Redesigning Police Mortgages — A Clearer Path To Conversion

The Challenge

When I first looked at the Police Mortgages site, it was immediately clear: users couldn’t find what they were there for.

There were no clear CTAs, mobile navigation was clunky, and the structure made it hard for users to know where to start or how to make an enquiry. This was especially critical because their audience—UK police officers—often access information on the go.

What I Did

I redesigned the site from the ground up to prioritise:

• Mobile-first navigation

• Clear, persistent CTAs (like “Get a Mortgage Quote”)

• Straightforward content layout, with key information surfaced early

I also used analytics and heatmap data to identify drop-off points and pain areas. This helped shape how information was grouped and where attention-grabbing sections were placed.

The new design featured:

• A simplified homepage flow with direct callouts to mortgage types

• Refreshed typography and visual hierarchy for easy scanning

• A sticky button for quick quote access, especially on mobile

The Result

Within a few weeks of launch, the site saw:

• 5x increase in mobile traffic

• Longer session durations

• More enquiries submitted directly via the homepage

The new design didn’t just look better—it made the site useful. It gave users what they needed with fewer clicks and clearer messaging.

Takeaway

This redesign is a good reminder that small structural decisions—like adding a sticky CTA or reordering sections—can have a measurable business impact. It’s not always about big design changes. It’s about clarity.