Search Engine Marketing Resources: The Mortgage Lender Case Study

The Mortgage Lender

How Weboptimiser helped TML Financial Solutions to cut its customer acquisition costs in half whilst increasing new applications by a third.

The client

Founded in 1999, TML Financial Solutions has quickly become one of the UK's fastest growing direct to consumer mortgage specialists, focusing specifically on mortgages for people with mortgage arrears, CCJs and other credit problems.

The challenge

With a comprehensive, integrated marketing strategy, including press and television advertising, radio and direct mail as well as online promotion, TML Financial Solutions was keen to maximise the role of its web site at www.themortgagelender.com in attracting, educating and converting incoming enquiries. While a pay-per-click search engine marketing campaign had proved successful in driving traffic to the site, TML Financial Solutions were keen to further increase the numbers of qualified visitors whilst reducing the cost-per-acquisition at the same time.

The brief

Weboptimiser's brief was two-fold: firstly to implement a new pay-per-click campaign via Overture, eSpotting and Google and secondly, to boost the site's visibility in the 'natural listings' by making it more search engine friendly.

The solution

Beginning with the pay-per-click campaign, Weboptimiser's team of paid-for-positioning specialists carried out research to identify the 300 most appropriate key phrases and used a sophisticated bid management system to ensure the maximum results for the minimum expenditure. At the same time, Weboptimiser's technical and creative teams began putting the site through an intensive two-phase optimisation programme, which included creating new, optimised content, reducing superfluous code, adding search engine friendly features, such as a site map and implementing a link strategy.

The result

Within days of beginning the campaign, TML Financial Solutions was enjoying a discernible improvement in the quality and quantity of search engine visitors and within just two months the cost per acquisition had halved, while the number of mortgage and loan applications had increased by 30%.

For more information about Weboptimiser's search engine marketing services, either email or call Katie on +44 (0) 20 7953 7199.