The Mortgage Capacity Report Co helps individuals going through separation by providing court-ready documentation. Their reports give courts the financial clarity needed to make fair settlement decisions. It's sensitive, high-stakes work — and the team take it seriously.
MCR wanted to grow their online presence. More of the right people needed to find them at the right moment. But when it came to understanding what was actually working, the picture was fragmented. SEO performance data sat in Google Search Console. Website visits lived in Google Analytics. And the keyword gaps they needed to target? Those were only available through expensive third-party subscriptions none of the team had time to learn.
The result was a common pattern: three separate tools, three separate logins, and no single view that told the team what to focus on next. Content decisions were based on instinct rather than evidence, and the team had no way to tell whether a blog post had moved the needle until weeks later — if at all.
The Challenge
MCR's team are specialists in financial reporting, not data platforms. They wanted to be data-led — the ambition was there — but upskilling on GA4, Search Console, and keyword research tools wasn't a realistic use of their time. Every hour spent wrestling with dashboards was an hour not spent helping clients with high-quality reports.
The priority was clear: the team didn't need more data. They needed the right data, in one place, in language they already understood. We ranked this as the highest-impact move because it would unblock everything else — content planning, SEO targeting, and the team's confidence in their own marketing decisions.
What We Did
The Hypothesis
Because the team were keen to act on data but the main barrier was access and comprehension, we believed that unifying their search, analytics, and advertising data into a single dashboard with plain-language terminology would shift content decisions from guesswork to evidence — measured by team confidence scores and content performance within 4 weeks of launch.
Approach
We built a custom analytics portal that combined Google Search Console, Google Analytics, and Google Ads data into a single view. Rather than replicating the complexity of enterprise SEO tools, we designed the dashboard around the questions MCR's team actually needed to answer: which pages are performing, where are the gaps, and what should we write next?
A key part of the build was translating technical metrics into language the team could use immediately. We introduced custom terminology throughout the dashboard so that a new joiner would understand exactly what "impressions" meant in the context of MCR's business — no Googling required. The goal wasn't to make the team into SEO experts. It was to give them enough clarity to make confident decisions about their content.
Key Deliverables
- Unified analytics dashboard combining GSC, GA4, and Google Ads data in a single portal
- Custom terminology layer translating technical metrics into plain-language labels
- Page performance views showing which content is working and where the gaps are
- Keyword opportunity tracking without the need for expensive third-party subscriptions
- Onboarding walkthrough so new team members can use the dashboard from day one
The Results
| Metric | Before | After |
|---|---|---|
| Data sources | 3 separate tools | 1 unified dashboard |
| Page-one blog posts | Unmeasured | 5 posts ranking page one |
| Team confidence in data decisions | Low — decisions based on instinct | 95% confidence (team survey) |
The most visible shift was in how the team approached content. Before the dashboard, blog topics were chosen based on gut feel — the team would write what seemed right and hope it landed. Now, every piece of content starts with a look at the data: what are people searching for, where are the gaps, and which pages are already close to ranking.
The result is content that's more focused and more effective. Five blog posts have reached page one of Google since the dashboard went live. More importantly, the time the team spends writing is spent on the right topics — opportunities backed by evidence, not educated guesses.
In Their Words
"Having everything in one place saves us time each week. I feel like I'm making decisions backed by data, not spending hours writing blogs I can't be sure anyone will read or get value from."
— Clementine, Director, The Mortgage Capacity Report Co
What Came Next
With the dashboard live and the team using it weekly, the engagement shifted into embed mode. We documented the dashboard, walked the team through how to read each view, and set up a light review cadence to make sure the data stayed actionable as the business grew.
The analytics work also surfaced a natural next step. Now that MCR could see which content was working and which pages were underperforming, the conversation moved to conversion: how do we turn this traffic into enquiries? That opens the door to CRO-focused web improvements — the kind of adjacent opportunity that PROVE is designed to reveal.
Powered by the PROVE Framework
| Phase | Summary |
|---|---|
| P — Profile | Map what's actually happening. Establish the baseline. |
| R — Rank | Prioritise by impact, confidence, and effort. Fix the right thing first. |
| O — Outline | Write testable hypotheses. Define success before building. |
| V — Validate | Implement, measure, and find out if you were right. |
| E — Embed | Document, hand over, and feed learnings into the next cycle. |