Overview
Lending, minus the jargon.
Harbourline offers flexible business loans, but their site read like a compliance manual. Traffic was healthy; applications were not. My brief: rewrite seven core pages so a time-poor founder could understand the offer in one scroll.
Through rigorous craftsmanship, each page was rebuilt around a single job — headline, proof, objection handling, application. The result reads like advice from a sharp friend, not a bank.
Clarity is the highest-converting feature a finance site can ship.
The challenge
Three loan products with overlapping names, a 2,000-word homepage, and an application form nobody finished. Prospects bounced between pages comparing terms they couldn't decode.
The approach
Customer-call mining surfaced the real questions. I renamed nothing legally binding but reframed everything: one page per product, plain-English explainers, and proof placed where doubts surfaced.
Outcome
What the rewrite delivered.
- Homepage cut from 2,000 words to 700 — every remaining line tied to a customer question.
- One page per loan product with plain-English comparisons the support team now links to daily.
- Application-page copy rewritten around reassurance; drop-off complaints fell in support tickets.
- A reusable voice cheat-sheet so Harbourline's team writes consistently without me.
