Case study · Craig Adams Mortgage and Protection
A broker site rebuilt to be found.
We relaunched Craig Adams Mortgage and Protection on our serverless stack: a page for every mortgage type, adviser and review markup on every one of them, and a static build with no plugins, no database and nothing left to slow it down.
Overview
A good adviser who was hard to find.
Craig Adams is a CeMAP-qualified, whole-of-market mortgage adviser based in Waterloo, covering Liverpool, Merseyside and the North West: first-time buyers, home movers, remortgages, buy-to-let, commercial, adverse credit, bridging and second-charge lending, plus protection. He has 77 five-star reviews behind him. None of that was doing any work in search.
Someone searching "first-time buyer mortgage adviser Liverpool" is asking a specific question, and a single page about mortgages in general is not the answer to it. So we relaunched the site around the questions people actually type: a page per mortgage type, each one written to answer the query end to end, with the adviser, the reviews and the coverage area marked up so search and answer engines can read who he is and where he works.
The whole thing is static HTML on Cloudflare Pages, served from the edge. There is no WordPress, no plugin stack and no database sitting between a visitor and the page.
The build
Written for people, marked up for machines.
A page per mortgage type
First-time buyers, home movers, remortgage, buy-to-let, commercial, adverse credit, bridging and second charge each get their own page, written to answer that search on its own.
Protection, not an afterthought
Life cover, critical illness and income protection sit alongside the mortgage pages rather than buried in a footer, because that is where the conversation usually goes next.
The adviser as an entity
Craig, the business, the address and eight coverage areas are marked up on every page, so search engines know exactly who is advising and where.
Reviews in the markup
His 5.0 rating from 77 reviews is carried in structured data and given a page of its own, so the proof is machine-readable, not just a screenshot.
Answer-ready content
Plain-language questions and answers, marked up as FAQ data, give answer engines something quotable instead of a wall of marketing copy.
Static, on the edge
One stylesheet, one small script, no database. Served from Cloudflare’s edge with security headers, a sitemap and a self-hosted display font.
The stack
Seventeen pages, nothing to go wrong.
Structure
Seventeen pages: eight mortgage types, protection, about, reviews, contact and the policy pages a regulated firm needs.
Content
Each page answers one question properly, in Craig’s voice, instead of one page trying to cover everything at once.
Markup
Adviser, business, address, coverage areas, breadcrumbs, reviews and FAQ data, on every page rather than just the homepage.
Delivery
Static files on Cloudflare Pages with security headers, a sitemap and a robots file. No server to patch, nothing to hack.
Enquiries
The contact form posts to a serverless endpoint with a hidden spam trap and an explicit consent tick, so leads land clean.
The result
A site that finally matches the adviser.
- Every service Craig offers now has a page that can rank on its own, rather than competing for one homepage to do all the work.
- Seventy-seven five-star reviews are now part of the site’s structured data and have a page of their own, so the proof is visible to people and readable by machines.
- Static hosting on Cloudflare’s edge means no plugin updates, no database and no monthly maintenance bill for a broker who would rather be advising.
Stuck with a site nobody finds?
We rebuild slow, invisible sites into fast ones that answer the questions your customers are actually searching. Book a 30 minute discovery call and we will tell you what yours would take.