Sure, content is king, but that means precisely nothing if the funnel content isn't relevant. Content *relevance* is a key funnel commodity.
A funnel isn't a landing page, and it sure isn't a form. A funnel is a relevance-based journey, and you're only ever going to carry a mortgage client on that journey if where you take them speaks their language or is clearly focused on their core objectives.
That's where conditional functionality fits in, and the front page 'Switch' module is part of that.
How does it work?
Example: Most brokers target the flooded nurse, medico, and allied health space with their advertising. Others sensibly have an ad that promotes lender policy such as police or firies.
When a user submits a form on those positioned landing pages as part of positioned advertising (a 'declaration' or strong signal), we automatically action the Switch that swaps your front page out for another. Why? It supports your positioned claim, and - along with other conditional content - maintains *relevance*. The net result is that we maintain a digital dialogue that speaks in the language of the borrower, and we support our claimed market position.
(A conditional signal can come from one of a hundred sources, but a form is reliable).
Large amounts of website and/or funnel content changes when a user has given us strong signals, but that's another story. The primary front page of our own broker website framework has several billion variations based on resolved borrowing objective. No experience is ever the same, and no content is ever the same (videos are also conditional... again, another story).
A funnel carves out a pathway predicated on relevance, and what I've just described is just a small part of that.
Have your web guys introduce this turnkey experience, and ensure that it is integrated with landing pages - this is a funnel imperative.
If and when your web guys tell you that what I've described can't be done, call me.
