graphic of USA Mortgage brand and logo with a house in the background graphic of USA Mortgage brand logo square

USA Mortgage

The largest mortgage lender in their metropolitan region, this company sought to completely overhaul their website…

Driven by the continued success of their customer relationships, employee-owned USA Mortgage reached out to Dovetail to rethink their online experience.
USA Mortgage - The Home of Possibility logo wide

The Home of Possibility

First, Dovetail worked on defining their brand promise, establishing USA Mortgage as “The Home of Possibility.”
From there, the heavy lifting began on the website, with three major goals in mind:

Lead generation, capture and distribution

Recruitment of mortgage loan originators

Search engine optimization (SEO)

Dovetail started by reimagining the entire UX of the site from an SEO perspective, asking the questions that would fulfill the goals.

The answer was to design a site focused on the audience first – a site that would take the customer on one of two main journeys: buying a home or refinancing a home. Eliminating the usual industry jargon or a sales-only approach, Dovetail’s reimagined experience allows visitors to self-identify which target audience they fall into, and provides relevant content from there.

The clean, intuitive design paired with the extensive technology and content offerings provide a comprehensive source of expert information for USA Mortgage customers and partners alike. With detailed loan information, along with bright pops of color and SEO-driven UX, the new USA Mortgage website is an easy-to-use tool that helps customers find the loan, rate, MLO and branch information they are looking for, whether on mobile or desktop.


Additional Brand Studies

We believe every brand has ownable positioning, even if it doesn’t seem obvious.
Below are more of our selected brands reimagined for future success.