Increasing booked calls by 185% for Rydan Lending
RyDan is a Toronto asset-based private lender that specializes in Ontario, residential & commercial 1st and 2nd mortgages. We redesigned their WordPress website to better communicate their USP and to increase conversions as they experienced rapid growth.
Helping Rydan connect with brokers and borrowers
After undergoing a rebrand, Rydan was looking to revamp their website to improve overall website conversions and performance, have a more consistent and mature visual design, and allow them to connect with multiple user demographics (brokers and borrowers) to provide its mortgage lending services. We worked with them to redesign their website to better reflect their brand, convert visitors to customers, and enable a more premium user experience ahead of a major marketing campaign.
Platforms
Web (Responsive)
WordPress
Roles
UX/UI Design
WordPress
Brand Identity
Copywriting
WordPress Development
Deliverables
Responsive Web Design
End-to-end Development
Flexible Component Library
The Results
185%
Increase in conversions (qualified leads)
+72.4%
Average time on page
-33.8%
Decrease in bounce rate
Before
After
Unique Problems to Solve
Targeting Multiple Audiences
Rydan’s website needed to speak to both individual borrowers and brokers. For borrowers, we needed to clearly communicate the value of eliminating all the paperwork and effort required to get a traditional mortgage when going with Rydan while also highlighting the pain points of getting denied by a bank. For brokers, we needed to convey messaging around alleviating the hassle of constantly searching for trustworthy lenders in the market who don’t have your best interests at heart while emphasizing the large variety of custom lending solutions Rydan has to offer.
Increasing Their Conversion Rate
Rydan’s original website was dated and hadn’t been updated in several years. They wanted to position and structure their website to generate tons of leads for their business, as they were planning to restart their digital marketing efforts, namely Facebook ads and SEO.
Global Design System
Rydan Private Lending needed a sophisticated website to reflect its premium services. To achieve this, we redesigned the website using a vibrant purple to evoke feelings of trust, creativity, and luxury. We paired this with a complementary teal for call-to-action buttons, encouraging users to take immediate action and boosting conversions. The cohesive branding, combined with the thoughtfully chosen colors, seamlessly integrates with the website’s copy and imagery, presenting Rydan Private Lending as a modern and reliable financial partner.
Research and Discovery
During the research and discovery phase for Rydan Private Lending, we conducted in-depth interviews and consultations with both brokers and borrowers. This allowed us to gain valuable insights into their specific needs, challenges, and expectations. We also analyzed market trends and competitor strategies to identify key opportunities for Rydan in the private lending space. Additionally, we conducted user testing and gathered feedback to ensure that the website design and functionality met the diverse requirements of both audiences. This thorough research and discovery process enabled us to develop a website that effectively caters to the unique needs of brokers and borrowers, positioning Rydan Private Lending as a trusted and efficient lending partner.
Inspiration Gathering
The Rydan team understandably had a difficult time articulating their goals and vision for the new website early on. As part of our detailed discovery and research process, we went through multiple design iterations of various sections including the homepage as shown below. We experimented with different images, color combinations, messaging, etc. We collaborated directly with the team to receive iterative feedback on the fly. This helped everyone align on a cohesive vision that integrated the best elements.
Conversion Focused Copywriting
What makes us unique is that we write all of the copy for our clients, as they play a massive role when it comes to conversions. As shown below, we went through dozens of copy iterations before landing on the final header and sub-header. You can have the best design in the world, but if the copy doesn’t clearly articulate your company’s value proposition, your conversions can easily fall flat.
Inspiration Gathering
As part of our creative process, we went through multiple design iterations of various sections including the hero banner as shown below. We experimented with different images, color combinations, messaging, etc. We collaborated directly with the team to receive iterative feedback on the fly. This helped everyone align on a cohesive vision that integrated the best elements across various designs.
Homepage
The mortgage and loan lending industry can get quite complicated and intricate. We worked closely with Rydan over multiple weeks to completely learn their business model inside and out. We got a solid grasp of all the common industry terminology, such as loan-to-value rates, hard money lending, asset-based loans, differences between residential and commercial mortgages, and more, before even touching a single pixel of design or code. Through multiple strategy sessions, we were also able to understand Rydan’s value proposition and key benefits.
We then conducted the full end-to-end design and development process to create a website that was reflective of Rydan’s unique selling points and translated the complexities of the industry into simple-to-understand copy that users could resonate with.
We helped Rydan with all of the copywriting on their website, utilizing the principles of high-converting websites. The copy was personable, relatable to common users’ pain points (“Denied Again, We Can Help”), and trustworthy—all elements of the Rydan brand image that the leadership team wanted to be displayed.
Brokers Page
While the homepage focused on the borrower demographic, we created a separate broker page experience as Rydan was planning to run ads and marketing campaigns on each demographic separately. This page focused on copy and images that were directly geared towards the pain points and motivations of brokers, namely finding the best deal for their clients, a minimal and painless process to get approved, and getting access to reliable capital and competitive rates. It is important to always understand your users and create experiences that encompass all demographics. Messaging and UX/UI that are not targeted can lead to a drop in conversion rates and all other KPIs.
About RyDan
RyDan has been in the industry for 15+ years, providing the best service to clients whenever they need it and whatever they need. We created an about page that was reflective of their time in business and highlighted its mission, purpose, and what makes them different to connect with prospective users.
Putting Rydan in a position to scale
With an enhanced digital presence, RyDan was now well-equipped to restart its digital marketing efforts and outbound sales process with confidence. Prospective customers responded more positively to outbound messages, and RyDan saw a rapid uptick in customer acquisition, engagement, and overall business growth.
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