Loan consolidation —
Google Top 3.
In one of the most competitive sectors of the Belgian web, Ligne 1 fully supervised the WordPress redesign of credit-direct.be and led a 360° SEO strategy to win top positions on high-volume, high-commercial-value queries.
A Belgian credit player facing a ruthless market
Crédit Direct is a Belgian company specialising in loan buy-backs and loan consolidation. Its positioning: helping individuals who want to lighten their monthly repayments by consolidating their debts into a single loan at a reduced rate.
The problem: in this sector, the top Google results are occupied by major banks, national comparison sites and players with colossal advertising budgets. Crédit Direct's existing site was technically outdated — excessive loading times, no editorial architecture, duplicated tags, zero structured link building.
The mission entrusted to Ligne 1: rebuild the digital foundations and propel credit-direct.be to the decisive positions on high-conversion-potential keywords — where prospects are searching today to consolidate their loans.
An end-to-end mission — from wireframe to rankings
Ligne 1 did not step in on SEO only after the fact. We built the visibility strategy in from the very design of the new site, in close collaboration with ESI Informatique, the technical partner in charge of the WordPress development. Every architecture decision, every page template, every URL structure was validated from an SEO angle before being developed. This is what we call SEO by design.
SEO architecture from the wireframe stage
Definition of the site tree, thematic silos, canonical URLs and page hierarchy before any development. Each page targets a precise keyword cluster on loan consolidation in Belgium.
Technical optimisation & Core Web Vitals
Full audit of the WordPress technical stack: loading time optimisation, lazy loading, resource compression, LCP score under 2.5 s on mobile and desktop. Implementation of schema.org structured data (LocalBusiness, FAQPage, BreadcrumbList) to maximise presence in rich SERP results.
Editorial strategy & SEO content
Writing and optimisation of all pillar pages and target blog articles. Each piece of content is built around a precise search intent — informational, comparative or transactional — to cover the entire acquisition funnel.
Internal linking & link building
Implementation of a structured internal linking scheme that consolidates the authority of strategic pages. Targeted link-building campaign towards thematically relevant sources in the Belgian financial sector to strengthen Domain Rating and establish the domain's E-E-A-T credibility.
Monthly monitoring & ROI reporting
Custom dashboard tracking rankings on 80+ keywords, organic traffic evolution, conversion rate per page and acquisition cost compared with paid search (SEA). Monthly steering meeting to adapt the strategy to algorithm changes and emerging keyword opportunities.
Coordination with ESI Informatique
Direct interface between the SEO strategy and the ESI Informatique development team. Detailed technical briefings, code reviews for SEO compliance, migration validation and performance tests at every development sprint.
The results — in black and white
organic traffic growth in 12 months — from 480 to over 2,600 qualified monthly visitors
Google Belgium on "rachat de crédit", "regroupement de crédit Belgique" and 14 related keywords
qualified leads per month — prospects in the decision phase, ready to convert
acquisition cost vs. paid search (SEA) — the organic channel now generates more value at lower cost
Before Ligne 1
monthly organic visitors, mostly branded
average position on the target loan consolidation queries
qualified leads per month via the organic channel
Lighthouse performance score — slow site, penalised on mobile
After 12 months
monthly organic visitors — +450% pure growth
average position on high-volume strategic keywords
qualified leads per month — ×3 vs. the pre-intervention period
Lighthouse score — Core Web Vitals in the green, flawless mobile experience
What the client says
“We entrusted Ligne 1 with the complete supervision of our website redesign and our SEO strategy. The result is undeniable: we are now in the top 3 on our main keywords, where our competitors spend fortunes on advertising to appear. Nathalie and her team have a technical and strategic mastery of SEO that we have never encountered elsewhere. Every decision was documented, justified, measurable. The fact that they worked hand in hand with ESI from the wireframe stage made all the difference — the site was designed for Google and for our customers at the same time. Concrete result: our organic leads tripled in less than a year and we were able to drastically reduce our paid search budgets. It is an investment that pays for itself every month.”
A similar project?
Competitive sector, site to rebuild, no existing positioning — we have the experience and the method to change the game. Tell us about your project and we will tell you exactly what is possible and how long it will take.