Website
ribbonhome.com
Results
Full lending platform relaunch delivered
Growth
SEO-ready foundation launched
Niche:
Mortgage Lender
The Problem
In 2025, Hurst Lending acquired Ribbon Home, a nationally recognised cash-offer and alternative home finance business originally established in New York City.
The acquisition created a clear opportunity to refresh the brand, realign the product messaging, and rebuild the digital platform to support Hurst Lending’s long-term growth strategy.
Ribbon Home needed a modern website built specifically for the mortgage and lending industry — one that could clearly communicate complex products, integrate with Hurst Lending’s internal systems, and provide a scalable foundation for national SEO and marketing.
This wasn’t a simple redesign.
It was a full platform rebuild led by a lender web design agency with deep finance-sector experience.
The Challenge
Ribbon Home was acquired with an existing website in place, but the platform was no longer fit for its new role within the Hurst Lending group.
The previous site:
- Was built on Webflow, limiting flexibility for large-scale content updates and SEO growth
- Reflected an earlier product use case, requiring significant content restructuring and repositioning
- Was integrated with HubSpot, while Hurst Lending’s internal teams operate using Zoho crm.
To support the acquisition properly, the site needed more than a refresh — it needed a new technical and content foundation.
Key challenges included:
- Refreshing and repositioning a nationally recognised lending brand post-acquisition
- Migrating the website from Webflow to WordPress for scalability and control
- Updating and expanding content to clearly explain cash offers, bridge loans, and alternative home finance products
- Replacing HubSpot with a mortgage lending CRM aligned to Hurst Lending’s Zoho-based workflows
- Preserving trust, usability, and SEO equity during migration
- Implementing analytics correctly from day one to track leads, performance, and ROI
- Building an SEO framework capable of supporting future state-based and product-led growth
With a live relaunch deadline and multiple stakeholders involved, execution had to be accurate, coordinated, and compliant.
The Solution
Plumtree SEO delivered an end-to-end digital rollout designed specifically for mortgage lenders and finance companies.
Web Design for the Lending Industry
*Screenshot from the ribbon home website
- Designed and developed a new WordPress website tailored to mortgage and alternative lending audiences
- Built with clarity, trust signals, and conversion-focused UX
- Structured to support long-form product education, compliance-friendly layouts, and future expansion
- Delivered as part of a full mortgage lender web design service, not a generic website build
Brand & Graphic Design Support
*Graphic design of a comparison table
- Refined and implemented brand-consistent logo usage, visual identity, and on-site graphics
- Designed custom site graphics, icons, and visual elements to support complex financial concepts
- Created professional, on-brand PDF assets for product explainers, downloads, and lender-facing materials
CRM Integration for Finance Companies
*Zapier screen shot from the integration
- Migrated all website integrations from HubSpot to Zoho, aligning with Hurst Lending’s internal systems
- Implemented a clean, reliable CRM for a finance company, ensuring all enquiries flowed directly into sales pipelines
- Improved lead visibility, follow-up speed, and internal reporting across teams
- Integrated Mailchimp for marketing communications, lead nurturing, and customer updates
- Used Zapier to automate data flows between the website, CRM, and marketing tools, reducing manual handling and errors
Analytics & Tracking Setup
*Screen shot from analytics
- Implemented GA4, Google Tag Manager, and conversion tracking as part of Plumtree SEO’s Google Analytics consulting services
- Configured event tracking for key actions such as form submissions and high-intent page interactions
- Delivered reliable, decision-ready data for marketing and leadership teams
SEO Foundation & Site Architecture
- Built a clear site structure around buyer intent and core loan products
- Implemented SEO best practices from launch, including clean URLs, internal linking, metadata, and schema-ready structure
- Positioned the site to scale nationally across cash offers, bridge loans, and alternative mortgage programs
Launch & Ongoing Support
- Managed the full migration from Webflow to WordPress
- Supported the live relaunch and post-launch QA
- Provided ongoing SEO and performance support to maintain momentum after launch
The Results
Although the site has only recently gone live, the project delivered immediate operational and strategic wins:
- Ribbon Home successfully relaunched under the Hurst Lending brand
- A modern, scalable WordPress platform purpose-built for mortgage lenders
- Website, CRM, and analytics fully integrated from day one
- Sales teams now receive structured, trackable leads through Zoho
- A strong SEO foundation in place for long-term organic growth
Most importantly, Ribbon Home now has a digital platform that reflects the credibility, scale, and ambition of a national lending brand.
This work builds on Plumtree SEO’s wider experience in financial services.
You can also read more about the Hurst Lending project here.
Business Impact
- Faster and more reliable lead handling
- Clearer product messaging for borrowers, partners, and investors
- Accurate analytics to support growth decisions
- A scalable platform ready for national SEO and marketing campaigns
Client Feedback
