Mortgage Broker SEO & Web Design - 2025 Proven Case Study

At WavePoint Media, we specialize in creating customized strategies for Mortgage Broker SEO and Web Design that bring actual results. One of our most notable successes has been with a mortgage professional in Olds, Alberta, who was looking to expand their expertise to other areas of Alberta and receive a complete brand refresh. In this case study, we will go over our web design process, SEO strategy, and their spectacular results

A 1,715% increase in impressions: Within just 6 months, our client went from 29 daily impressions to nearly 500. A direct result of our tailored SEO strategy for an expert mortgage broker in Alberta.

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1. Strategic Keyword Research & Execution for Mortgage SEO Success

At WavePoint Media, we believe that great SEO begins with great research. For Amanda Crowe, a mortgage planner expanding her reach across Alberta, we executed a detailed keyword strategy that became the backbone of her organic growth. Our approach was grounded in Google’s EEAT principles - showcasing topical expertise, reinforcing trust with transparent targeting, and aligning each effort with Amanda’s authority in the mortgage industry.

1. Search Volume with Local Relevance

We don’t chase vanity metrics; we pursue real opportunity. Our process began by identifying high-volume search terms specific to the Alberta mortgage market - particularly around Calgary, where Amanda aimed to expand her visibility. As shown in the keyword snapshot above, we targeted terms like:

• “mortgage rates Calgary” (2.4K monthly searches)
• “mortgage interest rates Calgary” (1.3K)
• “first time home buyer Alberta” (720)

By focusing on phrases with tangible demand, we ensured every piece of content and metadata spoke to a real user with real intent.

2. Aligning With Search Intent

Search intent was our next lens. We sorted keywords into informational, commercial, and transactional buckets to guide content creation. For instance:

• Informational: “first time home buyer Alberta” supports blog-style content offering guidance, while gently introducing Amanda’s services.
• Transactional/Local: “mortgage rates in Calgary Alberta” signals a user ready to compare or consult.

This alignment created a frictionless path from search to conversion - serving users exactly what they needed at the right moment.

3. Competition vs. Conversion Potential

Using SEMrush as an example, we can visually display keyword difficulty (KD) and cost-per-click (CPC) to measure competition and value. Many of Amanda’s top-ranking keywords fell into the 23-28 KD range - low enough for strong early wins, yet valuable enough to drive leads. We used this intel to balance immediate visibility with long-term SEO equity

4. Creating a Keyword-Supportive Site Structure

Each targeted keyword was strategically assigned to a page with clear topical focus. For example, the Calgary Service Area page ranks for nearly all of Amanda’s high-volume, mortgage-related keywords in that region - thanks to optimized H1s, internal links, alt text, and supporting metadata.

This approach helped Amanda own local search real estate without keyword stuffing or over-optimization - demonstrating our understanding of both algorithmic compliance and user-first best practices.

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2. Dominating Local Search: Our Local SEO Strategy

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A key component of our SEO strategy for Amanda Crowe was dominating local search visibility through Google Business Profile (GBP) optimization and location-specific content. Local SEO is critical for mortgage professionals, as potential clients typically search for services near their city or region. Our goal was to ensure Amanda’s brand appeared consistently in the local pack, map listings, and organic results for relevant Alberta-based mortgage queries.

We began by optimizing Amanda’s GBP listings for both Olds and Carstairs. This included accurate NAP (Name, Address, Phone) information, a compelling business description rich in local keywords, and a consistent posting schedule featuring updates, offers, and FAQs tailored to her services. We also encouraged and tracked client reviews and responses to boost credibility and engagement signals - both of which influence local pack rankings.

In tandem with GBP optimization, we developed a series of region-specific service area pages targeting Calgary, Central Alberta, and other high-priority locations. These pages were written with localized keywords and structured data to enhance visibility in geographically targeted searches, such as “mortgage broker in Calgary” or “refinancing in Central Alberta.”

The result: Amanda now ranks at the top of the local pack for several high-volume mortgage-related searches, driving quality leads from nearby clients actively seeking her services. This strategic focus on local SEO not only elevated Amanda’s visibility but also reinforced trust with Google through accurate, consistent, and locally relevant content.

3. Google Business Profile Optimization: Earning Visibility in the Local Pack

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For location-based services like mortgage planning, a well-optimized Google Business Profile (GBP) can be just as impactful as a top organic ranking. Our local SEO work for Amanda focused on building and maintaining high-performance GBP listings that drove real business results.

We optimized Amanda’s GBPs for both Olds and Carstairs, ensuring consistent branding, accurate NAP (Name, Address, Phone) data, and alignment with her website content.

GBP optimization efforts included:

• Fully completed profiles with accurate categories, service areas, and attributes
• Weekly posts ideas and photo updates to signal activity and relevance to local users
• Duplicate service listings across locations, allowing Amanda to rank for high-value terms like “mortgage rates Calgary” or “refinance mortgage Carstairs” in multiple service areas
• Review management, including response tips and follow-up processes to encourage 5-star reviews and maintain public trust

These efforts resulted in Amanda ranking in the top 3 positions in the local pack for mortgage-related queries in Alberta - a key driver of organic traffic and lead generation.

By integrating GBP optimization with Amanda’s on-site content and keyword strategy, we reinforced topical authority, improved local rankings, and increased trust signals in Google's eyes

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4. On-Page SEO: Structuring Every Page for User Intent and Algorithmic Clarity

Our on-page SEO strategy for AmandaCrowe.ca was focused on aligning each page with a specific user intent, supporting Google’s goal of serving the most relevant, trustworthy content for every mortgage-related search in Alberta.

