Mortgage Website, SEO & Analytics System

BHG Mortgage Lending needed a responsive digital experience that could explain its business-purpose lending focus, guide real estate investors toward relevant information, and create clear paths for submitting an inquiry.

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I built the website in Webflow and connected the content, SEO, and analytics systems needed to support visibility, usability, lead-path tracking, and ongoing performance review.

Business-purpose mortgage lending requires clear communication. Visitors need to understand who the financing is intended for, how different programs may fit an investment strategy, and what they should do next.

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The opportunity was to create a website that organized this information around investor needs while giving the business a stronger foundation for search visibility, inquiry generation, and performance measurement.

The strategy focused on four priorities:

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1. Organize the website around the questions and decisions real estate investors are likely to have.
2. Use educational content to explain business-purpose programs without overwhelming the visitor.
3. Create clear lead paths through program exploration, contact options, and the deal-submission process.
4. Establish SEO and analytics systems that would make visibility, engagement, and key actions easier to measure after launch.

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The website structure, page hierarchy, calls to action, metadata, and tracking plan were developed around those priorities.

I designed and built the website in Webflow with responsive layouts for desktop, tablet, and mobile devices.

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The execution included:

• Homepage and core navigation structure
• Business-purpose lending and program education
• DSCR-focused educational content
• Contact and deal-submission paths
• Responsive mobile layouts
• Page titles and meta descriptions
• Canonical URL setup
• Sitemap indexing controls
• Google Analytics 4 implementation
• Google Search Console connection
• Performance monitoring and reporting

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The finished system connected the public website, search foundation, inquiry paths, and performance data within one manageable Webflow build.

Early performance data showed the website beginning to earn search visibility and measurable engagement.

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Google Search Console reported approximately 16,000 search impressions and 43 organic clicks during the April through July 2026 reporting period, with an average search position of 15.9.

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Google Analytics 4 reported 336 active users, 351 new users, approximately 2,400 tracked events, and 68 configured key events in the year-to-date snapshot captured on July 17, 2026.

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These results provide evidence that the website was being discovered, visited, and used after launch. They should be interpreted as early performance indicators rather than outcomes caused by a single website or SEO change.

This project reinforced the importance of building the website, content structure, lead paths, SEO foundation, and analytics plan as one connected system.

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A polished website alone would not have been enough. The project needed clear investor-focused messaging, responsive execution, measurable actions, and reporting that could support future improvements.

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It also showed the value of establishing analytics and search tracking early so performance can be reviewed from the beginning instead of reconstructed later.