Website Case Study: New Alliance

Web Design
SEO
Copywriting

Redefining Digital Engagement for New Alliance

Enhanced Lead Generation in Pension and Mortgage Services
Lead Generation Tools - Pension Planning Services Multi-Step Form and a Mortgage Calculator
Website Development
User Experience
+

New Alliance came to us ready to transform their digital footprint. With a vision to enhance accessibility and attract quality leads, they set out to strengthen their online presence and better connect with their expanding audience. 

Our Mission

To modernize New Alliance’s online presence, enabling it to effectively attract, educate, and convert high-quality leads while maintaining the trustworthiness and expertise for which the brand is known.

Our goal was to enhance New Alliance’s online engagement, boost lead generation, and refresh its digital identity, especially for targeted services like pension planning and mortgages. 

Challenges

New Alliance’s existing website lacked the modern design and functionality expected by today's digital-savvy users. Navigation was clunky, service information was scattered, and the layout didn’t guide users efficiently through their financial options. This disjointed experience posed a barrier to engagement, particularly for potential clients unfamiliar with pension or mortgage planning.
Outdated Website and Poor User Experience
The website did not effectively capture or qualify leads, especially for high-value services like pension planning and mortgages. Without dedicated tools or forms, New Alliance missed opportunities to gather detailed client information or segment potential leads based on intent and service need. This lack of structure in the lead capture process made it difficult to follow up with warm prospects.
Limited Digital Lead Generation Capabilities
Despite offering valuable financial services, New Alliance struggled with low search engine visibility. Outdated content, poor keyword targeting, and under-optimized on-page elements meant they weren’t appearing for local searches related to pensions, mortgages, or income protection. This made it hard for potential clients to discover their offerings organically.
Weak SEO and Online Visibility
The brand, particularly the Pension Planning identity, wasn’t fully integrated across digital platforms. Visual inconsistencies and fragmented messaging diluted New Alliance’s professional image and made it difficult for users to understand the full breadth of services. This inconsistency also risked eroding the trust crucial in the financial services industry.
Inconsistent Brand Integration Across Platforms
Clients seeking financial guidance often want clarity and reassurance before committing to a provider, yet New Alliance’s site lacked tools to support this. Without interactive calculators or planning forms, users couldn’t explore their options or gain insight into their financial readiness. This absence reduced engagement and made the brand less helpful and approachable in the eyes of potential clients.
Lack of Personalized, Informative Tools for Clients
01
Objective

Implement lead magnets to attract and convert high-quality leads in pension planning and mortgage services.

Each tool was designed not only to generate leads but to ensure they align with New Alliance’s business objectives, focusing on quality and specific client needs in pension planning and mortgage services.    

02
Multi-Step Pension Planning Form

Recognizing the need for serious, high-intent pension leads, we developed a comprehensive multi-step form tailored for diverse client needs, from pension transfers and reviews to new setups for the self-employed, in-employment individuals, and company directors.

This form captures lead information and filters for clients with specific pension-related interests, ensuring high-quality engagement from potential clients with a genuine interest in pension planning. 

03
Mortgage Calculator

To aid potential mortgage clients in their decision-making process, we integrated a user-friendly mortgage calculator. This tool provides real-time estimates, empowering users with valuable insights and guiding them towards mortgage products tailored to their financial situation, thus boosting engagement and positioning New Alliance as a trusted resource. 

04
Optimized Lead Capture Process

Both the multi-step pension form and mortgage calculator were strategically placed and designed to capture leads while providing immediate value.

These lead magnets serve as gateways to deeper client relationships by establishing trust and capturing high-intent leads actively exploring pension and mortgage options. 

The Aweb Approach

Solutions Implemented

Results

Transforming New Alliance’s Digital Identity

New Alliance’s refreshed online presence highlights its commitment to personalized, high-quality financial guidance.

With a user-friendly website and optimized lead generation tools, the brand now delivers clear information and professional sophistication, positioning itself as a trusted, forward-thinking financial partner. 

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