Axton Finance’s Journey to Growth & Higher Conversions with Make My Website
Achieved Top 3 Rankings for Competitive Mortgage Industry Keywords
Website URL:
85% 
Increase in Organic Clicks Year-over-year
126%
Increase in Organic Impressions Year-over-year
150%
Increase in Organic Conversions Year-over-year
Growth From 650 to 1,500+ Keywords Ranking in Search Results
Client Background
Axton Finance, a premier Melbourne-based mortgage brokerage firm with over a decade of experience, was heavily reliant on referrals for new leads.
Despite their strong reputation in the industry, they struggled to establish an effective organic funnel to attract new business opportunities.
Their online visibility was limited, particularly for high-intent, commercial keywords. Furthermore, their existing website was outdated and cumbersome, resulting in poor user experience and low conversion rates. Having been let down by a previous marketing agency that failed to deliver the promised results, Axton Finance turned to Make My Website for a comprehensive solution to scale their digital presence.
Our Solution
Technical SEO Audit and Quick Wins
We conducted an in-depth technical analysis, identifying critical on-page issues hindering performance. Immediate fixes included optimizing page speed, enhancing internal linking, and addressing missing meta tags and schema markup to boost search engine visibility.
Strategic Content Development
We crafted a content strategy targeting highintent blog topics within the mortgage industry, covering home loan tips, refinancing, and investment strategies. This positioned Axton Finance as a trusted resource and industry thought leader.
Location-Based SEO for Wider Reach
To expand visibility beyond Melbourne, we created optimized landing pages for key regions across Australia, featuring localized content and strong calls-to-action (CTAs) to attract and convert users searching for mortgage services.
Extensive Keyword Research and Optimisation
Detailed analysis of the mortgage sector revealed low-competition, high-value keywords aligned with various user intents (informational, navigational, transactional). This targeted approach helped capture a broader audience and boost organic traffic.
High-Quality Backlink Outreach Campaign
We executed a targeted outreach campaign, securing backlinks from reputable, industry-relevant domains. This strategy increased Axton Finance’s domain authority, improved keyword rankings, and drove more qualified traffic.
Results
The tailored digital strategy implemented by Make My Website produced remarkable results for Axton Finance. The campaign delivered an 85% increase in organic clicks and a 126% rise in organic impressions, with a significant boost in search engine visibility. The number of ranking keywords expanded from 650 to over 1,500, achieving top 3 rankings for several highly competitive mortgage-related search terms. Most importantly, Axton Finance saw a 150% increase in organic conversions, translating into a higher volume of quality leads and a substantial return on investment.
Make My Website’s holistic approach to SEO and website optimization helped Axton Finance transition from a heavy reliance on referrals to a robust, scalable organic marketing funnel. By addressing technical issues, creating valuable content, and building strong backlinks, we enhanced their digital presence and positioned them for long-term growth in the highly competitive mortgage industry. This successful collaboration highlights our commitment to delivering measurable, impactful results for our clients.