SEO Case Study: How a Mortgage Company Increased Loan Applications by 230%
On April 7, 2025, a mortgage company in Plano, Texas partnered with Goforaeo because their website was not producing enough consistent loan applications. They had a good team and solid loan programs, but competitors were showing up above them for the searches that bring ready to apply borrowers.
This case study shares the full campaign from April 7, 2025 to November 18, 2025, with monthly actions and monthly results. You will see the exact numbers, what changed on the site, and why the growth happened in a steady, believable way.
Client Snapshot: Location, services, and what was not working
The client is a mortgage company based in Plano, Texas, serving borrowers across Plano and nearby areas in the Dallas Fort Worth region. Their main offers included conventional loans, FHA loans, VA loans, refinancing, and support for first time homebuyers.
Before SEO, the company was getting some traffic, but most visitors were not becoming applicants. Many important keywords were not ranking well, and the pages that did rank were not strong enough to win trust quickly.
What we counted as a loan application
We counted a loan application only when a visitor completed the full application request flow. That includes: submitted application form, booked a call for a mortgage application, or a tracked phone call that resulted in an application link being sent and confirmed in the CRM.
We avoided counting low intent actions like clicking a calculator, visiting the rates page, or reading a blog post. This kept the proof clean and honest.
Baseline: The before numbers in April 2025
April 2025 is the baseline month because it shows the true starting point. At this stage, the website had visibility, but it was not showing up enough for high intent searches like mortgage lender Plano, FHA loan Plano, VA loan lender Plano, and refinance Plano.
These were the baseline numbers from April 2025:
- Organic sessions: 1,940
- Google Search Console clicks: 410
- Google Search Console impressions: 41,600
- Average position across tracked non branded terms: 26.4
- Loan applications from organic search: 30
- Organic application conversion rate: 1.55%
- Google Business Profile calls: 39
Strategy Overview: The simple plan behind the growth
We did not chase broad traffic like “mortgage rates” nationwide. We focused on local and regional intent, plus loan type intent, then built pages that matched those searches and pushed visitors toward applying.
The strategy had a clear order: fix the foundation first, build the right pages second, improve local presence third, then improve conversions once traffic started rising. This order matters, because mortgage SEO needs trust and clarity before volume.
Tools used for tracking and execution
We used a mix of tools so we could measure applications correctly and make decisions based on real data.
Tracking and reporting tools:
- Google Analytics 4: conversion events and funnels
- Google Search Console: queries, indexing, clicks, impressions
- Google Business Profile Insights: calls, website clicks, directions
- Looker Studio: monthly dashboards
SEO and site improvement tools:
- Screaming Frog: crawls, redirects, metadata, internal links
- Ahrefs and Semrush: keyword research, competitor gaps, link checks
- PageSpeed Insights and Lighthouse: performance and Core Web Vitals
- BrightLocal: citation consistency and local rank checks
- CallRail: call tracking and source clarity
- Hotjar: behavior recordings and drop off points
Phase 1: Fixing technical issues and tracking in April 2025
In the first weeks, we focused on problems that quietly limit SEO growth. The site had a few crawl and index issues, mixed page intent, and tracking that did not clearly separate general contact leads from real loan applications.
We cleaned up technical basics, improved internal linking, and fixed conversion tracking so the client could trust the numbers. This did not instantly triple applications, but it removed the friction that keeps rankings stuck.
Key fixes completed:
- Removed duplicate title tags and weak meta descriptions
- Fixed broken links and redirect chains
- Improved sitemap and indexing signals in Search Console
- Set up clean tracking for application submissions and call conversions
Phase 2: Building service pages that match borrower searches in May 2025
Mortgage SEO works better when each major loan intent has its own strong page. Before this, the site had service info spread across short pages that did not answer enough questions to rank or convert.
We built dedicated pages and wrote them in simple language. Each page explained who it is for, what documents are commonly needed, what the process looks like, and the next step to apply.
Core pages created or rebuilt:
- Mortgage lender in Plano
- FHA loans in Plano
- VA loans in Plano
- Conventional loans in Plano
- Refinance in Plano
- First time homebuyer loans in Plano
Phase 3: Local SEO and trust signals in June 2025
In June, we strengthened local signals because mortgage searches are heavily location driven. Many borrowers call directly from map results, especially when they want quick answers and same day guidance.
We improved the Google Business Profile, cleaned up citations, and added trust elements across the website. For a mortgage company, trust is not optional, it is the main conversion lever.
Local and trust improvements:
- Updated Google Business Profile categories, services, and descriptions
- Added weekly posts and updated photos to keep the profile active
- Improved NMLS and compliance details where appropriate
- Built consistent listings across core directories
Phase 4: Content that supports loan decisions from July 2025 onward
From July onward, content became a major driver. We did not write general blogs just to fill the site. We wrote content that answered real borrower questions and naturally guided them toward the right loan page and the application form.
This type of content helps SEO because it builds topical depth, and it helps conversions because it reduces confusion. When people feel informed, they apply faster.
Content themes we focused on:
- FHA vs conventional: how borrowers choose
- VA loan basics: who qualifies and how to get started
- Refinance readiness: signs it may be time to explore options
- First time homebuyer steps in Texas: simple process explanations
- Mortgage pre approval: what it is and why it matters
Month by Month Results: April 2025 to November 2025
Below is the monthly timeline showing what we did and what changed. The loan application numbers include verified applications that started from organic traffic and tracked local actions.
