Buy to Let Helper only makes money when a visitor take out a mortgage as a direct result of requesting a mortgage quotation through the site. This clear goal is balanced by the need for useful content on the site, which is essential both to reassure the visitor that this is a site worthy of his time, and also to help in the quest for decent search engine rankings.

The final design focuses on the things that are of interest to the visitor, and will make money for the business (thankfully, as with most good business ideas, these two are in alignment). A deliberately simple site structure and navigation make it easy for the two most important types of visitor — humans, and search engine bots — to get around easily.