2025
Designed, built and launched for a specialist self-employed mortgage advisory practice.
Financial Services · Website Design
A clear, trust-first website for a specialist self-employed mortgage adviser.
HTFS Limited needed a website that spoke directly to self-employed clients — Ltd company directors, contractors, and freelancers — who struggle to get straight answers from generalist brokers. We created a focused, jargon-free site that explains the problem, positions Harry’s specialist approach, and drives free consultation bookings.
WordPress
Built on WordPress with Divi for straightforward content management and future updates.
Bromley
Serving self-employed professionals across South East London and the surrounding area.
The Client
About HTFS Limited
HTFS Limited is a Bromley-based mortgage advisory practice with a specialist focus on self-employed clients. Operating across South East London, the business works with Ltd company directors, contractors, and self-employed professionals who find standard lender criteria difficult to navigate.
The practice is built around a personal, one-to-one service — clients deal with the same adviser from initial enquiry through to offer — and access to a panel of over 80 lenders.
The Challenge
The existing online presence did not reflect the specialist nature of the service or give self-employed visitors confidence.
An unclear positioning
The previous site did not distinguish HTFS from generalist mortgage brokers. Self-employed visitors needed to see immediately that this service was built for them.
No explanation of the problem
Most self-employed people assume getting a mortgage will be difficult without fully understanding why. The site needed to articulate those frustrations and show how HTFS addresses them.
Weak trust signals
Financial services clients need reassurance before they act. The site lacked the accreditation detail, process clarity, and social proof needed to convert a cautious visitor into an enquiry.
A generic layout
The previous design could have belonged to any financial service business. It did not reflect the personal, relationship-led nature of the service.
The Brief
A clear set of priorities
The new website needed to feel expert, approachable and reassuring, while remaining simple to navigate and straightforward to update.
- Communicate the self-employed specialism clearly and immediately
- Explain common frustrations before offering the solution
- Build trust through accreditation, process transparency, and tone
- Drive free consultation bookings from every page
- Cover the full service range: mortgages, remortgages, buy-to-let, protection
- Keep language plain — no financial jargon
The Approach
Built around the people using it
We started by mapping the mindset of a self-employed visitor who has already been turned away or confused by a generalist broker. The site needed to name that frustration, validate it, and then present a clear alternative.
/ Structure
The page hierarchy was built around the visitor journey: problem first, solution second, services third, call to action throughout. A dedicated self-employed mortgages page goes deeper on how lenders assess Ltd company income, contractor day rates, and retained profits.
/ Design
A warm but professional visual system — gold accent against dark tones, clean typography, restrained layout — that positions HTFS as authoritative without feeling corporate or cold.
/ Development
Built in WordPress with Divi, with reusable content blocks that make it straightforward to add blog content and update service information as the market changes.
/ Search optimisation
Each page was given a defined search purpose: the homepage targets self-employed mortgage broker Bromley, the service page targets self-employed mortgage advice South East London, and the blog supports longer-tail queries.
Key Features
What we delivered
Specialist positioning
Copy and structure built around the specific challenges self-employed clients face, not a generic mortgage service template.
Problem-first layout
The homepage leads with common frustrations before presenting the solution, reflecting how self-employed visitors actually arrive.
Trust architecture
Accreditation display, lender panel size, process transparency, and verified client feedback positioned at the right points in the journey.
Service breadth
Clear pages covering self-employed mortgages, first-time buyers, remortgages, home movers, buy-to-let, and protection, each with relevant context.
Consultation-focused CTAs
A free initial consultation offer promoted consistently, with click-to-call and a simple contact form on every key page.
SEO-ready blog structure
A blog framework in place to capture long-tail search queries around self-employed mortgage eligibility and lender criteria.
The Outcome
A website built to turn confused self-employed professionals into booked consultations.
The completed site gives HTFS Limited a clear, credible digital presence that immediately signals specialist knowledge to a visitor who has likely already had a frustrating experience elsewhere. The problem-first structure, plain language, and consistent consultation prompts work together to lower the barrier to getting in touch.
Designed properly. Built to work.
The HTFS project combined clear strategic positioning, considered copywriting, and practical web development to create a website that speaks directly to the people who need it most — and gives them a straightforward reason to pick up the phone.
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