Westpac Australia

Re-imagining the home loan journey

  • Content Audit
  • Content Strategy
  • UX writing
  • Writing direction
  • Tone Of Voice
  • SEO Writing


The battle for the home loans dollar is fiercely competitive amongst Australian banks. Westpac Australia were being out ranked by the larger-spending Commonwealth Bank. They needed to overhaul their Home Loans section and, in doing so, significantly improve optimisation.


Westpac Australia partnered with BOW to re-imagine what the home loans section of the Westpac.com.au could be. The Big on Writing team worked with Westpac's specialists to create a new UX on page experience for customers and completely refreshing the rich article content that supported Westpac’s product suite. 

BOW’s deep 'page interrogation’ content audit process was applied to every article page; each was optimised to be relevant and meaningful and answered search intent. In the process we aligned Westpac’s Tone of Voice across the home loans section, so it read seamlessly. This project was done at pace, through Covid (so all remotely) drawing on 8 Big On Writing website content writers, 2 content SEO specialists, a Writing Director and Digital Account Director.


Westpac Australia outranked even the Australian government in search, with a significant increase of up to 70.2% in click engagement with articles from organic Google search.

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