Almost every mortgage website is built from the same three moves. A photograph of a couple receiving keys. A row of numbers — years in business, families served, an average star rating. And a form, placed early and often, whose real function is to convert a visitor into a phone call before they have understood anything.
None of that helps the person reading it. A borrower arrives with one of about four questions — what would the payment be, how much can I defensibly spend, does refinancing pay for itself, is renting actually cheaper — and every one of those has an arithmetical answer that a website could simply give them. The industry’s habit is to withhold it, on the theory that a question left open is a lead.
So the brief was: give the answer first, show the working beside it, and let the form be the last thing on the page rather than the first. Everything else in this demonstration follows from that one decision, including the parts that look like aesthetics.
The consequence is uncomfortable and worth stating plainly. A site built this way has far less to boast about, because most of what a lender’s home page boasts about is either unverifiable (a rating), outside its control (a closing time), or a number it would rather you did not divide by anything (a volume claim). Take those away and you are left with the arithmetic, the rules the arithmetic follows, and an honest account of what you do not know. That turned out to be plenty.