Case Study: Driving High-Intent Leads
for Friends Capital

In 2025, Storyboard Digital partnered with Friends Capital, a leading UK mortgage and protection specialist, to transform their online presence from a traditional brochure site into a high-performance lead-generation engine.

The Challenge: Beyond the Simple "Contact Us" Form

Friends Capital offers a vast range of services, from First-Time Buyer mortgages and Equity Release to Specialist Lending for those with bad credit or self-employed status. Their previous digital approach treated every visitor the same, often losing potential clients in a maze of information or through overly long, generic contact forms that deterred busy users.

They needed a platform that could:

  1. Qualify visitors based on their specific financial needs.
  2. Capture "warm" leads by making the enquiry process intuitive.
  3. Automate lead nurturing to ensure no potential client was left waiting.

The Solution: The "Intelligent Enquiry" Ecosystem

Storyboard Digital designed and launched a bespoke website built around the user journey. The core of this transformation was the implementation of Service-Specific Multi-Step Forms.

  • Tailored User Journeys: Instead of one-size-fits-all forms, we built interactive, multi-step pathways for each primary service (e.g., Remortgaging vs. Life Insurance). This reduced "form fatigue" by only asking for relevant details one step at a time.
  • Warm Lead Qualification: By the time a user completes a form, the advisers at Friends Capital already know their enquiry type, mortgage goals, and basic financial standing, allowing for a much more productive initial consultation.
  • Seamless CRM Integration: We connected the website directly to Friends Capital’s CRM system. Every enquiry is now automatically logged and assigned, triggering immediate nurturing workflows that keep the client engaged from the moment they click "submit."

The Results: Efficiency and Trust at Scale

The new platform has redefined how Friends Capital interacts with the UK mortgage market.

  • Higher Lead Quality: The multi-step forms act as a natural filter, ensuring that the leads reaching the advisers are "warm" and highly intent.
  • Operational Excellence: Automated CRM syncing has eliminated manual data entry, allowing the Sheffield-based team to focus on what they do best: expert financial advice.
  • Enhanced Credibility: With a modern, sleek interface and integrated 4.9-star Google Review social proof, the site immediately builds the trust necessary for high-value financial transactions.

Executive Summary

Bespoke Multi-Step Forms

Higher conversion rates through tailored qualification.

CRM Connectivity

Real-time lead syncing for faster follow-ups.

Service Specialisation

Clear pathways for Mortgages, Protection, and Specialist Loans.

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Inspired by this Transformation?

A website should be more than a digital business card; it should be your most effective salesperson. At Storyboard Digital, we specialise in creating high-converting ecosystems that connect you with your ideal clients through intelligent design and seamless automation.

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