Web design for a private lender in Toronto.
Company
Prudent Financial
Location
Industry
Scope
Platform
Built with WordPress
About the business
Prudent Financial is a family-owned private lender on Sheppard Avenue West in Toronto that has lent to Ontario homeowners and car owners since 1984, often to people the banks have turned down. We designed and built their WordPress site around one thing: getting a visitor from the first screen into a loan application without friction.
The application is a four-step form that adapts to the answers. Whether the applicant owns a home or a car decides which details it asks for, and someone who qualifies for neither is told so politely instead of being led on. It sits in the home page hero and on its own page, and around it are the car title loan and mortgage pages, a loan calculator, fourteen FAQs, the resources blog and the fine print on every page.
Project highlights
Website Design & Development
A clean, plain-spoken design in the company's green, built from scratch on WordPress.
Conditional Loan Application
A four-step application that changes with the answers: home or car, then the details that matter for each, and a polite decline for anyone who qualifies for neither.
Loan Calculator
Selling price, down payment, rate and years in, monthly payment out.
Loan Type Pages
Car title loans and mortgage loans, each with its own page and its own criteria.
Resources & Credit Guides
A resources blog, plus the ABCs of Credit and The Prudent Way, the company's guides for borrowers with weaker credit.
