One-Page Lead Generation Experience for Loan Bud

Transforming a static mortgage marketing PDF into a conversion-focused landing page for self-employed borrowers.

Most mortgage marketing materials are designed as downloadable PDFs, requiring visitors to read through dense information before deciding whether to contact an advisor. While informative, they rarely guide users toward taking action.

For this concept, I reimagined an existing one-page mortgage document as an interactive landing page focused on lead generation. The objective was to create a digital experience that simplifies complex lending information, builds credibility, and encourages prospective borrowers to schedule a consultation.

Rather than simply recreating the original document online, I redesigned the content around the customer's decision-making journey—moving visitors from awareness to confidence to action.

Self-employed borrowers often face more complicated mortgage qualification requirements than traditional applicants. The original one-page document contained valuable information but presented it in a static format that required visitors to do most of the work.

The project challenged me to answer several questions:

How can complex financial information feel approachable?

How can trust be established quickly?

How can the experience naturally lead users toward requesting a consultation instead of overwhelming them with information?

I approached the redesign as both a UX and marketing exercise.

Instead of treating the page as a digital brochure, I structured it as a conversion funnel.

Key design decisions included:

Leading with a clear value proposition for self-employed borrowers.

Breaking complex qualification information into digestible content blocks.

Using visual hierarchy to improve scanning and readability.

Introducing strategic calls to action throughout the experience rather than only at the bottom of the page.

Designing a simplified consultation form to reduce friction at the point of conversion.

Creating responsive layouts that support both desktop and mobile viewing.

The final concept demonstrates how a traditional marketing asset can evolve into a modern digital experience focused on engagement and conversion.

By reorganizing content around user intent instead of document structure, the redesign creates a clearer path from discovery to consultation. Visitors are introduced to the service through concise messaging, guided through the qualification process with digestible information, and encouraged to take the next step through strategically placed calls to action.

Although this was a concept project, it reflects my approach to designing marketing experiences that balance business objectives with user needs.

UX strategy

Information architecture

Landing page design

Conversion-focused content hierarchy

Lead capture experience

Responsive interface concepts

Interactive Figma prototype