April 2025: Baseline month and foundation setup
We started on April 7, 2025, and this month focused on technical cleanup and reliable tracking. We also mapped keywords to page intent so future pages did not compete with each other.
Monthly numbers:
- Organic sessions: 1,940
- GSC clicks: 410
- Impressions: 41,600
- Loan applications: 30
- Conversion rate: 1.55%
- GBP calls: 39
May 2025: Loan pages rebuilt and clearer application flow
In May, we rebuilt core loan pages and improved internal links so users could move from education content to applying. We also improved page layouts and forms so the application step felt easier.
Monthly numbers:
- Organic sessions: 2,180
- GSC clicks: 480
- Impressions: 47,900
- Loan applications: 38
- Conversion rate: 1.74%
- GBP calls: 44
June 2025: Local SEO lift and trust improvements
June focused on local visibility and trust. We improved Google Business Profile, cleaned citations, and strengthened on site trust sections like reviews, process, and clear contact information.
Monthly numbers:
- Organic sessions: 2,520
- GSC clicks: 560
- Impressions: 56,300
- Loan applications: 46
- Conversion rate: 1.83%
- GBP calls: 53
July 2025: Content rollout tied to high intent pages
In July, we published decision support content and added FAQ sections to the loan pages. We made sure every blog post linked back to the correct loan page and the application step.
Monthly numbers:
- Organic sessions: 2,940
- GSC clicks: 690
- Impressions: 68,700
- Loan applications: 56
- Conversion rate: 1.90%
- GBP calls: 61
August 2025: Conversion improvements and stronger internal linking
August was about turning more visitors into applicants. We used recordings and funnel tracking to see where people hesitated, then we rewrote sections that were unclear and improved CTAs.
Monthly numbers:
- Organic sessions: 3,360
- GSC clicks: 820
- Impressions: 82,100
- Loan applications: 66
- Conversion rate: 1.96%
- GBP calls: 70
September 2025: Topic clusters and authority building
In September, we organized content into clear clusters around FHA, VA, refinance, and first time buyers. This helped Google see depth, and helped users find the right next step faster.
Monthly numbers:
- Organic sessions: 3,880
- GSC clicks: 980
- Impressions: 98,900
- Loan applications: 78
- Conversion rate: 2.01%
- GBP calls: 83
October 2025: Higher rankings for Plano intent keywords
In October, the site started holding stronger positions on key local searches. We also improved titles and meta descriptions to increase clicks, because higher clicks often lead to more applications even without huge traffic jumps.
Monthly numbers:
- Organic sessions: 4,420
- GSC clicks: 1,140
- Impressions: 118,400
- Loan applications: 90
- Conversion rate: 2.04%
- GBP calls: 96
November 2025: Peak month and confirmed 230% application growth
By November, SEO and local visibility were working together. The company had stronger rankings, a more trusted Google Business Profile, and a smoother application journey on the website.
Monthly numbers:
- Organic sessions: 4,980
- GSC clicks: 1,310
- Impressions: 137,600
- Loan applications: 99
- Conversion rate: 2.12%
- GBP calls: 108
Before vs After Proof: The 230% increase explained clearly
To keep the proof simple, we compare the baseline month to the latest tracked month.
Before vs after results:
- April 2025 loan applications: 30
- November 2025 loan applications: 99
- Net increase: +69 applications per month
- Growth: 230% increase in loan applications
Supporting proof that matched the application lift:
- Organic sessions: 1,940 to 4,980
- GSC clicks: 410 to 1,310
- GBP calls: 39 to 108
- Organic conversion rate: 1.55% to 2.12%
Why this worked: The real reasons applications increased
This campaign worked because we matched pages to real borrower intent and then improved trust signals. Mortgage visitors do not apply when they feel uncertain, so we removed confusion, explained steps clearly, and made the next action obvious.
Another key reason was local visibility. Many borrowers call first, then apply after the call. When the Google Business Profile improved, calls rose, and applications followed.
Main drivers behind the growth:
- Strong loan pages built around Plano intent and loan type intent
- Local SEO improvements that increased calls and map visibility
- Content that answered borrower questions and reduced hesitation
- Better internal linking so visitors did not get stuck on blogs
- Cleaner conversion flow so applying felt simple and safe
What Goforaeo would repeat for another mortgage company
This process is repeatable because it is based on fundamentals, not gimmicks. The order matters, and the focus on trust matters even more in mortgage marketing.
If we ran a similar campaign again, the repeatable steps would look like this:
- Fix technical SEO and tracking so growth is measurable
- Build dedicated pages for each loan intent and each location intent
- Strengthen local SEO and listings consistency
- Publish decision support content connected to the loan pages
- Improve conversions using real user behavior data
Closing Summary: Timeframe, location, and outcome
This case study covers a mortgage company in Plano, Texas, working with Goforaeo from April 7, 2025 to November 18, 2025.
During this period, monthly loan applications increased from 30 to 99, which is a 230% increase, supported by strong growth in organic clicks, rising map calls, and a conversion rate that improved month after month.