A regional lender won the local pack and converted the clicks
Strong rates buried below national brands in local search. We earned the top-three spots and turned the traffic into applications.
A regional mortgage lender with genuinely competitive rates was losing its own markets to national originators and rate-aggregator sites. Incomplete Google Business Profiles kept its branches out of the local pack, and the traffic it did earn hit a slow, multi-step application that leaked borrowers. Over seven months we won top-three local pack spots across core markets and rebuilt the pages to convert. Organic leads grew 44 percent as landing page conversion rate climbed from 1.6 to 3.4 percent.
Invisible in the map pack, leaky on the page.
A regional mortgage lender with competitive rates was losing local search to national originators and rate-aggregator sites. Their Google Business Profiles were incomplete, they had one thin page trying to rank for every market they served, and the pages that did get traffic sent borrowers to a slow, multi-step form. Good rankings would not have mattered because the pages leaked the visitors they earned.
The problem compounded at both ends of the funnel. Because one generic page tried to cover every market, it ranked well nowhere and never triggered the local pack, so the branches were invisible to borrowers searching their own towns. And the few visitors who did land arrived at a form that asked for too much too early, so they abandoned before a loan officer ever saw them. Winning rankings alone would have poured more traffic into a page that could not hold it.
Own each local market, then convert every click
We ran local visibility and conversion as one project, because ranking a page that leaks is wasted effort. First we made each branch legible to Google with complete profiles, real service areas, and a steady stream of reviews. Then we built a dedicated page for every market and loan type and rebuilt the application around it, so the traffic we earned actually turned into borrowers.
The work, month by month
The same plan, laid out on the calendar it actually ran on.
Audit and profiles
Rebuilt every Google Business Profile with accurate categories and service areas and cleaned up inconsistent citations.
Location pages
Shipped a dedicated page per market and loan product with local rates, testimonials, and schema.
Reviews and rankings
Ran a steady review cadence that pushed branches into the top-three local pack across core markets.
Convert the traffic
Shortened the application, added above-the-fold rate quotes, and A/B tested until conversion more than doubled.
Where CRO stopped the leak
How a cohort of local-pack visitors now moves from a landing page to a submitted application.
Percentages are share of the local-pack visitor cohort. Submitted applications are the leads a loan officer works.
Organic leads grew as rankings and CRO stacked
Monthly organic leads across the seven-month engagement.
Top of the pack and converting the clicks
Seven months in, the lender was first in the markets it serves and the pages finally held the borrowers they earned. Top-three local pack rankings replaced traffic lost to national brands, landing page conversion more than doubled, and organic leads grew 44 percent.
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