Website Relaunch & SEO
Rebuilt and relaunched Premier Lending's corporate website on a custom CMS, then grew organic search into the largest traffic source — with no paid media.
- Role
- Lead — sitemap, front-end design, content, SEO, compliance integration
- Timeframe
- Launched 2023; ongoing
- Stack
- Custom-coded CMS hosted on Rackspace · Google Analytics · Google Search Console
Context
The relaunch had three requirements: a fully rebranded site, integration with lead-capture and internal tooling, and compliance with state and industry regulations. With no paid media budget, organic search had to become the growth channel.
What I did
- Managed the launch end to end: sitemap, front-end design, content development, tool integration, and compliance review.
- Ran keyword research and built it into meta tags, headings, and page content; ran on-page and off-page SEO.
- Worked with developers on technical SEO — indexing, mobile responsiveness, schema markup.
- Built a content strategy around search intent, then monitored Analytics and Search Console and iterated on what moved.
- In 2026, brought the site’s ongoing design work in-house, ending a $3,200/month retainer.
Results
- SERP position improved by 40 places in twelve months.
- Organic search now accounts for 48% of all site traffic.
First two years after launch
| 2023 | 2024 | |
|---|---|---|
| Total visitors | 8.7K | 20K |
| Organic visitors | 3.5K | 7.3K |
| Direct visitors | 5.6K | 8.9K |
| Organic clicks | 2.2K | 12.3K |
| Organic impressions | 82.4K | 617K |
| Organic CTR | 2.71% | 2.0% |
| Average position | 23.4 | 20 |
| Visitors to “Find a Mortgage Advisor” | 1.7K | 4.2K |
| Form submissions | 1.3K | 1K |