More House Mortgages
A local mortgage broker needed to compete with online lenders who had better digital presence.
More House Mortgages is an independent mortgage broker serving homebuyers and refinancing clients in Arizona. Independent brokers have advantages over large lenders — better rates, more flexibility, personal service — but they often lose leads online to companies with larger marketing budgets and more polished digital experiences.
First-time homebuyers are doing extensive research online before contacting anyone. A mortgage broker without a strong digital presence is invisible to this audience. The previous site had no rate information, no loan program explanations, and a contact form that felt too committal for someone in the early research stage.
- Build trust with first-time homebuyers who don't understand the mortgage process
- Explain loan programs clearly and accessibly
- Create a low-friction first contact option for early-stage buyers
- Establish local SEO for Phoenix area mortgage searches
- Position More House as a credible alternative to online-only lenders
How we built it.
The information architecture was built around the buyer's research journey. First-time homebuyers have specific questions that, if answered well on the website, create pre-qualified leads — buyers who already understand the process and are ready for a real conversation.
Loan program pages were written in plain language, without acronym dependency or industry jargon. Each page answered the question "is this for me?" clearly enough that readers could self-sort before contacting anyone.
The contact flow offered multiple entry points — full application, quick question, just want to chat — with different commitment levels to capture buyers at different stages of their decision.
What changed.
Inbound lead quality improved — the website's loan program content was pre-educating prospects before their first call, reducing time spent on basics and improving conversation quality. The broker reported that new prospects arrived already knowing which loan type they were interested in.
"Financial services websites are really trust-building exercises more than information repositories. Everything — typography, photography, copy tone, the layout of the contact form — signals "is this a legitimate business I can trust with my largest financial decision." Getting all of those signals right simultaneously is the real challenge."
Ready to build something like this?
Every project on this site started with a 30-minute conversation. Let's have yours.