Emma Mortgages websites
Wow, what can I say about the service I have received from David at Glued. He is fantastic at what he does, I originally asked him to design, my website, branding and logo when I first started my company a couple of years ago, he listened to my ideas we discussed my business and how I like to interact with clients, and what he created was amazing and I seen my vision coming to life. I recent contacted David again, due to my business growing, I wanted to update my website to focus more on google searches and AI interactions. David again took some of my ideas and gave loads of input and advice around how best to update my website, but still keeping my brand, and a personal touch throughout. He came up with ideas around location pages, tips and advice sections and made the website look so much more interactive and modern and I love it. David has so much patience I am not very good with technology and he would arrange Teams calls to help and explain and we would work through things together. I would highly recommend David and Glued and will continue to work with them for all my website and branding needs." Emma Williams, Emma Mortgages
Context: Glued originally designed and built the Emma Mortgages website, creating a strong digital foundation that reflected the brand’s approachable and expert-led service. Changes in user behaviour, search engine expectations, and the emergence of AI-driven search meant the site needed to evolve to remain competitive. Rather than a complete rebuild, the focus was on refining and enhancing, ensuring it continued to perform as an effective growth tool while keeping pace with modern search and usability standards.
The requirements: The project centred on evolving the existing website to improve its visibility, usability, and performance. A key priority was strengthening SEO to ensure Emma Mortgages could rank more effectively in search, alongside structuring content in a way that is better understood by AI-driven search tools. It was also important to refine the user experience, making journeys clearer and more intuitive, while improving how services and expertise were communicated. The site needed to balance technical performance with maintaining the brand’s friendly, accessible tone, ensuring it continued to resonate with a wide range of users across all devices.
The outputs: Glued delivered a strategic evolution of the website, enhancing both its structure and content without losing the integrity of the original design. Improvements to site architecture and internal linking have strengthened SEO performance and created clearer pathways for users and search engines alike. Content was refined to improve clarity, relevance, and depth, helping it perform more effectively in both traditional search and AI-led discovery. The design was modernised subtly to improve readability and engagement, while a continued focus on mobile-first performance ensures a seamless experience across devices. Conversion journeys were also optimised, making it easier for users to take the next step.
The results: The updated website is now better positioned to perform in an evolving search landscape, with stronger SEO foundations and improved compatibility with AI-driven search. New content and pages focused on local towns helps give the site a better foundation in its local area. Users benefit from clearer journeys and more accessible content, resulting in a smoother and more engaging experience. Crucially, the site retains the personality and strengths of the original build while working harder to attract and convert visitors. This evolution provides Emma Mortgages with a future-ready platform that supports ongoing growth and adapts to the changing way people search and interact online.
Take a look at the website: www.emmamortgages.co.uk
