Challenge

ANZ's commercial lending products weren't being found. The existing GoBiz page led with the sub-brand, but nobody outside ANZ knew what GoBiz was. Customers were searching for "unsecured business loans" and "business overdrafts" and finding competitors instead.

Heatmap analysis confirmed the problem: visitors weren't engaging with the brand-focused content. The user journey was confusing, with compliance information scattered throughout. Meanwhile, CommBank, NAB and Westpac had dedicated product pages ranking for the keywords ANZ was missing.

Process

I went beyond the original brief. Rather than optimising the existing page, I made a business case to senior stakeholders and the Head of Commercial Digital for creating 2 entirely new product pages.

My research covered:

• SEO keyword analysis identifying "unsecured business loans" and "unsecured business overdrafts" as highest-value targets

• Competitor benchmarking across the Big 4 banks

• Heatmap and user behaviour analysis proving the GoBiz brand wasn't resonating

• Conversion journey mapping showing friction points

I designed and wrote both pages from scratch. The structure reverse-engineered from SEO keywords: product benefits above the fold in scannable bullets, clear dual pathways for online and banker-assisted applications, compliance information positioned before conversion but not blocking the path, and comprehensive FAQs to capture long-tail search traffic.

I managed the full delivery: stakeholder alignment, legal and compliance approvals, and coordinating the publication runsheet with the squad

Outcome

• Both pages reached #1 in Google for their target keywords and have held those positions for 2+ years

• $500,000+ reduction in marketing spend within 12 months due to improved conversion efficiency

• Estimated $1.5-2M in organic search value over 2 years (based on equivalent CPC for commercial lending keywords)

• Created a reusable product page template adopted for subsequent GoBiz offerings