Concept project 02 Growth
A site that answers the questions people bring to an adviser
A concept for a practice that helps people with borrowing and debt: find out what they actually ask, answer it plainly, and plan search, social and paid as one programme.
- Company
- Concept project · a consumer-finance advice practice
- Layer
- Growth: Growth engineering, Marketing strategy
Invented company and sample data, no client results
Screens from the concept
Select a screen to bring it forward
- Content hubA guide that opens with the answer
- Planning boardSearch, social and paid in one week
- Questions mapWhich page answers which question
On this page
- The short answer
- When it helps
- When it costs more
- What lenders check
- Other options
Debt and borrowing
Should I combine my debts into one loan?
The short answer
It can make repayments simpler, and sometimes lower each month, but you may pay more overall if the term gets longer. It tends to suit people with a steady income and several high-interest debts.
When it helps
If you are paying off several cards and a store loan at different rates, one fixed payment is easier to plan around. The new rate needs to be lower than the average you pay today.
- Your income is regular
- The new rate is lower than your current average
- You can close the old accounts once they are paid
When it costs more
A longer term lowers the monthly payment but adds interest, and early-repayment fees can eat into the saving.
Not sure which option fits you?
Talk it through with an adviser. A free 20-minute call, with no obligation.
Request a callEditorial calendar
Week 44 · 26–30 Oct
Combining debts
Guide: Combining debts
Consolidation
Post: Three questions to ask before any new loan
Combining debts
Carousel: Five things to check before combining debts
Combining debts
Search ads: questions about combining debts
Arrears
Landing page: Missed a payment?
Arrears
Search ads: missed payments
Arrears
Brief: Can a lender freeze the interest?
Combining debts
Adviser video: Will it affect my credit score?
Combining debts
Retargeting: guide readers to a call request
Credit history
Update: What lenders check
Where enquiries start
First page read · sample week
Enquiries by dayMon–Fri
By channel
SearchPaidSocial
Consolidation
Should I combine my debts into one loan?
Will it affect my credit score?
Can I combine debts on a low income?
Arrears
What happens if I miss a payment?
Can a lender freeze the interest?
Credit history
What do lenders check first?
How long does a late payment stay on my record?
Guide
Combining debts
Live
Guide
Debt management plans
Landing page
Missed a payment?
In review
Guide
What lenders check
No page yet
Add to calendar
01Challenge
What is in the way
The site has steady traffic but few enquiries, and fewer still from people the advisers can actually help. Articles are written around product names rather than the questions people type when money is tight. Search, social and paid are planned by different people on separate calendars, so nobody can say where a good enquiry started.
02Solution
What we would build
Research the questions people actually ask, answer each one in a guide that opens with the short answer, and plan search, social and paid on one weekly board, so every campaign goes out together with the page it points to.
2.1
Research into real questions
Search queries, adviser call notes and forum threads, grouped into topic clusters by the need behind each question.
2.2
A content hub organised by questions
Each guide opens with a short answer, then the detail, related questions and an unhurried way to reach an adviser.
2.3
Landing pages for each intent
Someone comparing options and someone who missed a payment this week land on different pages, each with its own next step.
2.4
One editorial calendar
Search, social and paid share one weekly board, so a campaign goes out together with the guide it points to.
2.5
One view of where enquiries begin
Every enquiry is logged with the page and channel it started from, in a report the whole team reads.
03What changes
What it would change
A concept has no results to report, so these are the changes the design is built to make. On a client project, confirmed figures take these places.
3.1For visitors
The answer would come first, in plain words, and asking for help would feel like a small, safe step.
3.2For advisers
Enquiries would arrive with context: the question the person was reading when they decided to get in touch.
3.3For the marketing team
One plan instead of three, and a shared way to decide which content is worth making next.
Concept project: the company and the data are invented for this page.
