OnDeck
Fewer pages, more applications
Highlights:
loan applications from organic search, year on year
click-through rate from Google search results
legacy pages retired and redirected
loan applications from organic search, year on year
click-through rate from Google search results
legacy pages retired and redirected
OnDeck is Australia’s fast, unsecured business lender: Lightning Loans that move as fast as the businesses applying for them. Its website had grown the way lenders’ sites do, with thousands of pages left behind by old campaigns, old products and old redirects, and search engines were spending their time on pages nobody needed. With a relaunch on the way, OnDeck asked us to make sure the new site launched leaner, easier to find, and built to turn a search into an application.
OnDeck is Australia’s fast, unsecured business lender: Lightning Loans that move as fast as the businesses applying for them. Its website had grown the way lenders’ sites do, with thousands of pages left behind by old campaigns, old products and old redirects, and search engines were spending their time on pages nobody needed. With a relaunch on the way, OnDeck asked us to make sure the new site launched leaner, easier to find, and built to turn a search into an application.
SOLUTION
We audited every page and made a decision on each one. 1,913 legacy pages were retired and redirected, and the 47 that earn their place were rewritten from title to body copy, in a tone of voice we captured with the OnDeck team.
Alongside the relaunch we set the site’s structure, tracking and redirects so nothing was lost in the move, and produced location-led content that speaks to the small business owners in each state and city OnDeck serves.
The Business Profile and directory listings were brought up to date, and the site’s presence in AI answers is now tracked and grown month by month.
