Citi’s Mortage.com
Led the content strategy for Citi Bank’s Mortgage.com—a non-branded, education-first digital hub designed to drive lead generation and guide homebuyers through every step of the homebuying journey.
From concept to launch, I partnered closely with SEO, UX, design, and development to shape the site’s structure and voice. The result was a strategic, high-performing content ecosystem that positioned Citi as a trusted resource for home-buying education.
Content Strategy Key Pillars
Clear Educational Focus
The site positions itself as a non-branded, education-first platform, offering resources like step-by-step guides for first-time buyers, mortgage calculators, and detailed explanations of various loan types. This approach aims to inform users and guide them through the homeownership process.
User-Centric Tools
Interactive tools such as affordability calculators, mortgage estimators, and cost-of-living comparisons are prominently featured, enabling users to make informed financial decisions tailored to their circumstances.
Structured Navigation
The homepage is organized into top trending search categories—Home Buying, Home Loans, Refinancing, Mortgage Rates, and Calculators—facilitating easy access to relevant information.
Professional Guidance Access
Users are encouraged to connect with Citi mortgage specialists, blending digital resources with personalized support.
Press
HousingWire: Citi looks to grow market share with mortgage.com platform
The company wants to be No. 1 in organic home-buying search in 6 months.