A website that earns its place in the market.
Secure Choice Mortgage is one of the largest and fastest-growing Motto Mortgage franchisees in the country. This is a comprehensive strategy to build a digital presence worthy of that position — one that converts borrowers, attracts top loan officers, and is built to scale.
Current Site Audit
An honest look at where things stand — and the gap between current performance and what's possible.
Platform Strategy
The current Wix site has a strong foundation — a sizable team, established branding, and existing pages that just need to be rebuilt and optimized. Wix supports far more than is currently being used, and a lot of what's missing can be addressed right where you are.
🏗️ Near-Term: Maximize What Wix Can Do
Wix supports Google Tag Manager, Meta Pixel, custom HTML code blocks, embedded third-party tools (calculators, chat widgets, review aggregators), and a full blog. Most of the conversion and tracking improvements in this strategy can be implemented directly in Wix — the platform is not the bottleneck right now. What's missing is the structure, the content, and the tooling sitting on top of it. We fix those first.
🔭 Longer-Term: A Platform Built to Scale
As the site grows — more loan officers, more pages, more content, more paid campaigns — a more developer-friendly platform (Webflow or WordPress) will offer greater speed, SEO control, and flexibility. That's a conversation for down the road, once we've proven out what converts and what the team needs. No need to disrupt what's working before we've built something better to move into.
Recommended Site Architecture
Every page should have a purpose: convert borrowers, support SEO, or attract talent. Here's the full structure.
Homepage — securechoicemortgage.com
Hero with rate teaser + primary CTA. Loan type navigation. Team social proof. Review aggregator. Conversion-first layout.
Loan Programs
Conventional, FHA, VA, USDA, Jumbo, First-Time Buyer, Investment — each as its own indexed page
Get Pre-Qualified
Multi-step lead capture form. The single most important conversion page on the site.
Meet the Team
Individual LO pages with NMLS, review links, personal application links, and bio
Mortgage Calculator
On-site embedded tool. Payment, affordability, and refinance calculators. No outbound link to Motto.
Refinance Hub
Rate-and-term, cash-out, and streamline refinance landing pages with intent-matched CTAs
Resources / Blog
Hosted on your domain (not Motto's). Southport & Brunswick County market updates, buyer guides, rate commentary
Careers — Grow With Us
Dedicated talent acquisition funnel with Gina Andrews. LO value prop, tools overview, apply CTA
Purchase vs. Refi Landing Pages
Dedicated pages for paid ad traffic. Fast load, single CTA, no nav distraction.
Reviews & Testimonials
Aggregated Google + Zillow reviews. Video testimonials. Structured schema markup.
FAQ & Mortgage Basics
Expanded FAQ with schema-marked Q&A for Google featured snippets.
The Conversion Funnel
Every visitor should be captured, nurtured, and re-engaged — regardless of where they are in their buying journey.
Conversion Strategy
The goal is to turn more of your existing traffic into conversations — before spending a dollar on ads.
Tracking & Retargeting Infrastructure
Mortgage falls under Special Ad Category (SAC) — which means standard demographic targeting is restricted. But retargeting is not off the table. It means you have to be smarter about it.
Google Analytics 4 + Tag Manager
GA4 should be the foundation. Install via GTM for easy management. Set up conversion events: form starts, form completions, calculator uses, phone clicks, chat initiations, and time-on-page thresholds.
Meta Pixel + Conversions API
Install Meta Pixel immediately — every day without it is lost retargeting data. Pair with Conversions API (server-side) to recover data lost to ad blockers and iOS privacy changes. Critical for any future Facebook/Instagram campaigns.
Google Ads Pixel + Remarketing Tag
Install Google Ads pixel to enable search remarketing (RLSA). Users who visited your site but didn't convert can be bid up in Google Search — showing your ad more prominently when they search mortgage terms again.
Special Ad Category — What's Restricted
Under SAC Housing + Credit: no age, gender, or ZIP-code targeting. No lookalike audiences from standard data. No interest-based exclusions. You must target by geography (15-mi minimum radius) and broad demographics only.
The SAC Workaround — Educational Content
Run educational blog/video content ads (rate commentary, buyer tips, market updates) as NON-SAC ads with full targeting. Retarget those viewers with SAC mortgage ads. This is the industry's smartest two-step funnel.
CRM + Email Nurture Integration
Connect lead forms directly to a mortgage CRM (Total Expert, Surefire, or BNTouch). Trigger automated email sequences based on loan type interest. Borrowers average 9 touchpoints before choosing a lender.
Fair Housing Act Compliance — Critical
All ad creatives must avoid language that implies preference for any protected class. Avoid "perfect for families," "great neighborhood," or any demographic signals in ad copy. All Meta SAC ads must declare Housing + Credit categories. A single violation can result in account-level suspension across your entire ad account.
SEO Strategy
Organic search is your most durable, lowest-cost lead channel. Here's how to own it in your market.
🏆 The Local SEO Opportunity
Brunswick County is one of the fastest-growing counties in North Carolina. The Southport/Oak Island/Leland market is exploding with coastal buyers, retirees, and remote workers relocating from major metros. Very few mortgage websites in this market have serious SEO investment. Owning the Google Local Pack for "mortgage lender Southport NC" alone could generate 30–50 organic inbound leads per month within 6–12 months of consistent content production.
Talent Acquisition Strategy
The website should work as hard at recruiting top LOs as it does at converting borrowers. These are two very different funnels.
"Grow with Gina" — Expanded
The existing "Grow with Gina Andrews" page is a genuinely strong asset that's currently underbuilt. Gina has a personal brand and a track record that should be front and center of the recruiting pitch.
Recommended: build a fully-designed Gina Andrews landing page with her story, philosophy, recruiting track record, and a direct calendar booking widget. This page should be linked from LinkedIn, referenced in recruiting ads, and featured prominently in the main nav under Careers.
Consider a short-form video series of Gina speaking directly to prospective LOs — distributed on LinkedIn and YouTube. This is the kind of content that circulates within the industry and drives inbound talent inquiries without paid spend.
Recommended Technology Stack
The right tools for a compliant, high-converting mortgage operation of this scale.
Website CMS
Full control over HTML output, custom code embeds, and SEO metadata. Required for proper pixel management and conversion tracking.
Tracking Foundation
GA4 for conversion tracking; GTM as the tag management layer so all pixels deploy through one container.
Paid Media Pixels
Server-side events via Conversions API recover iOS-blocked data. Essential for ROAS measurement on any Facebook/Instagram spend.
Rate & Calculator Widget
Live rate tables connected to your pricing engine. Auto-updates without manual maintenance. Massive trust signal and dwell-time driver.
Point of Sale / Application
Embedded or linked mortgage application with borrower portal. LO-specific links. Document upload. Status updates. Branded experience.
Lead Management
Mortgage-specific CRM with automated drip campaigns, referral partner tracking, co-marketing tools, and compliance guardrails built in.
Search Monitoring
GSC for indexing health, keyword data, and Core Web Vitals. Ahrefs for keyword research, competitor tracking, and backlink analysis.
Reputation Management
Automated post-close review requests. Aggregates Google, Zillow, and Facebook reviews into your website widget. Protects and grows star rating.
Phased Roadmap
A realistic, sequenced plan — so the team never feels overwhelmed, and results compound over time.