A Mortgage Website Revamped to Convert Florida Buyers From the First Click
Lower Mortgage's Coral Gables branch had the brand, the product, and the reviews. What they needed was a website that matched. Siznex rebuilt their Squarespace site from the ground up — a conversion-first platform designed to move Florida home buyers from first visit to pre-approval with zero friction.
What We Shipped
lowercoralgables.com — fully rebuilt on Squarespace and live.
Florida's Most Competitive Mortgage Market Needed a Site That Could Keep Up
Lower Mortgage is a nationally recognized lender — naming rights on Lower.com Field, 47 states licensed, HomeSmart partnership with 25,000+ agents. The Coral Gables branch is led by Bob Chamorro, 16 years of Florida mortgage expertise, serving all 67 Florida counties. The old site didn't reflect any of that. Siznex did a full Squarespace revamp: new design, new copy, new structure, and a conversion architecture built for Miami-Dade and Broward home buyers moving at South Florida speed.
What the Old Site Was. What the New One Does.
Mortgage is a high-trust, high-intent category. Buyers comparing lenders make decisions in seconds. The old site wasn't built for that pace.
What wasn't working
What's live now
What We Were Solving For
A mortgage site in South Florida competes against national fintech lenders with massive ad budgets. The only way to win is hyperlocal trust and a frictionless path to pre-approval.
Mortgage buyers in Coral Gables, Coconut Grove, and greater Miami-Dade are comparing 3 to 5 lenders simultaneously. The site had seconds to establish credibility and give them a reason to stop looking.
Lower is a national brand. The Coral Gables branch needed to feel local and personal without losing the credibility of being backed by an institution with naming rights on an NFL stadium.
Three distinct buyer intents — purchase, refinance, and home equity — all need to be served from the same homepage without creating a confusing, bloated experience.
Squarespace has constraints. The revamp had to achieve premium conversion design within the platform's structural limits without custom code workarounds that would break on update.
Built the hero around the five-platform review strip immediately below the headline — 50,000+ five-star reviews visible within the first scroll, before a single word of sales copy.
Structured the "Skip the Call Center — Talk to a Local" section around Bob specifically: name, photo, 16 years experience, personal cell, and a direct Calendly link. National brand, local face.
Three-path homepage layout — Buy a Home, Refinance, Get Cash — each with a distinct icon, headline, and individual CTA. One page, three audiences, zero confusion.
Worked within Squarespace's native block system to build the full site without custom code dependencies — every section manageable and updatable by Bob's team directly.
Everything We Designed and Built
A complete Squarespace revamp — design, copy, conversion architecture, integrations, and local SEO structure.
Homepage Redesign
Full homepage rebuilt with a trust-first hierarchy: hero with dual CTA, five-platform review strip, three-path service split, "Skip the Call Center" personal positioning section, step-by-step how-it-works flow, real client testimonials, FAQ preview, blog preview, and final pre-approval CTA. Every section earns its place on the page.
Hero designReview strip3-path layoutCTA architectureConversion Architecture
Two conversion paths built into every key section — Apply Now routes to the full application, Book Consultation routes to Calendly for a 30-minute call with Bob. No-impact credit check messaging used throughout to lower the barrier to starting the application. Pre-approval letter positioning (not pre-qualification) used to differentiate from competitors.
Dual CTACalendly integrationPre-approval flowReview Syndication Display
Five-platform review strip designed and placed immediately below the hero — Bankrate 5.0 (3,100+), Trustpilot 4.9 (2,500+), Zillow 4.9 (9,200+), Google 4.9 (4,300+), Experience 4.9 (28,800+). Individual client testimonials with name, city, and loan type featured throughout the homepage and on the dedicated Reviews page.
Multi-platform reviews50K+ showcasedNamed testimonialsLocal SEO Structure
Coral Gables, Miami-Dade, Broward, Coconut Grove, Deerfield Beach, Davie, Fort Lauderdale, and all 67 Florida counties referenced naturally across homepage and service copy. Meta titles and descriptions written for local mortgage search intent. Blog section live with three published posts targeting first-time buyer and market update queries.
Coral Gables SEO67 countiesBlog contentExclusive Programs Page
Dedicated Exclusive Programs page built to feature Lower's proprietary loan benefits — including Free Re-Fi for Life (lifetime fee waiver on future refinances, typically $1,500+ per refi) and the Lower.com national brand story. Positioned as a competitive differentiator unavailable from any other lender.
Free Re-Fi for LifeExclusive programsCompetitive differentiationFAQ and Blog Sections
Full FAQ page with 6 structured accordion questions — pre-approval vs pre-qualification, credit score requirements by loan type (Conventional 620+, FHA 580+, VA 580+), down payment minimums, statewide coverage, and Free Re-Fi for Life explained. Blog section live with SEO-targeted posts for Florida first-time buyers and market updates.
FAQ pageBlog liveLong-tail SEOEvery Page We Shipped
Audit to Launch in 4 Phases
Same structured process on every revamp. No surprises, no scope creep, clear deliverables at every stage.
Audit & Brief
Existing site audited, conversion gaps identified, local market and competitor landscape mapped, and the Squarespace constraints scoped before any design work began.
Design
Full visual system designed — typography, layout hierarchy, section structure, CTA positioning, and review display. Built for mortgage trust, not just aesthetics.
Build & Copy
All 8 pages built in Squarespace. All copy written in-house. Calendly integrated. FAQ structured. Blog launched. Local SEO metadata applied across every page.
Launch & Handoff
Full QA across desktop and mobile, SEO metadata verified, domain live, and site handed off. Bob's team can manage all content directly in Squarespace without developer involvement.
Real Florida Buyers.
Pulled directly from the live site testimonials — real names, real cities, real loan types.
"Bob and his team were extremely helpful, patient, and hardworking. I'm very thankful for their support and highly recommend his team."
"Walked us through the home buying experience and was available for all our many questions. He made sure we felt good before moving forward."
"Bob and Bremi helped us step by step and were very patient and professional. In such a frustrating process, this is the team you need."
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