Mortgage & finance · Ottawa, ON · 2023
The Wilson Team
A mortgage brokerage site built for trust signals, rate content and application starts.
Scope
- Website design
- Content architecture
- Lead forms
- SEO
- Client
- WilsonTeam.ca
- Sector
- Mortgage & finance
- Year
- 2023
01
The challenge
Finance searches are dominated by national lenders with enormous domain authority.
02
Our approach
We went local and specific: Ottawa-focused content, transparent process pages, and an application funnel that starts with one low-friction question instead of a twelve-field form.
03
The outcome
A credible, fast brokerage site with a measurable application path.
Design decisions
Three choices that made the difference.
One question to start an application
The application funnel opens with a single low-friction question instead of a twelve-field form. Everything else is collected after commitment, which is the only sequence that survives mobile.
Local specificity as the competitive wedge
National lenders own the generic terms. The content leans into Ottawa realities — local market conditions, first-time buyer programs, self-employed applicants — where a local brokerage can genuinely rank.
Process transparency as a trust signal
Each step from pre-approval to funding is documented with timelines, so borrowers know what happens next before they hand over financial details.
What the site was built to be found for
Mortgage broker and rate-related searches in Ottawa, where domain authority favours national institutions and the win comes from local, specific, well-structured content.
Where we would take it next
Building a calculator suite and neighbourhood market pages, the highest-intent content a local brokerage can own.
What we built
- —Rate and product explanation pages
- —Process and documentation guides
- —Progressive multi-step application funnel
- —Broker bios with credentials for trust signals
Responsive build
The same site, engineered for the phone in your customer's hand.
Tap-to-call in the header, a quote action always in reach, and images sized for mobile data. The mobile view is not a shrunken desktop — it is the primary design.
Next step
Want results like The Wilson Team?
Tell us about the business and we will come back with an honest read on scope, timeline and cost.