“A straightforward process with minimum fuss – and it didn’t take away from my day-to-day work of providing clients with personalised financial advice”
We recently sat down (again) with one of our long-term clients, Ashley, who has partnered with our team for years, first developing his Moneysprite website and then promoting his stellar financial and mortgage advice service through a range of online marketing strategies. We’re not here today to talk about Moneysprite, but you can read more about our work on his Moneysprite website here.
Ashely also owns an offshoot website of Moneysprite called Public Sector Mortgages. As the name suggests, this is a website that specifically targets clients who are public sector workers and seeking a mortgage; and who Ashley believes are underrepresented in the mortgage market. Although there are specific mortgage products that public sector workers could benefit from, Ashley’s team focus on the level of service and understanding of challenges facing public sector worker in the mortgage market, such as pay scales and proving overtime.
In a nutshell, he wants to make things easy for those hard-working people keeping us healthy and safe. He appreciated the feedback from clients, especially when they noticed the culture difference within his team when trying to secure the best outcomes.
The Public Sector Mortgage website journey is certainly an interesting one, highlighting how marketing can even inform the redesign of a website. It also shows why it can be better to prioritise high-quality leads rather than volume of leads. Let’s get into it…
The back story
“It was a presence, but it was a static presence that wasn’t actively being pushed”
Ashley has owned the Public Sector Mortgage website for many years, but as he would probably admit himself, it played second fiddle to his main website, Moneysprite. It provided a presence in a space that presented an opportunity in a crowded mortgage advice and brokering market. Yet, he says “it was a presence, but it was a static presence that wasn’t actively being pushed”.
Ashley decided to try and push Public Sector Mortgages because he believed it was a real business opportunity, but also an opportunity to help people that he feels are underrepresented in the market but the most deserving. After consultation with the team at WEBPRO, we settled on using Google Ads to increase website traction. As part of this process, we designed and created landing pages for the Google Ads. These are a special type of web page that prospective clients will land on after clicking a Public Sector Mortgage Google Ad.
Our team came up with some graphical and almost cartoon-like landing pages, which Ashley really liked. In fact, he liked the design of the landing pages so much that it developed into a website redesign. The website transformed from a more photographic and image-focused website to a softer and more animated version. Through utilising a modern marketing method, Ashley saw the value in extending new trends to the rest of his online presence, and he puts it perfectly when he says:
“There are new kids on the block every day, and you have to be keeping up”
This is exactly correct. A website might be complete once it goes live, but it is a bit like a property and needs continual work and upgrades to get the most from it. Ashley referenced how easy it was to work with our team and stated that website clients have to trust developers in the same way his own clients trust him with their financial well-being. He calls it an “arm’s length service” but a service you can trust because the WEBRPO team really have your best interest in mind. We should say however, we always welcome clients to be as involved as they prefer!
Quality over quantity
When asked about the differences since rebranding the Public Sector Mortgage website and launching Google Ads, Ashley tells us that the quality of leads he is receiving is second to none. They turn up knowing exactly what we provide and are ready to get started. He strongly believes this is down to the branding and clarity provided by the latest rendition of the Public Sector Mortgage website along with a precise Google Ads campaign. Without having access to specific data, he believes the conversion rate of Public Sector Mortgages has exceeded expectations.
So, what’s next for Public Sector Mortgages?
We will continue to work on the SEO side of the website and start to look at translating Ashley’s passion for helping doctors, nurses, firefighters, police workers and other public sector workers onto his website. We believe this may be best achieved with real case studies of his work for past clients. And we’re sure that our fantastic relationship with Ashley will allow us to continue growing his current and any future businesses.
Click here to see our Public Sector Mortgages portfolio.
