Professional marketing site and customer portal for a business finance firm.
YMYL content needs to be handled carefully: building bespoke ensures your website ranks
What did LOGIC Business Finance need?
A new business lender entering a crowded market, where trust is everything and confusion is the enemy.
LOGIC Business Finance offers short-term unsecured business loans to UK SMEs. Fixed term. Fixed rate. No jargon. For a business owner who needs quick access to funding – for cash flow, a tax bill, a growth opportunity, whatever it is – the offer is simple and the terms are clear.
The problem with launching a new lender is that the market is full of them, and most of them look and sound identical. Overpromising headlines, small print, aggressive urgency. Business owners have been burned before. They arrive sceptical.
The brief was to build a website that worked against that pattern – calm, transparent, professional – and made it as easy as possible for the right SME owner to understand the product and start an application without hesitation.
What the site needed to do:
- Establish LOGIC as a credible, trustworthy lender from day one with no track record to lean on
- Communicate a straightforward fixed-term, fixed-rate product clearly and without financial jargon
- Guide SME owners from landing to application with as little friction as possible
- Build strong SEO foundations for business loan and short-term finance search terms
- Convert visits into applications – not just traffic into awareness
Our approach
Project overview
A new build for a new brand. Discovery, messaging strategy, site architecture, design and a bespoke WordPress build – structured around one commercial objective: getting qualified SME owners into an application with confidence.
Discovery and messaging
- Audience defined as UK SME owners and decision-makers needing quick, predictable funding
- Core use cases mapped: cash flow, tax liabilities, debt repayment, marketing investment, short-term growth
- Messaging pillars built around simplicity, transparency, predictable repayments and speed of access
- Financial jargon removed at every stage – the product is simple and the site reflects that
Design
- Clean, uncluttered layouts that let the product terms do the talking
- Restrained colour palette and generous spacing to communicate stability and confidence
- No aggressive sales language – trust is built through clarity, not pressure
- Prominent calls to action throughout so users can start an application at any point
WordPress build
Bespoke build on our own custom starter theme. Fast, clean code with optimised assets and efficient caching – because a business owner applying for finance on their phone at 7am needs the site to load, not think about loading.
Purpose-built ACF content blocks give the LOGIC team full control over pages and content without developer support. The CMS is structured to support future marketing activity and feature expansion as the business grows.
SEO and content
Key pages built around search terms for business loans, short-term business finance and quick business funding. Benefit-led content, clear loan term explanations and FAQs work together to serve both the user and the search engine.
Meta titles, descriptions and internal linking planned from the start. The site launched with clean SEO foundations and an architecture designed for ongoing organic growth – not remedial work later.
Launching a new financial services brand?
If you are entering a competitive market and need a website that builds trust quickly and converts the right visitors into leads – we should talk.
Tell us what you are launching and we will tell you how we would approach it.
The results
This was a brand new site, so we had no previous benchmark comparisons.
94/100
Google PageSpeed score on mobile and desktop at launch
Clear
Jargon – every page is written for a business owner, not a financial services compliance team
100%
Of content manageable by the LOGIC team – no developer involvement needed for updates
Easy
Application journey from first visit to form submission – no unnecessary steps, no confusion
Ready
SEO foundations built in from launch – structured for organic growth in business loan search terms
Zilch
Third-party page builders or plugin frameworks – built entirely on our own custom theme
Technical details
WordPress theme
Built on our own bare-bones WordPress starter theme. No inherited styles, no third-party framework dependencies, no bloat. Before any design work goes in, we run the blank theme through Google PageSpeed Insights and aim for 100 out of 100 on both mobile and desktop. That discipline is what makes the performance scores possible.
Plugins
We keep third-party plugins to a minimum. This site uses ACF-powered content blocks edited in the Gutenberg editor. The default WordPress block library was disabled entirely – editors can only use the purpose-built blocks we created, which means every page is built consistently and on-brand regardless of who published it.
Performance
Optimised assets, efficient caching and minimal render-blocking resources throughout. Business loan applicants are often on mobile, often in a hurry, and often comparing multiple lenders in the same session. A slow site loses them before the product has a chance to win them.
SEO configuration
Page titles, meta descriptions and on-page structure configured throughout the build. Key pages built around business loan search terms from day one, with FAQs and structured content supporting both organic visibility and answer-engine signals. The site is ready for ongoing SEO investment without any remedial technical work first.
Why WordPress was the right platform for LOGIC Business Finance.
The business loan market is one of the most competitive spaces in UK search. You do not compete in it with a slow website and a template.
When someone searches for a short-term business loan, they are comparing multiple lenders in the same session. They are on their phone. They are pressed for time. They have probably been put off by small print somewhere else already. The site that loads fastest, explains the product most clearly and gets them into an application with the least friction wins.
That is not a branding problem. It is an engineering problem.
WordPress gave us the control to build a site that performs on all three fronts. Page speed is not something we optimise at the end – it is baked in from the blank theme. The content architecture was built around the search terms LOGIC needs to rank for, not designed first and SEO-retrofitted later. And the application journey was designed with the sceptical, time-poor SME owner in mind, not the person who has already decided to apply.
Drag-and-drop platforms would have given us a faster launch. They would also have given us a heavier site, less control over the page structure, and SEO foundations built on someone else’s assumptions about what a business loan page should look like.
For a new lender with no brand recognition and no existing customer base, every visitor who lands on the site is a cold lead. The website is the entire sales argument. It has to work.
