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The Challenge

This business is a provider of finance solutions for property development, for small providers who have previously struggled to secure funding from a bank or other development funders. They focus on offering personable customer service and efficient solutions with some of the fastest processing times in the industry.

The Good Marketer was approached by the business for the purpose of adjusting their website, as it needed revamping in order to represent the professional but personable approach that the business had established with numerous clients. While the site itself was functional, there were evident opportunities for the customer journey to be improved with regards to the ease of submitting leads, and navigation of the site. The following case study highlights how we were able to do this without encroaching on the business’s existing reputation within the industry.

The Solution

Effective Design For An Effective Finance Provider

We needed to initially understand the issues that the business had with their existing website, and how best we could bring this up to the quality expected by potential clients. This involved extensive meetings to discuss tone of voice, and their design preferences so that we could seamlessly combine our suggestions to improve UX and their desired branding aesthetic.

It was quickly identified that the main improvement was regarding the lead generation process on the existing site, and how it could be refined. This involved in-depth communication between our web development team and the client themselves, so that we understood clearly how they wanted to qualify their clients.

While this slowed down the building process for the wireframes, it was a crucial step to ensure that the build itself was centralised around CRO. A more succinct lead process would provide a better UX for clients by minimising the barriers to conversion that often come with complex lead/contact forms.

Lead Focused Designs

Ultimately, it was decided that a simpler pop up lead submission process was the best choice, as this allowed customers to quickly enter in their interest, and would offer the business with follow-up opportunities to build strong relationships in the consultation phase. This simple process also enabled more instances of clear CTAs on the landing page, without interrupting the prospective client’s use of the site.

 

CRO Based Development

It was important to the business that their ethos of transparency and efficiency be transmitted in the build and structure of the site itself. This focused our approach to the build into one based on CRO, and a succinct but intuitive structure for prospective clients. 

The existing site did not have separate landing pages for the differing finance solutions provided, which was identified as not only a necessity to make overall navigation of the site easier, but also a key SEO opportunity to boost the brand’s online presence.

User Focused Navigation

We implemented a more detailed top navigation structure, with clear delineation between the types of finance services available. We also identified the need for key pages such as an About Us, Blog and Case Study page, to showcase previous successes and to build trust and authority within prospective clients. Our content team carried out in-depth keyword research based on market insights and competitor analysis, to identify the most accessible and relevant keywords for the homepage and key service pages. By carefully incorporating these keywords into our refreshed content, this meant we could increase the visibility of the site without compromising UX. 

Improving the site in line with best CRO practices, we implemented more CTAs within the landing pages, providing key instances for conversion. Valuable USPs were identified more clearly in added sections on the page, to continue building trust and authority; while keyword optimised content was distributed evenly throughout the page to contribute to our SEO strategy without compromising the CRO structure.

Summary

By incorporating relevant, keyword focused content with a strong tone of voice into the newly conversion rate optimised navigation structure of the site, we were able to create a site that offers valuable information, optimised to boost visibility, without compromising the UX focused build.

Our overall CRO focused build helped establish a clearer customer journey, with the goal of improving the overall engagement with the site and ensuring that when potential clients do navigate to the site, it’s a streamlined and user-friendly experience.

Because we were also able to support this build with SEO efforts, this benefits the overall visibility of the website on the competitive SERPs for this industry, with a focus on relevant, in-market keywords to drive traffic and exposure for the business.

