Bluetrain


Client:First Foundation
Date:June 06, 2012

First Foundation

Overview
First Foundation started as an independent mortgage brokerage, helping Alberta home buyers and home owners get the best mortgage rates available from Canadian mortgage lenders. Today, First Foundation has diversified to offer Commercial, Home, and Auto Insurance, and will be expanding into Financial Services as well.

In any of its business lines, First Foundation is committed to the relationships they have built with Canadians, and have always strived to help people achieve homeownership in a financially secure manner.

In 2007, First Foundation recognized the business opportunity that existed for them online, and approached Bluetrain with the task of taking their business to the web.

Challenge
After a revamp to the old site, First Foundation tasked Bluetrain with increasing the amount of relevant traffic to the site and improving its conversion potential. First Foundation wanted to not only encourage Alberta home buyers and owners to visit the site, but also encourage them to take action once there.

Solution
Bluetrain set about optimizing the site with keywords crucial to the mortgage industry, and proposed new content based on competitively searched terms in order to drive relevant traffic to firstfoundation.ca. Next, Bluetrain began the ongoing process of link building that would help increase the site’s link power and highlight firstfoundation.ca as a website with authority online. Bluetrain also worked with First Foundation to develop new content pages that would not only appeal to very specific niches in the company’s target market, but also helped build First Foundation’s profile as a fresh, social participant in the online community.

Impact
Within the first two years of their SEO program, First Foundation had increased the number of site visitors per year by 1,780%, and converted a total of 671 visitors. Since 2007, First Foundation has continued to make SEO and online marketing a company priority and, as a result, continues to enjoy the benefits of online success.

“We’re tremendously pleased with the results we’ve achieved since working with Bluetrain. Thanks to Bluetrain’s expertise and effort, our website now directly accounts for over 50% of our new business.”
Gordon McCallum, President, First Foundation Inc.

“We have a strong partnership with First Foundation, because they are as focused as we are on achieving results and improving their website’s performance online. We know they’re always open to new ideas and will be excited to implement as quickly as possible to continue being a progressive leader online in their industry.”
Bryan Smith, President, Bluetrain Inc.