Financial Services Website and Digital Marketing Case Study
Home Affordability Solutions (HAS)
Home Affordability Solutions is a reputable provider of shared equity solutions for home loans based in Australia. They have a strong commitment to assisting individuals who aspire to enter the property market or refinance their homes but face the challenge of saving for a deposit. Their primary clientele includes first-time homeowners and single parents who may not have a deep understanding of complex financial concepts.
The mission of Home Affordability Solutions is to empower hardworking individuals who meet their financial obligations to achieve homeownership. They firmly believe that everyone deserves the opportunity to own their own home, especially when traditional mortgage providers may be less accessible to them.
As industry experts and market leaders, Home Affordability Solutions has a proven track record of helping numerous families, professionals, and individuals overcome financial obstacles and realise the dream of home ownership. Their dedication to simplifying complex financial processes and creating engaging experiences for their clients sets them apart in the industry.
THE CHALLENGES
Simplifying Complex Financial Concepts
Home Affordability Solutions recognised that their target audience, comprising first-time homeowners and single parents, often had limited financial literacy. This challenge required the translation of intricate financial concepts into easily digestible information.
Transforming the Finance Experience
The company sought to break away from the conventional, somewhat monotonous image of the financial industry by offering a more engaging and user-friendly digital experience.
Building Trust
Establishing trust is paramount in the financial sector. Home Affordability Solutions aimed to build a solid foundation of trust with its clients.
THE GOALS
Search Engine Optimised Website
One of the main objectives was to create a website optimised for search engines, ensuring that it would be easily discoverable by potential clients.
Build trust
The content was written, and the infographics were designed to offer transparency, and the user experience was tailored to facilitate access to essential and legal information.
Clear and Simplified Content
The content on the website had to convey complex financial concepts in a straightforward and comprehensible manner, even for those without a strong financial background.
Matching Marketing Collaterals
All marketing materials needed to align with the website's branding and messaging, creating a consistent and trustworthy image.
Interactive Eligibility Test
A video interactive eligibility test was to be integrated into the website, simplifying the process for potential clients. Video interactivity increased engagement.
User-Friendly Interface
The website needed to offer a seamless and intuitive user experience, catering to individuals with varying levels of digital proficiency.
THE SOLUTION
Tailored Branding and Interactive Web Design
Branding and Marketing Strategy
Sydney Digital Agency conducted thorough market research to develop a robust foundation for branding, marketing, and content creation. This collaborative effort involved copywriters, marketers, web designers, and videographers.
Web Design and Development
A custom website was designed and developed to meet the unique needs of Home Affordability Solutions.
Graphic Design
Distinctive graphic design elements were incorporated to enhance the brand’s appeal and engagement.
Search Engine Optimisation (SEO)
Comprehensive SEO strategies were implemented to improve the website’s visibility in search engine results.
Copywriting
Sydney Digital Agency partnered with a copy agency to ensure that the website’s content was clear, concise, and capable of simplifying complex financial concepts for easy comprehension.
THE RESULTS
A Distinctive, Engaging and SEO website
The collaboration between Home Affordability Solutions and Sydney Digital Agency yielded a custom website with the following features:
Search Engine Optimisation (SEO)
The website was optimised for search engines, enhancing its discoverability.
User-Friendly Navigation
The website offers intuitive navigation, providing an overall positive user experience.
Mobile Optimisation
It was designed to be fully responsive, ensuring seamless access on mobile and tablet devices.
Distinctive and Tailored Branding
The branding, with its unique cartoon illustration designs, effectively resonated with the target audience, particularly single parents and young first-time homeowners. The branding distinguished Home Affordability Solutions from their often-monotonous competition, setting them apart in the market.
Simplified Content:
Complex financial concepts were presented in an easily understandable manner, with visual tools such as infographics, making it accessible to a wide audience.
Interactive Eligibility Test
The website featured an interactive eligibility test, streamlining the assessment process for potential clients.
Case Study Link: https://sydneydigitalagency.com.au/financial-services-marketing-and-web-design-case-study/
