A site rebuilt around how people actually borrow, with leads to match

Angel Oak — the redesign · 01

A mobile-first homepage built to serve both traditional and non-traditional borrowers.01 / 05

the brief.

Angel Oak Home Loans serves borrowers most lenders' websites ignore (self-employed applicants, investors, foreign nationals) through a portfolio of non-QM mortgage products. The opportunity was real; the digital front door wasn't built to capture it.

Their previous site was technically outdated and hard to update, poorly optimized for the mortgage keywords that matter, disjointed for both traditional and non-traditional borrowers, and unable to support marketing campaigns. Every one of those is a leak in the funnel.

the challenge.

The hard part wasn't a redesign: it was making one site serve two very different borrowers without confusing either, while fixing a technical foundation that search engines couldn't read and marketing couldn't use. The site had to rank, convert, and keep up with campaigns the team would launch on their own.

Angel Oak — before & after · 02

Out with the dated template, in with a branded, structured experience.02 / 05

the process.

We worked with Angel Oak's team to align the experience with both traditional and underserved borrowers, then partnered with Flywheel Digital on the technical SEO foundation: clean URL architecture and internal linking, meta optimization and schema markup, and a custom branch locator keyed to area code. The build ran on Webflow for speed, responsiveness, and the security and easy content management the team needed to own it after handoff.

the solution.

a site borrowers and search engines both understand.

The new Webflow build loads fast, reads cleanly to search, and lets Angel Oak update and manage content without a developer, closing the gaps that had made the old site invisible and inert.

a landing-page engine for campaigns.

We built a no-code landing page generator so the team can launch paid social and Facebook campaigns instantly, with every page aligned to the same SEO standards as the core site, turning the website from a static asset into a campaign platform.

Angel Oak — the landing page engine · 03

A no-code engine. Built for campaigns.

A landing page generator lets Angel Oak launch Facebook and paid social campaigns instantly: each page aligned to SEO landing-page standards, without waiting on a developer.

One template, endless campaigns: each one on-brand and SEO-ready.03 / 05

Angel Oak — find an advisor · 04

A custom branch locator connects borrowers to a licensed advisor by area code.04 / 05

the outcome.

The redesign was built to convert, and it did: a 40% increase in organic leads within the first 30 days of launch.

Angel Oak — the proof · 05

40%

more organic leads. Within 30 days of launch.

A user-first, SEO-optimized redesign that moved the growth needle fast.05 / 05

I don't know if I could be happier with how this turned out. I am so thankful that Webflow and the Power Shifter team were able to help us modernize our website. [...] The Power Shifter team are absolute professionals and Webflow will be doing any company a huge favour if they continue referring them.