Objectives
L&C Mortgages is the largest fee free mortgage broker in the UK with offices in Bath and Newcastle-upon-Tyne. They are the proud winner of the 2024 What Mortgage Award for Best Mortgage Broker (40 advisers and over).
The L&C website had been performing very well, and our CRO and SEO work had already delivered a doubling of Share of Voice (SOV) driving a 26% growth in generic organic traffic. However, it was running on old technology making it challenging to implement changes and update content.
L&C took the strategic decision to re-platform the website to a modern hosted CMS technology to give the marketing team the flexibility and tools they needed.
- Maintain the information architecture, URLs, and content
- Ensure the web developers adhered closely to the Functional SEO specifications agreed
- Help deliver a technically proficient SEO-friendly, accessible, and well converting website
- Provide daily project management status reports
Our Approach
L&C shortlisted candidate CMS platforms and invited Equimedia’s SEO team to evaluate their technical SEO capabilities.
Both platforms were deemed SEO-friendly, and L&C chose Webflow's hosted 'no coding' platform. L&C fostered a collaborative relationship between all parties involved, including in-house marketing and IT teams, web developers MakeBuild, and Equimedia's SEO and project management teams.
This collaboration ensured a rapid pace of work and effective issue identification and resolution.
Our role was to:
- Develop an SEO specification for the new site, covering on-page elements, indexability, and internal linking
- Implement full 1:1 redirects and optimise internal linking to reduce the number of historical link chains
- Configure robots.txt, sitemap, and schema markup
- Ensure optimal page speed
- Conduct an SEO risk analysis before the final go-live decision, detailing each SEO activity to ensure all stakeholders were fully informed
Results
From our post-30-day review, of the 98 generic keywords that we track daily using SEMRush and that were ranking in positions 1 – 20 on Google prior to the migration, the average ranking position of all keywords remained virtually unchanged (marginally dropping from #7.5 to #7.8).
Indexation increased to an almost-perfect score for submitted pages due to improved internal linking of the Insights section, and organic visibility was within 1% point of that prior to the migration.
The overall impact of this was a marginal uplift in UK Organic traffic in the month following the migration.
- Organic average ranking virtually unchanged at #7.8 for top 98 generic search terms
- Indexation increased to an almost-perfect 98%
- 99% organic visibility achieved
Annette Read, Marketing Director at L&C Mortgages said:
“We’re delighted with the results of our migration and the support from the Equimedia team. The requirement to meet or exceed our previous website’s performance has certainly been achieved and we’re looking forward to continuing our SEO and CRO development with equimedia!”
Average of #7.8 ranking of 98 key generic search terms
Indexation of 98%
99% organic visibility achieved
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