WELND: a finance website with a private debt test and calculators

We built a nine-question debt test with no credit check, no email and nothing submitted. We also added a home page that answers common beliefs about debt before it asks for anything.

The business

WELND, which writes its name WeL'nd, is a finance and mortgage brokerage based in Port Melbourne that works with clients across Australia. It specialises in the hard situations: ATO and tax debt, trading debt and the unsecured balances that build up quietly. It also arranges home loans, business finance and car and asset finance. The home page says it draws on a panel of more than forty lenders, and it is a member of the FBAA with external dispute resolution through AFCA.

The brief

People carrying more debt than they can see a way out of are wary of forms, credit checks and sales calls. The site needed to explain each situation in plain words, show what is and is not possible before anyone asks for details, and offer a first step that asks for nothing.

It also had to present a broad lending business without burying the debt work that sets WELND apart, and give the brokerage's Meta ads a clear page to land on.

Four lending menus

The header carries six menus: Debt Solutions, Home Loans, Business, Car and Asset, Calculators and Company, with a phone button and Talk to a broker on the right and the email address and phone number in a slim bar above. Debt Solutions opens on 17 pages in three groups: tax and ATO debt, business obligations, and personal and unsecured debt. The three situations people call about most are picked out in colour, and a card beside the lists offers the 60-second debt test.

51 lending pages that explain before they ask

Each lending page opens with a breadcrumb, the situation in a large serif headline, a short plain description and two buttons: Talk to a broker and the phone number. The ATO debt consolidation page then lists who it helps, sets out three moves from the first conversation to submission, explains what the product is and what it is not, and works through how the debt grows, how lenders assess it and when consolidation is the wrong answer. A calculator lets the visitor try their own figures, and twelve questions people actually ask close the page, with related services and guides beneath.

A first step that asks for nothing

The 60-second debt test asks nine questions, with no credit check and no email address. The page says the answers stay in the browser and nothing is submitted, and that the verdict includes the case where consolidation does not help. Ten calculators sit under their own menu, from debt consolidation and ATO debt to borrowing power, offset accounts and stamp duty, and each one states what it assumes and that the result is indicative only.

A home page that answers doubts first

After the opening, the home page lists the three situations people call about most, then six things people believe about debt that are not true, each crossed out and answered in a few sentences. An illustrated example shows seven separate repayments becoming one, clearly labelled as illustrative and not an offer of credit. The home page calculator follows, and it says plainly that it will show when consolidating would cost more over the full term rather than less.

38 guides and 48 location pages

The guides cover home loans and credit, business finance, debt consolidation, and ATO and tax debt, each with a reading time. One of them, written by the head broker, explains when debt consolidation is a bad idea. The location pages cover every state and territory and 40 cities and suburbs, and the Melbourne page describes the brokerage's home ground in Port Melbourne and the areas it knows best.

Built for phones

On a phone, the header shrinks to the brand mark, a phone button and the menu. The first screen keeps the headline, the plain description and the debt test button above the phone number, with the note that the test needs no credit check and no email.

Once the visitor scrolls, a dark bar fixes to the bottom of the screen with a Call button and a Send it button that opens the contact page, and an Ask us button sits just above it.

What it connects to

WELND's Meta ads reach people who are not yet searching for a broker, and this site is where they land. The debt test, the calculators and the guides let a visitor understand their position first, and a broker or a phone call is one tap away when they are ready.

The WELND campaign case study covers the advertising side. For a finance or broking business that needs to explain hard things clearly, see our website design services and marketing for finance brokers.