A smaller, intentional page estate
Consumer and business hubs route people to distinct car, personal, boat, motorbike, vehicle, truck and equipment journeys. Unsupported city and guide pages were consolidated instead of multiplied.
Selected work / RateSmart Finance
Finance confidence,
made visible.
RateSmart had strong client feedback and an experienced broker. The digital experience needed to make that trust verifiable, clarify the finance journey and work nationally without pretending the Melbourne office was a branch network.
ratesmartfinance.com.au
ClientRateSmart Finance
SectorFinance brokerage
Service areaAustralia-wide
ScopeUX · Content · Search · Enquiries
The brief / 01
Remove doubt before asking for personal details.
The previous site repeated broad promises, mixed consumer and business intent, and leaned heavily on Melbourne despite serving customers by phone and online. The enquiry path competed with long pages and the public proof—broker identity, licence details, lender-panel context and Google reviews—was fragmented.
We kept RateSmart's recognisable blue identity, then rebuilt the information architecture and language around the decisions a finance customer actually needs to make: what they want to finance, what a lender may assess, what costs belong in the comparison and what happens after an enquiry.
The system / 02
One public journey.
Four connected layers.
Trust people can verify
The site names the broker, legal entity, ABN, credit licence and representative number, then links to public business, licence, review and broker sources.
Search and AI-readable evidence
Canonical metadata, structured entities, clean crawl controls, a curated sitemap, machine-readable business facts and explicit source citations describe the same business consistently.
Enquiries without unnecessary infrastructure
A guided form carries the finance type and amount into an emailed enquiry, with validation and a phone fallback. The public project does not need a customer database to perform that job.
Organic-search asset / 03
Useful rate context without an invented “rate from”.
Search demand showed people looking for business vehicle, truck, equipment and machinery finance rates. Publishing a generic panel range would have been easy and difficult to substantiate. We built an evergreen alternative using current Reserve Bank of Australia business-lending benchmarks and a calculator that compares two written business quotes by rate, term, fees and balloon.
Every figure is dated and linked to its source. The numeric benchmark automatically disappears when its review date passes, so stale information cannot remain labelled as current.
Explore the evidence-led rate tool ↗Verification / 04
Trust also has to survive the release.
The release checks public routes, canonical origins, redirects, crawl controls, internal links, structured data, enquiry boundaries, responsive layout and accessibility. Claims below describe the verified system, not projected marketing outcomes.
- 17
- curated indexable URLs
- 231
- live release checks
- 475
- unit tests across the public system
- 15
- routes in the accessibility audit
Build the next useful thing
Need a website that carries its own evidence?
We connect positioning, public proof, search foundations and the working enquiry path—without adding infrastructure the job does not need.
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