I led the full redesign and rebuild of the Affinity Mortgage website, transforming it into a more modern, lead-driven platform while maintaining its WordPress framework. I handled every aspect of the project independently, from site mapping and content strategy to copywriting, design, and development.

The new site introduced clearer navigation, refreshed visuals, and simplified user flows to make loan products and educational resources easier to access. I rewrote all site copy to strengthen the brand’s tone and trust appeal, optimized page structure for SEO, and integrated lead capture tools for improved conversion tracking.

The result was a cleaner, faster, and more cohesive online presence that better reflected the company’s professional reputation and provided a stronger foundation for future marketing campaigns. The site also saw an immediate uptick of 31% in organic search traffic from Google.