Case Study
Westend Finance
Westend Finance had a genuinely strong offer — access to 30 banks and financiers under one roof — but their website was not telling that story. We redesigned and rebuilt the platform with an SEO-optimised structure, a custom finance calculator, and content that finally communicated what made Ben Rowson's approach different.
About Westend Finance
One Broker. Thirty Lenders. Clearer Choices.
Westend Finance is a Perth-based mortgage and finance broking business founded by Ben Rowson. With access to loan products across 30 banks and financial institutions, the business exists to cut through the complexity of the lending market and put clients in front of the right options for their situation. The problem was not the offer — it was the website that was supposed to communicate it.
The Challenge
A Market-Leading Offer. A Website That Wasn't Telling the Story.
Westend Finance’s unique position — access to loan products from 30 banks and financiers under a single, independent broker — is exactly what clients are looking for in a complex lending market. But the existing website failed to communicate this clearly. Services were buried, the value proposition was vague, and there was nothing to help a first-time visitor understand why Ben Rowson’s approach was meaningfully different from a direct lender.
Beyond the content and clarity problems, the site had no interactive tools to help users explore their options, no SEO-optimised structure to attract organic search traffic, and a design that was not doing justice to a professional, client-focused business. The gap between the quality of the service and the quality of its digital presence was significant.
The Solution
A Website Built Around How Clients Actually Make Decisions.
We redesigned and rebuilt the Westend Finance website from the ground up, with a clear focus on communicating Ben’s unique position in the market — one broker with access to 30 lenders — and giving visitors the tools to begin exploring their options immediately.
The centrepiece of the new site is an interactive finance calculator that lets users enter their own figures and get an instant repayment estimate. It reduces the barrier to engagement and gives potential clients a reason to stay, explore, and reach out. The broader site redesign clarified the service offering across home loans, car finance, and personal lending, and the SEO-optimised URL and content structure gave the site a proper foundation for organic visibility.
The Result
A Platform That Finally Matches the Quality of the Service.
Traffic to the Westend Finance website increased by 20% following the relaunch — a strong result for a web design project without a long-running SEO campaign behind it. The finance calculator became a standout feature, keeping visitors engaged longer and giving them a tangible way to start thinking about their borrowing before picking up the phone.
Beyond the numbers, the new site does something the old one never could: it tells Ben Rowson’s story clearly. A first-time visitor now understands immediately that Westend Finance is an independent broker with access to 30 lenders, and that their job is to find the right fit — not to push a product. That kind of clarity is hard to put a number on, but it is the foundation of every enquiry that follows.