PROJECT SHOWCASE
Repositioning Government-Backed Mortgage Pages Around Borrower Decisions
A multistate mortgage lender needed stronger FHA, USDA, and VA loan pages for buyers in Arizona and California. I developed the keyword strategy, content direction, page sequence, conversion path, and SEO/AEO copy for all three pages.
The revised content guides prospective borrowers through eligibility, benefits, comparisons, refinancing options, and common questions before they contact the lender. Each page also gives search engines and AI platforms clearer information about the loan program and the audiences it serves.
Project at a Glance
| Agency | real marketing solutions |
|---|---|
| CLIENTS | Multistate mortgage lender |
| ENGAGEMENT | Freelance partnership |
| MY ROLE | Content, SEO, and AEO strategist and copywriter |
| INDUSTRY | Mortgage lending and financial services |
| GEOGRAPHIC FOCUS | Arizona and California |
| SCOPE | FHA, USDA, and VA loan pages |
| COMPLETED | Early 2026 |
| MY RESPONSIBILITIES | Research, keyword strategy, competitor analysis, search-intent analysis, content strategy, page sequencing, copywriting, internal linking, metadata, FAQ development, and CTA strategy |
| RESEARCH SOURCES | Existing client pages, federal program resources, mortgage-industry sources, and real estate subject knowledge |
| COLLABORATION | Agency handled editing, compliance approval, technical SEO, design, development, and publishing |
What Was Weakening the Original Pages
The existing pages relied heavily on long-form explanatory copy.
The original FHA page introduced program requirements and benefits, then moved into dense sections covering buyer scenarios, credit considerations, down payments, and other mortgage topics. Readers had few visual cues to help them compare information or identify the sections most relevant to their circumstances.
The original USDA page was much shorter. It covered broad qualification points and property types but gave limited attention to costs, location misconceptions, refinancing, lender expertise, or detailed borrower questions.
The original VA page listed program benefits and explained financing concepts through a long article-style format. It provided limited support for comparing VA financing with another common option or understanding how the lender would help with the process.
The revised strategy needed to preserve useful technical information while giving each page a clear purpose and progression.
Selected Before-and-After Comparisons
FHA: From General Information to Borrower Decision Support
BEFORE
The page opened with the FHA product name, provided a short introduction, and moved into requirements followed by extensive informational copy.
AFTER
The new page introduces the borrower benefits, lender proof, structured requirements, loan comparisons, refinancing, manufactured-home financing, and detailed FAQs.
Strategy
The revised sequence follows the questions a prospective borrower is likely to ask before requesting prequalification.
USDA: From Basic Eligibility to a Complete Program Overview
BEFORE
The original page focused on broad qualification statements and a short list of eligible uses.
AFTER
The revised page develops the zero-down opportunity, location eligibility, costs, property requirements, refinancing, lender expertise, and FAQs.
Strategy
The additional detail helps borrowers recognize when USDA financing may apply and gives them enough information to begin a productive lender conversation.
VA: From Long-Form Explanation to Clear Financial Guidance
BEFORE
The original VA page presented benefits and qualification details through a long article-style layout.
AFTER
The revised page organizes program advantages, costs, requirements, comparisons, lender support, and common questions into distinct sections.
Strategy
The new structure helps eligible borrowers understand the value of their benefit and evaluate their next step with greater confidence.
What This Project Demonstrates
This project shows my ability to organize detailed financial information around real consumer decisions.
My real estate experience helped me anticipate the concerns that arise during mortgage research. SEO and AEO analysis helped me identify the terms, comparisons, and questions each page needed to address.
The completed work balances search visibility, borrower education, lender authority, and regulatory review across a connected set of high-trust financial pages.
Skills Demonstrated
Mortgage content · Website copy · SEO and AEO strategy · Keyword research · Information architecture · FAQ development