HTG Mortgages came to us initially for a reskin of their existing site. As we got stuck in, it became clear there was an opportunity to do more than just refresh the visuals, so the project grew into a fuller redesign.

Our web designers led the design and UX side, taking a good look at what was already there and thinking about it from a fresh perspective. Rather than just applying a new look, the focus was on stepping back and approaching things a bit more logically, making sure every decision had a reason behind it.

What started as a lighter-touch refresh evolved into a full redesign once it was clear there was more value to be had in rethinking the site properly rather than just updating its appearance.

The process was methodical from the start. Look at what’s there, understand how it’s being used, and make improvements that are grounded in good UX thinking rather than just style. The result is a site that feels more intentional, with decisions that make sense and a structure that works harder for HTG

In tandem with the redesign, the content itself got a full rewrite courtesy of our copywriter. We wanted to make sure it spoke clearly to visitors and did justice to the new site around it. Every page was optimised for SEO and AEO using keywords and best practices from our in-house SEO strategist. This helped us to make sure that HTG was showing up in traditional and answer engine searches.