CASE STUDY
How Something Inc. Helped a Mortgage Lending Business Drive 143% Impression Growth and 65% Monthly Lead Increase
Impression Growth
+143%
Increase in Impressions in the last 6 Months
Clicks
+38%
Increase in Clicks in the last 6 months
Lead Growth
+65%
Monthly organic lead increase
Content Created
12
Blog articles published
Overview
A leading mortgage lending business providing home financing, refinancing, and closing solutions wanted to strengthen its digital visibility and increase qualified lead flow. Competing in a heavily regulated, high-cost-per-click industry, the company needed a sustainable organic growth strategy that could reduce paid dependency while driving consistent conversions.
Challenge
The mortgage lending industry faces steep competition from national lenders and aggregators dominating top search results. The client’s website had low organic authority, limited long-tail keyword coverage, and poor funnel conversion visibility. Additionally, outdated content failed to align with evolving borrower search intent and new generative AI search behaviors.
Solution
Something Inc. implemented a comprehensive digital strategy to enhance visibility and conversions for a digital mortgage and home financing platform. The work included end-to-end metadata creation, on-page and technical SEO optimizations, and publishing new educational content and optimized landing pages to target refinance and first-time buyer keywords. The team also focused on authority building through backlinks from reputable financial sources and ensured content was structured for both traditional search and generative AI visibility, resulting in stronger keyword coverage, faster indexing, and a steady rise in qualified mortgage leads.
Client achieved:
+143%
Impression Growth
The mortgage lending site experienced a massive rise in search visibility, appearing over four times more frequently in Google Search than before.
+38%
Click Growth
Clicks climbed steadily as new content captured high-intent borrowers researching rates, loan types, and prequalification options.
+65%
Monthly Lead Increase
Clicks climbed steadily as new content captured high-intent borrowers researching rates, loan types, and prequalification options.
*These results are not a guarantee of future performance.