400% Increase In Leads Driven By Compelling, Customer-Focused Content
A tech-savvy mortgage company approached Fire&Spark with stagnated organic search traffic. They knew that their customers were mostly online, and they needed to better tap into this channel to grow their business.
Using a conversion-focused approach, Fire&Spark prioritized developing their target customer, understanding what compels their customers to convert, and building content that aligns with their unique search intent.
Solution
Up until we started working together, our mortgage client had been relying on old-school SEO methodology. This methodology uses an SEO for Rankings approach, which oftentimes leads to traffic without the conversion intent. Our client was seeing the traffic, but not the leads.
In order to start driving high conversion intent traffic to our client’s website, we developed a multi-pronged SEO for Revenue™ approach. This approach ensured that all of the SEO tactics we employed would move the needle and lead to business growth.
Looking through the lens of our SEO for Revenue approach, we prioritized fixing and restructuring the website to gain organic visibility, conversion-focused content development, and conversion rate optimization for existing content.
Another key part of the strategy that led to 4x lead generation was a comprehensive customer analysis. This included interviews with loan officers to understand the criteria for their target customers, online buyer behavior research, and extensive search intent analysis. This customer analysis provided us with the information needed to make informed, revenue-first strategy decisions.
