Innovative Mortgage Services is a Lutz, Florida mortgage brokerage, licensed in 25 states, that recruits independent loan officers. We handled the mortgage website design and the move off Duda for its recruiting site, then replaced Memberspace with a private member portal and added a recruiting admin portal, a Content Studio and campaign email on the company's own AWS account.
Innovative Mortgage Services, Inc. (NMLS 250769) is a mortgage brokerage based in Lutz, Florida and licensed in 25 states. Its website exists to recruit independent loan officers, so this mortgage website design had to speak to originators weighing a move, not to home buyers. Its loan officers also use a members-only resource center for documents, training and announcements.
Innovative's recruiting site ran on Duda, and its members-only resources sat behind a separate tool, Memberspace. The goal was a faster, more flexible platform with better SEO, stronger lead tracking and protected member resources, without rewriting the company's copy.
We proposed moving every public page and indexed blog post from Duda to Vercel, refreshing the design from the approved homepage mockup, and replacing Memberspace with a private portal on its own database.
A 152-page site at launch, moved off Duda into the navy and green look of the approved mockup while keeping the company's own copy.
Public profiles for 65 loan officers, read live from the member portal.
A private portal at my.innovativemlo.com that replaced Memberspace for the company's loan officers.
A back office on its own private web address where the recruiting team tracks, assigns and follows up loan officer leads.
A content plan and publishing hub on its own private web address, built from the site's own search data.
Marketing email built on Innovative's own Amazon SES account and set up as infrastructure as code.
Every page was built from a page-by-page word-for-word extraction of the old site (27 public and 22 member pages), while the look came from the approved mockup.
We recovered documents and training videos from the Duda export and Duda's retired file servers, then re-hosted them. Today 43 documents sit in private storage behind sign-in, 13 of them recovered from Duda, and 11 videos play inline from Cloudflare Stream.
Directory profiles read live from the member portal, so a loan officer's listing updates in one place. Visitors can call an originator or send a message through a private relay with reCAPTCHA, rate limits and a confirmation email.
Campaign email is built on Innovative's own Amazon SES from a CloudFormation template and sends from a separate subdomain, so campaigns stay apart from everyday company email. We rebuilt the audience from real engagement instead of raw list size.
Our August audit found that about a quarter of post-launch sessions were automated traffic that never converted, so we report on US visits. Every form also records the visitor's first traffic source, and it captured a real source on 16 of 16 leads in its first two weeks.
The new site turns more of its visitors into leads. Our August 2026 audit put the share of visits ending in a form submission at 0.88% over the 90 days to Aug 11, 80 of them on the old Duda site, and at 1.89% of US visits in the new site's first 25 days. The MLO directory has become the strongest converter on the site: 17% of visits to a loan officer's profile end in a call or email click.
We review the account every two weeks in a written marketing audit. Leads land in the admin portal with their traffic source attached, and in the October 20 audit every new lead from the prior two weeks had been picked up by the recruiting team. What we watch next: whether the calculator and the directory keep producing recruiting leads, and how the first campaigns sent through the company's own email system perform.
Rates come from GA4 and the site's lead records, read in WES's marketing audits, which run every two weeks (August and October 2026); the post-launch rate uses US visits to exclude bot traffic.
Yes. Innovative's site kept its 105 blog posts at their original addresses, with 69 redirects for pages that changed. We also moved every file off Duda's servers so the old subscription can be canceled.
For Innovative it did. Members sign in with Google or email, new sign-ups wait for approval, and the hubs carry over all of the old Memberspace text and documents.
Innovative does. Campaign email is built on the company's own Amazon SES account from a CloudFormation template, and it sends from a separate subdomain to protect everyday company email.
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