone calls and frustration. We designed the website to accommodate all applicants.