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Rebuild

164% more organic click-through in year one.

Essex Lease Financial · Alberta

Equipment finance is a considered purchase, where the site has to do real explaining before anyone picks up the phone. The rebuild gave that explaining somewhere to happen, and connected what people did on the site to what happened after it.

Rebuild

CRM

Equipment finance

Visit elfc.ca
The Essex Lease Financial homepage after the rebuild, opening with the equipment finance offer.

The engagement

  • ClientEssex Lease Financial Corporation
  • IndustryBusiness and financial services
  • What we didStrategy, UX mapping, design, development, content, SEO
  • LaunchedSeptember 2024

The challenge

Essex Lease sets out to serve businesses that conventional banks underserve — which is a proposition that needs explaining before anyone acts on it.

The previous site couldn’t do that explaining. It lacked the structure to carry the argument, the visibility to be found by the markets they wanted to reach, and any connection between an enquiry arriving and what the team did with it next.

What we did

  • Structure before styling. User journeys and UX mapping first, so the site was organised around how a borrower actually decides.
  • Content that does the explaining. Written for a considered purchase, not a brochure.
  • Found in the markets that were being missed. SEO aimed at underserved regions across Canada rather than the home market alone.
  • Joined up to the follow-up. CRM integration so an enquiry becomes a tracked conversation instead of an email.
  • Measured from day one. Analytics in place at launch, which is why there is a year-one figure to quote at all.

The result

+164%

Organic click-through lift in year one

Organic click-through: Google Search Console

One figure, because it is the one we can source. Engagement rate and session length both moved in the right direction over the same period, but those are our readings of our own analytics rather than a third party’s, so they sit here as context rather than as the headline.

Is this your situation?

A considered purchase, a site that isn’t doing the explaining, and no line of sight from enquiry to outcome — that is the shape of this one.

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