Visual identity & digital marketing for an independent mortgage broker

Choice Mortgages are an independent mortgage and insurance broker who have supported the community in Stamford and the surrounding towns and villages of south Lincolnshire for over 20 years. As part of a wider review of their marketing activity, led by marketing consultant Giles Polito, they decided it was time to refresh their visual identity and website.

The business was well known locally, but their existing website — despite containing plenty of high-quality content — was poorly optimised and lacked character. Together we developed a plan for a new identity and website that would improve the user experience, strengthen SEO, better implement their refreshed branding, and increase conversions such as enquiries and email sign-ups.

A refreshed identity. Director Nicola felt it was important to retain something of the previous logo to provide continuity for a well-established brand. I designed a new logo using a vibrant yellow and rich navy blue — a clear nod to the original, but with far more visual impact. The new mark is simple, easy to understand and works across both digital and print.

Design built for flexibility. I began the website design with a series of wireframes, making it easy to see how the content would be arranged before applying the new brand colours, typefaces, photography and icons. Rather than designing every page individually, I created a set of flexible layout blocks that can be assembled in any combination — giving the site variety with a consistent style.

A bespoke WordPress build. I developed a bespoke WordPress theme, using Advanced Custom Fields to bring those flexible layouts to life. Because the previous site also ran on WordPress, I was able to import the existing blog content and further optimise it — improving internal links, page titles and meta descriptions across the site. I also integrated Brevo to handle email automations and ensure reliable delivery of marketing emails, and built user-friendly enquiry forms to make getting in touch as easy as possible.

The finished site is fast, performs well on devices of all sizes, and scores highly in Google PageSpeed Insights. Video and photography — produced in collaboration with Harry Howells — bring the business to life and showcase the local area, while client reviews and lender logos build trust and encourage enquiries.

The results speak for themselves. Before the project, the company had never received a single enquiry through their website. Within a few weeks of launch that had completely turned around, and the site now produces a steady stream of enquiries alongside growing organic search traffic.

I continue to work with Choice Mortgages, providing ongoing SEO and social media support including graphic design, video production and post scheduling — a great example of the long-term partnerships I aim to build with every client.