Client Overview
Accredited Broker is a longstanding online resource in the Australian finance space, providing information, guidance, and leads in the mortgage and finance broking sector. They have educated thousands of students to meet industry qualification standards, assisted hundreds of companies with ASIC compliance and Australian Credit Licence applications, and guided the submission, approval, and settlement of over $2 billion in loans.
Our Goals
- Modernise a 15-year-old website without disrupting its proven SEO performance and organic traffic
- Create a mobile-friendly, fast-loading experience that works for today’s users
- Maintain the site’s authority and search rankings while improving usability
- Simplify backend management for easier updates and maintenance
Our Deliverables
- Full website audit and SEO preservation strategy
- Website wireframes & UX design
- WordPress website build
- Mobile optimization
- Testing & site launch
- Handover training session
When Doug approached us about Accredited Broker, he wasn’t asking us to fix a website. In fact, the site was thriving: highly profitable, ranking well, and pulling consistent organic traffic despite looking exactly as it did in 2009.
Sixteen years without a redesign. Let that sink in.
That longevity, though? That was an asset for their SEO. Accredited Broker’s 15+ years of consistent operation had built some serious domain authority. The site ranked incredibly well for competitive finance keywords, and its resource-driven model continued to generate leads and revenue month after month. The design was outdated, sure. The site was slow, self-hosted, and definitely not mobile-friendly.
But it worked.
Our challenge wasn’t to reinvent the wheel. It was to carefully modernise something that was already successful without breaking what made it valuable in the first place.
IF IT AIN’T BROKE.. JUST MAKE IT FASTER
This project required a delicate balance: respect the site’s SEO equity and established authority while bringing it into the current decade. We started with a comprehensive audit to understand exactly what was driving traffic, which pages held the most value, and how users were navigating the site.
The redesign focused on modernisation, not reinvention.
We preserved the site’s core structure and content hierarchy (the things that search engines already trusted) while rebuilding everything with clean, contemporary design and improved functionality. Every decision was made with SEO preservation in mind. We implemented proper redirects, maintained URL structures where possible, and ensured all the technical SEO elements were not just preserved but improved. The site’s metadata, internal linking, and content organisation were refined to work better for both users and search engines.
The new site is mobile-responsive, loads significantly faster, and gives users a seamless experience regardless of how users access it. Plus, it’s maintained the SEO strength that’s made the website successful for over 15 years.
BUILDING A SCALABLE FOUNDATION
We worked closely with Doug throughout the process. He’s refreshingly straightforward and data-driven, focused on performance over unnecessary polish. That clarity made the project smoother and kept us aligned on what mattered: maintaining traffic, improving user experience, and setting up a foundation that could scale across his other sites.
This project is the first in a broader digital overhaul for Doug’s portfolio of finance sites (Check out the site we created for Origin Finance here). With Accredited Broker successfully modernised, we’re now working on bringing the same strategic approach to his other properties. The foundation we’ve built is scalable and adaptable, making it easier to roll out similar improvements across the group.
REFINED, NOT REINVENTED
Accredited Broker now has a modern digital presence that matches the quality of its content and the authority it’s built over the years. The site is easier to navigate, faster to load, and properly optimised for mobile (critical when over half of all web traffic now comes from phones).
More importantly, the redesign hasn’t disrupted what was already working. The site continues to rank well, attract organic traffic, and generate leads, now with a user experience that reflects the professionalism of the business behind it.
We’re happy to report that Doug’s pleased with the results, and we’re excited to continue supporting his sites as they evolve.
We love projects that challenge our assumptions. Accredited Broker did exactly that. When a website has been operating successfully for 16 years without a redesign, the instinct might be to overhaul everything. But this project reminded us that the best work isn’t always about flashy reinvention. Sometimes it’s about careful, strategic improvement that honours what’s already working.
And after 16 years? Better late than never.