Testimonial

I really can't thank Tom, Tess, Lorena and the rest of the team for everything so far. Since we've started working with The Good Marketer just a few months ago our sales have more than tripled and continue to grow each month. They have surpassed our expectations and really are like an extension of our business, I just wish I had reached out to them sooner! They are always so friendly, understanding and they really know what they're doing when it comes to marketing. In such uncertain times running a business, it's so reassuring having them. Thank you, thank you, thank you for everything and look forward to a long-lasting working relationship!!
Lara CowardThe House Outfit
"We have been delighted with the results that the good marketer have delivered, the ROI has exceeded our expectations very quickly. It is easy to be a little skeptical with digital agencies about the amount of work they are actually doing for you company but The good Marketer has been very transparent and honest about the work they have done. Putting the results they have delivered aside this is what have valued most about this company. I would certainly recommend The good marketer to other companies."
Georgina KnightsEvergreen Direct
"We have been delighted with the results that the good marketer have delivered, the ROI has exceeded our expectations very quickly. It is easy to be a little skeptical with digital agencies about the amount of work they are actually doing for you company but The good Marketer has been very transparent and honest about the work they have done. Putting the results they have delivered aside this is what have valued most about this company. I would certainly recommend The good marketer to other companies."
Georgina KnightsEvergreen Direct
"Tom's passion for giving a holistic approach is a breath of fresh air. His ideas are always relevant, accountable and on brand and I trust him to get on with things. He always executes campaigns with a great eye for detail and you can tell he genuinely loves his job. We've been working together for over 5 months and we have seen a good increase in our ROAS. My Gym Wardrobe is looking forward to growing with The Good Marketer, I would certainly recommend working with them."
Jenny SquiresMy Gym Wardrobe
"Tom and his team have surpassed my expectations, always delivering above and beyond, assisting me at the week-end and creating the most beautiful campaign for my coaching company. Since working with Tom, I have seen a great momentum in terms of the amount of new leads being generated and the gorgeous new clients that are being created because of that. Thank you Tom!"
Nancy FlorenceNancy Florence Coaching
"I came across The Good Marketer, when searching for an agency to take over our Facebook and Instagram paid ads.What initially attracted me to the The Good Marketer was the transparent pricing structure. Our Facebook campaign has only been live for a little while, and our revenue has increased by 35%!! I am looking forward to continuing to work with Tom and his agency."
Richard BridsonCovent Garden Aesthetic Clinic
"An excellent agency, driven by Tom Welbourne. First class account management coupled with creative flair and understanding of importance of results. I wouldn't hesitate to recommend The Good Marketer to any client or colleague."
Kent LawsSignature Works
"The guys at The Good Marketer have been a great help. They managed to pull together a lot of activities that I had been passing to multiple freelancers, improve our page rank, improve our ROI on advertising across Google and FB, and make a number of great recommendations to improve the site for Battersea Spanish. Thanks!"
Ben HopeBattersea Spanish
"I'm a small luxury start-up and Tom has been critical in explaining various approaches and strategies on how my brand can build on the Facebook & Instagram platforms to drive awareness and grow my sales as a result.Tom’s knowledge and know-how has been invaluable in setting up my digital campaigns.You certainly feel you are working with the experts, but the approachable and personal manner makes it even more of a pleasure to work with. I would certainly recommend working with them and looking forward to working together in the future as my business grows."
Olga GuessBoroveic
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Frequently Asked Questions

Just because we’re a digital marketing agency in London, it doesn’t mean we can’t help your business wherever you are in the UK and wherever your audience is in the world. We run campaigns at all levels and completely understand the needs and challenges of running a small business! Our experience across a broad spectrum of digital marketing platforms means we have the experience and the know-how to get the job done.

The Good Marketer was founded in 2017 with a very clear mission and even clearer values. Although we might not have been around in the industry for as long as some of our competitors, we actually think that is a good thing. We’re open to new ideas and have invested in our experienced talent in order to provide the best service for all our clients. To get a better idea about this, read our reviews as they simply speak for themselves!

Our core values make us different. We’re not afraid to embed ourselves into your team, get under the skin of your business, seek out business challenges and provide positive results that make a real impact on your bottom line. We pride ourselves on being your business’s biggest champions because we’re genuinely passionate about working with SMEs.

We set our terms as 3 or 6 months, so we have enough time to deliver the results and execute the bespoke plan we put together for you. However, we have clients who have been with us for a number of years because of our proactive and personable approach. Long term relationships lead to the best successes, as we seek out business challenges and solutions together.

Absolutely! Whether you know exactly where you need to fill in the gaps or you need a full overhaul, we can help.

Here at The Good Marketer, we appreciate that you might not have the resources to invest in all channels immediately. We can create a digital strategy that is bespoke for your brand and in line with KPIs that we agree on together. This document will outline a strategic plan of the work, tests and optimisations we will do each month and will also highlight when we expect to introduce new channels and capitalise on bigger opportunities. Book a call to outline what you’re looking to achieve and find out more!

THE GOOD MARKETER

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Phone: 0203 576 2150

Address: 4 Ravey Street, London, EC2A 4QP

info@thegoodmarketer.co.uk

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