Financial Services SEO & Conversion Copywriting
Why SEO Copywriting Matters for Financial Services
In industries like mortgage lending and refinancing, trust is everything. But SEO visibility is the first step. If your site doesn’t rank, it doesn’t convert.
Optimized copy does more than just support keywords—it educates, builds confidence, and creates a smooth user experience that encourages action. When combined with SEO strategy, strong web copy can reduce friction, improve lead generation, and position your brand as both knowledgeable and accessible.
Client: Rate Simple
Project Type: Website Copy + SEO Optimization
Goal: Boost organic lead generation for mortgage and refinance services
Outcome: Delivered optimized landing pages and service copy that supported user flow and improved keyword rankings
Project Overview
Rate Simple, a platform offering mortgage and refinance solutions, needed web content that could cut through complexity and drive results. In a highly competitive financial services space, clear messaging, keyword strategy, and conversion-focused structure were critical.
My goal was to create SEO-optimized website copy that met industry standards for clarity and compliance while effectively guiding visitors through the customer journey—from discovery to application.
Approach & Process
Working closely with the existing site structure and business objectives, I began by identifying key service pages that needed refinement and optimization. This included auditing competitor content, analyzing relevant financial keywords, and applying on-page SEO best practices to increase visibility in organic search results.
I rewrote landing pages and service sections with a focus on accessible language, logical flow, and strong calls to action—all while maintaining regulatory and compliance-friendly phrasing. The copy was designed to speak to both first-time homebuyers and financially savvy users, balancing education with persuasion.
Results
The updated copy contributed to improved keyword rankings and stronger on-site engagement. Users spent more time on key pages and navigated more fluidly toward Rate Simple’s conversion goals. The refined content helped position Rate Simple as a credible, user-friendly solution in a crowded mortgage marketplace.