We created a comprehensive structure of location and service pages, ensuring each one was designed to answer a specific query and support Amanda’s visibility across different regions and mortgage types.

Highlights of our on-page SEO approach:

• Keyword-optimized headings and metadata: Each page included a unique, targeted title tag, H1 tag, and meta description that reflected real-world search phrases like “first-time home buyer Alberta” and “mortgage broker in Olds.”

• Structured content aligned with search behaviour: Service pages followed a proven format: overview, benefits, eligibility, FAQ, and internal links - designed to meet user needs while supporting semantic SEO.

• Page speed and technical readiness: We implemented Core Web Vitals improvements, including minified scripts, efficient image formats, and fast hosting, which helped boost crawlability and reduce bounce rates.

• Embedded schema markup: We added FAQ schema and local business schema to help Google better understand page context and surface rich results in SERPs.

This structured, user-first approach allowed Amanda’s site to quickly gain keyword traction for competitive local terms - often outperforming national mortgage companies in targeted regions

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5. Web Design & Development for Mortgage Professionals: Optimized for Trust, Speed, and Conversion

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For Amanda Crowe, a leading mortgage broker in Alberta, her website needed to function as more than just a digital brochure - it had to work as a fully optimized marketing tool capable of generating leads across Calgary, Edmonton, and smaller communities like Olds and Carstairs.

As a financial professional, Amanda operates in a competitive, trust-sensitive industry where online perception directly influences business outcomes. With that in mind, we approached the rebuild of AmandaCrowe.ca with a specific strategy: design a user-focused website that reinforces credibility, supports SEO for high-value mortgage keywords, and drives conversions from local organic search.

Built on Webflow, the site was developed with speed, accessibility, and technical SEO baked in from the start. Every page was carefully structured to support Amanda’s authority as a top-rated mortgage broker in Calgary and across Alberta, while providing users with a seamless experience from first visit to lead submission

Goals:

• Build a trustworthy, professional brand experience for local homebuyers
• Improve search visibility for keywords like mortgage broker Calgary and refinance mortgage Edmonton
• Optimize structure and design for conversion and lead generation
• Implement scalable, SEO-friendly technical foundations
• Strengthen Amanda’s authority in Alberta’s mortgage industry

Key Enhancements and Features:

• Mobile-First, Fully Responsive Design: With mobile searches for mortgage-related services on the rise, we ensured the site performed flawlessly on all devices. Whether someone searched for the best mortgage broker near me in Calgary or viewed a loan program in Edmonton, they experienced the same fast, intuitive design.

• Conversion-Optimized Navigation and Page Layout: The site was structured around user intent. Visitors can easily browse Amanda’s mortgage programs, learn about services like refinancing or new construction mortgages, and find location-specific help - all within one or two clicks.

• SEO-Ready Development for Calgary Web Searchers: We used compressed AVIF image formats, semantic HTML5 structure, and clean CSS for faster load times. Every page was designed with Calgary SEO best practices in mind - balancing performance with crawlability for Google’s algorithms.

• Built-in Technical SEO Foundations: We implemented SSL, schema markup, an HTML sitemap, and performance tracking integrations. These elements help Google properly index the site and enhance visibility for search terms like mortgage broker Edmonton, Alberta mortgage rates, and Calgary refinance options.

• Brand and Trust Building Visuals: Amanda’s credibility is front and center, with custom testimonials, branded imagery, and service descriptions tailored for Alberta’s home financing audience. Her personal messaging was woven throughout to create a welcoming, professional tone that resonates with local borrowers.

‍Performance and Results:

Since launch, the site has shown rapid growth in organic traffic, especially for geo-targeted mortgage terms. Metrics like average time-on-site, mobile engagement, and form submissions have all improved. More importantly, Amanda now ranks for a growing number of mortgage-related keywords in Calgary, Edmonton, and across Alberta.

Combined with our ongoing Calgary web design and SEO services, the website is now an active lead-generation tool that reflects Amanda’s real-world expertise and supports her business expansion across the province.

‍Conclusion: A Blueprint for Mortgage Broker SEO Success in Alberta

Amanda Crowe’s transformation wasn’t just about a new website or better rankings - it was about creating a long-term digital strategy built on trust, authority, and relevance. In an industry where reputation and visibility are everything, Amanda now stands out across Alberta as a leading mortgage professional in both local search results and user experience.

Through a combination of data-driven keyword targeting, technical on-page SEO, strategic Google Business Profile optimization, and performance-first web design, we helped Amanda:

• Increase impressions by over 1,700% in six months
• Achieve top-3 Local Pack rankings for competitive mortgage terms in Calgary, Olds, and Carstairs
• Significantly boost website engagement, conversions, and qualified leads

Every element of this project was aligned with Google’s evolving E-E-A-T standards - demonstrating Amanda’s real-world expertise, building trust through transparent content, and ensuring her online presence matched the professionalism she brings to every client interaction.

At WavePoint Media, we don’t rely on shortcuts or generic templates. We specialize in custom SEO and web design solutions for mortgage brokers in Calgary, Edmonton, and across Alberta, tailored to your service areas, business goals, and audience behaviour. Amanda’s results are proof that when you pair technical precision with authentic storytelling and strategic local targeting, the outcomes speak for themselves.