Equitable Bank Reverse Mortgage Webpage Refresh

Challenge

Equitable Bank’s reverse mortgage product is mainly promoted B2B via mortgage brokers; therefore, its product webpage was largely neglected and lacked strategy. The bank wanted to promote the product D2C, which required a complete webpage overhaul.

Solution

I led the review of the content design & the copywriting of the new webpage. I noted the old page had a clunky and confusing sidebar navigation, and that the page lacked language to offer reassurance and trustworthiness to a senior audience.

I collaborated with a graphic designer and web developer to arrange content in a more logical hierarchy, including clear primary & secondary CTAs, easy access to educational information, as well as TrustPilot customer testimonials, statistics around the legitimacy of the bank, and official national memberships for added assurance. I employed a warmer tone of voice and ensured copy was easily digestible to ease the user’s experience on the page and to encourage phone calls to the Revere Mortgage Team.

I also worked closely with the graphic designer to apply new brand colours and imagery to further lighten up the experience.

Results

Originally, copy employed long sentences and too many lists, and the old brand colours were dark and oppressive. As the target audience is Canadians aged 55+ with cash flow concerns for their retirement, I broke sections and copy down for easier scannability, employed a lighter and more empathetic tone, and provided various moments of reassurance throughout the page journey.