September 7, 2021

Hi, Trevor! I've put together a game plan for a website that can highlight some fundamental steps in getting a mortgage for the self employed, COVID returns, and "Other Situations"

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Goals & objectives

Cater a digital experience that is more specific to certain search queries, similar to the set up of Las Vegas DPA. I attached a group of search terms that I found digging through SEMrush.

Key Components of the Build

Site Pages

  • Home Page - Eye catching, overview of services, pushes to next step in the funnel.
  • CMS (Content Management System) Pages For Situations & Categories. Self Employed maybe a category where Small Business Owners, Lyft Drivers, Etc. can be individual pages.
  • CMS Pages For For Keywords - Let's say we have separate CMS pages to search quires. We then can send small business owners to that page, retirees to another page, etc. This proved to be effective for Las Vegas DPA, and I think that it would work for this as well.
  • About - A bit about the company. This will help build credibility.
  • Resources (blogs, FAQs, etc.)- We can develop a CMS to easily publish resources and content. I know you said this will have a lot more content. I can work with Daniele and Chris to make sure they can access the backend to upload videos, blogs, etc.
  • Contact - General contact page with CTA (possibly a scheduling system).
  • Scheduling System or Lead collection - Will allow people to schedule a time with you. We can use scheduling and leads as goal conversions to track the effectiveness of our marketing campaigns similar to Las Vegas DPA.

Micro Conversion (A resource or guide/free consult/etc.)

  • Remember the Yes Rule - Remember if people say yes once they are exponentially more likely to say yes again (same applies to no). It is important for the visitor’s first answer to be a yes (which is especially challenging for high-involvement services) Below are some ways you can build micro-conversions without much effort in order for the first answer to be YES!
  • Some examples could be offering free resources, offering the evaluation, or simply providing content that collects sign-ups.

Other Key Components

  • Lead Automation - We will have a viewer submit information and that data will go through to a CRM (customer relationship management) or spreadsheet. I believe we are using Zapier to go from email to salesforce. We can do something similar with this site. I know you hired a SalesForce expert as well, so this should be smooth sailing.
  • SEO Focused - We will build the website after detailed keyword research. We want to see what people are searching for in the industry. I provided some preliminary research free of charge (in the email).
Part II - The Solution
The Solution

We will accomplish our objective by developing situational based CMS pages that capitalize on specific keywords e.g. "Can I buy home after retiring" or "How to get a mortgage self employeed".

Content Management Systems (CMS)

CMS is typically used for enterprise content management and web content management. CMS will be used for a dynamic resource center and specific situation pages that will help personalize our user experience. We want to be able to update this content seamlessly and easily edit after launch. The CMS will allow us to do that. I would design a webpage one time that gets populated dynamically by a database Daniele and Chris would have access to. This is important, because we want to be able to target certain situations as we think of them. The only way to do this in an SEO friendly and cost/time effective way is through a CMS.

For more information on CMS please view the section of this page labeled "Dynamic Content For a Dynamic World"

Tracking For Strong Analytics To Improve ROI

Development Includes the Following Integrations

Google Tag Manager, Analytics, & Social Pixels- Snippets of code to track valuable user data. This snippet of JavaScript collects demographics, performance data for your websites and ads, and other actionable data.

Full Story - Full Story is a tag that enables Google Tag Manager to capture visitors interactions with our website (Video Recording).

Automation For Scalability & Growth

Inquiry - I recommend using a CRM , but we can also build an integration that is compatible with a spreadsheet. More than likely you'll want it to go to Sales Force. Once they are in our CRM we can automate Email & SMS strategy. If I can be of help here, I'm happy to do so. I think we can use a similar communication strategy to Las Vegas DPA.

Investment overview
Custom/Lead Generation
Custom Back-End (CMS)
Tags, Analytics, and Pixel Integrations
Optimize For Search Results
Live Launch
Estimated Completion Date
October 11, 2021
Download Detailed Timeline
time for action
This Proposal Was Created By Brad Korer

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Thank you, Trevor! This would be phase 1. Focusing on creating a clean site that can convert before starting our efforts into marketing. However, I think a Google approach (similar to DPA) would be a good step 2 to keep in mind.