The Company
Key Change Finance is a well-respected and successfully growing brokerage firm in Victoria. The company is dedicated to giving borrowers a highly personal, customer-centric experience for their financing needs. From loans to complex financial solutions, their team has over 50 years of big bank experience and a strong industry network, making them a trusted partner for any client.
Key Change Finance support professional services, SMEs, business owners, medical specialists and individuals to secure their financial goals with a clear and achievable solution.
The Situation
As the finance market evolved and clients started seeking more sophisticated financing solutions, Key Change Finance sought to refine their online presence to more effectively communicate their expertise in the commercial loans and asset finance space.
Key Change Finance wanted more impactful messaging to resonate with a diverse range of clients and position themselves as trusted finance experts.
While their team excelled at navigating intricate financial needs, they recognised that their website wasn’t fully capturing the true depth of their brand and service quality.
Key Change Finance’s existing content failed to reflect the true value of their offerings, which hindered their ability to establish credibility and attract the right audience.
The Challenge
Key Change Finance was at a crossroads, facing several challenges with its online presence.
Despite the firm’s potential:
- Its original website failed to capture the genuine scope of their expertise and the personalised service they provide to clients.
- The website lacked the depth of information needed to educate visitors about their comprehensive range of financing solutions.
- It wasn’t generating leads or attracting the right audience and didn’t inspire the confidence required to convert visitors into clients.
The team realised that the website needed to do more than showcase their services – it needed to convey the trust, professionalism and expertise that Key Change Finance brings to every transaction.
The challenge was to rebuild the website to reflect their diverse capabilities, connect with their audience on a deeper level and drive real results.
BEFORE- See Key Change Finance’s previous website home page:
The Goal
Key Change Finance’s primary goal was to revamp their website messaging to convey their expertise in Australian financing solutions, highlight the true passion of their team and provide social proof of why they are the best choice for clients – all while fostering trust and connections.
The new website messaging was designed with the following key considerations:
- reflect the professionalism and experience of their team,
- provide clear, informative content that educates visitors about their services,
- improve lead generation and conversions by driving targeted traffic and
- align with their brand voice, showcasing their personalised, customer-centric approach.
To achieve this, the Key Change Finance team reached out to Melotti Content Media for a solution that would achieve their goals and resonate with target audiences.
The Solution
To address Key Change Finance’s challenges and achieve its goals, we focused on first building trust, confidence and ideas with their team.
After an in-depth strategy session, we worked closely with the Key Change Finance team to fully understand their strengths and goals. Through this conversation, we came up with a website messaging solution that truly reflected the Key Change Finance brand.
Our collaboration focused on the following aspects:
- Brand Messaging Workshops
We facilitated in-depth workshops with the Key Change Finance directors to help them articulate their authentic voice and messaging. Through collaboration, we ensured the website reflected their vision, empowering them to confidently share their brand with clients. - Comprehensive Content Strategy
Our team developed a detailed content strategy, identifying key pages, selecting relevant keywords and structuring the site to communicate its offerings. This approach ensured that every website page’s content was informative, engaging and aligned with the needs of Key Change Finance’s target audience. - Optimised Content Wireframes
We restructured the website’s UX layout for easy navigation and a smooth user experience. Our team designed the website page wireframes (in addition to the copywriting) to capture visitors’ attention and guide them through a seamless journey by prioritising a content hierarchy and focusing on clear calls to action.
AFTER – See Key Change Finance’s current website home page with updated messaging:
The Outcome
The transformation of Key Change Finance’s website has marked a significant turning point for the business.
We empowered them to showcase a strong, confident online presence by refining their brand messaging and website structure. This revamp has elevated their brand and delivered impactful results in terms of client engagement and business growth.
- Increased Brand Confidence
The Key Change Finance team is now truly proud of their website. With brand messaging that authentically reflects their unique approach to finance, they feel empowered to share their brand with clients and confidently position themselves as trusted leaders in the industry.
- Lead Generation Success
The newly optimised website is driving high-quality leads. With a refined structure and targeted content, it’s attracting the right people and converting them into valuable clients – fuelling Key Change Finance’s growth and success.
- Stronger Client Education
The website now does more than showcase their services – it educates and informs – earning client trust. Key Change Finance’s target audiences now understand the financing options available, fostering deeper confidence and stronger relationships with the business.
This project highlights the importance of aligning a business’ online presence with its core goals.
By effectively communicating Key Change Finance’s unique value proposition, we’ve empowered a platform that elevates their brand and sets them on a path of ongoing success. The collaboration between Melotti Content Media and Key Change Finance underscores the power of strategic, purpose-driven content in driving business results.
