Debbie Cooley Mortgage, a New Port Richey, Florida branch of Innovative Mortgage Services, Inc., is the practice of Debbie Cooley, licensed since 1984. We moved her site off WordPress and built the new mortgage broker website design around her niches: 17 city pages, reverse mortgage and divorce refinance tools, an admin portal for her leads and a Content Studio.
Debbie Cooley has originated mortgages for more than 40 years and is a three-time past president of the Gulf Coast Chapter of the Florida Association of Mortgage Professionals. Her practice, Debbie Cooley Mortgage (branch NMLS 836635; Debbie's NMLS 210817), is a branch of Innovative Mortgage Services, Inc. (NMLS 250769) serving Pasco, Pinellas and Hillsborough counties. Her mortgage broker website design had to reach homeowners 62 and up, the financial planners who advise them, and first-time buyers.
Debbie's site ran on WordPress, while her marketing plan targets homeowners 62 and up, financial planners whose clients may outlive their investments, and bankers who cannot offer reverse mortgages.
The plan: move from WordPress to a static site with redirects for the old URLs, build tools and guides for her niches, add city pages, and give her an admin portal.
A 79-page static site that presents Debbie as a Florida mortgage broker for life, from first home through reverse mortgage.
Interactive tools and gated guides built for her niches, each feeding her admin portal.
A back office on its own private web address, and the reference build every other WES admin portal descends from.
A full review of the site for the parent brokerage's compliance department, delivered at launch.
A content plan and publishing hub on its own private web address, live since Oct 2, 2026.
A scored SEO audit with same-day fixes, the start of WES's 90-day SEO program.
The compliance review's one material finding was how the licensed entity was identified. We corrected every surface (header, footer, about page, disclaimer, both PDFs, llms.txt and structured data) to name Debbie Cooley Mortgage as a branch of Innovative Mortgage Services, Inc., the same day.
After Debbie's feedback, we redesigned all 7 loan-program pages so the key facts can be scanned, with split heroes and clear calls to action.
We built a Refinancing During Divorce questionnaire that produces a financial inventory report, plus a 10-question Reverse Mortgage Reality Check. Each completed one lands in its own view in her admin portal.
17 city landing pages carry local references, a city FAQ and FAQPage structured data, and the September SEO pass added FinancialService schema naming each city as the service area.
We migrated 30 blog posts and set redirects for the old WordPress URLs, so existing links keep working.
The site and her admin portal launched on May 23, 2026, the same day we delivered the compliance review to Innovative Mortgage's compliance department and fixed its one material finding. In September, our SEO review shipped 10 fixes and moved the site's WES SEO audit score from 74 to 94 out of 100, with the biggest gains in structured data and meta tags.
The Content Studio went live on Oct 2, 2026 and published its first blog to her site on Oct 12. There are no traffic or lead totals to report yet. What we watch next: search visibility for the 17 city pages, and how many quiz results, divorce inventories and guide requests reach her admin portal.
The SEO score comes from WES's scored audit (out of 100), measured on the live site before and after the Sept 10, 2026 fixes; the page count comes from the May 2026 compliance review.
Yes. We brought Debbie's 30 blog posts across, set redirects for the old WordPress URLs, and built out a 79-page site with city pages and tools.
We did for Debbie. We reviewed all 79 pages, the PDFs and the calculators against SAFE Act and NMLS, Reg Z, ECOA and Fair Housing, HUD HECM and Florida OFR rules, corrected three items the same day, and referred one judgment call to her parent brokerage's compliance office, which has the final say.
Into her admin portal, which has its own views for calculator and quiz results, guide requests and divorce inventories, alongside the inbox and leads pipeline.
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Tell us about your business and where your leads come from today. We will show you what we would build, and what we would keep.