Financial Services Website and Digital Marketing Case Study

Sydney Digital Agency
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Home Affordability Solutions is a reputable provider of shared equity solutions for home loans based in Australia.

Client Background

Home Affordability Solutions (HAS) is a reputable provider of shared equity solutions for home loans based in Australia. They have a strong commitment to assisting individuals who aspire to enter the property market or refinance their homes but face the challenge of saving for a deposit. Their primary clientele includes first-time homeowners and single parents who may not have a deep understanding of complex financial concepts.

The mission of HAS is to empower hardworking individuals who meet their financial obligations to achieve homeownership. They firmly believe that everyone deserves the opportunity to own their own home, especially when traditional mortgage providers may be less accessible to them.

As industry experts and market leaders, HAS has a proven track record of helping numerous families, professionals, and individuals overcome financial obstacles and realize the dream of home ownership. Their dedication to simplifying complex financial processes and creating engaging experiences for their clients sets them apart in the industry.

The Challenge

Simplifying Complex Financial Concepts

HAS recognized that their target audience, comprising first-time homeowners and single parents, often had limited financial literacy. This challenge required the translation of intricate financial concepts into easily digestible information.

Transforming the Finance Experience

The company sought to break away from the conventional, somewhat monotonous, image of the financial industry by offering a more engaging and user-friendly digital experience.

Building Trust

Establishing trust is paramount in the financial sector. HAS aimed to build a solid foundation of trust with its clients.

The Goals

Search Engine Optimized Website

One of the main objectives was to create a website optimized for search engines, ensuring that it would be easily discoverable by potential clients.

Build Trust

The content was written, and the infographics were designed to offer transparency, and the user experience was tailored to facilitate access to essential and legal information.

Clear and Simplified Content

The content on the website had to convey complex financial concepts in a straightforward and comprehensible manner, even for those without a strong financial background.

Matching Marketing Collaterals

All marketing materials had to align with the website’s branding and messaging, creating a consistent and trustworthy image.

Interactive Eligibility Test

A video interactive eligibility test was to be integrated into the website, simplifying the process for potential clients. Video interactivity increased engagement.

User-Friendly Interface

The website had to offer a seamless and intuitive user experience, catering to individuals with varying levels of digital proficiency.

The Solution

Branding and Marketing Strategy

Sydney Digital Agency conducted thorough market research to develop a robust foundation for branding, marketing, and content creation. This collaborative effort involved copywriters, marketers, web designers, and videographers.

Web Design and Development

A custom website was designed and developed to meet the unique needs of HAS.

Graphic Design

Distinctive graphic design elements were incorporated to enhance the brand’s appeal and engagement.

Search Engine Optimization (SEO)

Comprehensive SEO strategies were implemented to improve the website’s visibility in search engine results.


Sydney Digital Agency partnered with a copy agency to ensure that the website’s content was clear, concise, and capable of simplifying complex financial concepts for easy comprehension.

The Results

The collaboration between HAS and Sydney Digital Agency yielded a custom website with the following features.

Search Engine Optimization (SEO)

The website was optimized for search engines, enhancing its discoverability.

User-Friendly Navigation

The website offers intuitive navigation, providing an overall positive user experience.

Mobile Optimization

It was designed to be fully responsive, ensuring seamless access on mobile and tablet devices.

Distinctive and Tailored Branding

The branding, with its unique cartoon illustration designs, effectively resonated with the target audience, particularly single parents and young first-time homeowners. The branding distinguished HAS from their often-monotonous competition, setting them apart in the market.

Simplified Content

Complex financial concepts were presented in an easily understandable manner, with visual tools such as infographics, making it accessible to a wide audience.

Interactive Eligibility Test

The website featured an interactive eligibility test, streamlining the assessment process for potential clients.