Web Migration + Growth-Driven Design Initiatives to Streamline Lead Nurturing Efforts for Regional Bank

Location-Specific Landing Pages

To help loan officers strengthen relationships with client prospects, Mole Street built custom listing landing pages for each loan officer. To encourage engagement and conversions, the landing pages contained CTAs that allow users to request a consultation or start an application right away.

These custom landing pages house vital information about each loan officer, including their biography, list of specializations, awards and achievements, NMLS #, and contact information. To enhance online searchability and to create a better user experience, each loan officer’s page details the corresponding branch address and embedded Google Map for local SEO.

Custom Search Functionality

Loan officers at Meridian Bank relied on a templated real estate website and third-party websites like Zillow to be found online — and in many cases, to no avail.

Our team created a centralized database of all officers at all branches, optimized for local SEO. By creating this type of search-engine functionality on the website, web visitors can now locate loan officers in their area simply by inputting their city and filtering to show the nearest location first. Search results are organized by branch name and feature each officer’s custom landing page in the feed underneath.

Pillar Pages

With the search engine deployed and operating during high season, Mole Street built a pillar page strategy for its mortgage service area. Previously, Meridian Bank had relied on an antiquated real estate website template to tell the story of its services. The template lacked vital information to educate client prospects and was challenging to navigate.

Starting at the foundation, Mole Street conducted market research, led stakeholder and user interviews, and completed a competitor analysis to guide strategic efforts.

With the goal of improving Meridian Bank’s ability to be found online through organic search, and also educating new and existing homebuyers with value-add content, our team created a comprehensive pillar page content strategy.

Following strategy approval, we built content outlines for each pillar page to ensure goals were met and keyword targets were optimized based on SEO best practices.

Adhering to Meridian Bank’s brand tone and voice, Mole Street's design team used the approved outlines to guide the development of engaging, conversion-focused SEO pillar pages.