When Approved Mortgage Solutions (AMS) first approached us, they hadn’t updated their website in over ten years. The online offering was still running Flash and not mobile-friendly.

As independent mortgage advisers, AMS is regulated by the Financial Conduct Authority (FCA). Consequently, the team had been hesitant to risk their compliance status with a website and content overhaul.

Along with compliance, AMS was concerned about branding and photography. The Sunderland-based company were keen to avoid the generic US-style cheesy stock photos that were prevalent across the industry, in favour of images that depicted a wide variety of British homes.

With a clear vision in mind of how to portray the AMS brand, we set about developing a content plan that covered all areas of the business: mortgage, protection and insurance advice. Meanwhile, we created several mock-up designs to fit their tastes and budget. Previously, the content on the website was not answering visitors’ most prevalent questions, nor was it optimised to turn these visitors into enquiries.

Project Planning & Wireframe

Due to the sheer amount of content required on the new AMS website, it was important to properly plan each page and how it would fit within the wireframe. Through a series of consultations, we formed the foundation for the main service offering.

Next, we took this information and combined it with keyword and competitor research. This allowed us to ensure content is optimised for organic search while covering all areas of the brand’s key offering and highlighting the team’s highly developed expertise.

From first-time buyer tips to considerations for remortgaging and Buy-to-Let insurance requirements, we crafted unique sections of detailed content around medium volume, low competitivity keywords.

As content-led web designers, we ensured all content was written and approved before implementation and design began – there’s no Lorem Ipsum here!