Your website is your digital storefront—the first impression many potential clients will have of your mortgage broking business. Yet, many mortgage broker websites fail to convert visitors into leads, costing brokers significant business opportunities. If your website isn’t driving enquiries, it’s time to identify the issues and implement solutions.
In this blog post, we’ll uncover the most common reasons why mortgage broker websites don’t convert and share actionable tips to fix them. By the end, you’ll understand how to optimise your site to turn visitors into leads. Plus, we’re offering a free website audit to help you take the first step.
The Top Reasons Mortgage Broker Websites Fail to Convert
1. Lack of Clear Call-to-Actions (CTAs)
A call-to-action (CTA) is what prompts a website visitor to take the next step—whether that’s booking a consultation, filling out a form, or calling your office. Many mortgage broker websites either lack CTAs altogether or bury them so deeply that visitors can’t find them.
How to Fix It:
Make CTAs Prominent: Use bold buttons, contrasting colours, and clear placement above the fold.
Use Actionable Language: Instead of generic text like “Submit,” use phrases such as “Get a Free Consultation” or “Find Your Perfect Loan.”
Repeat CTAs Strategically: Include CTAs at the top, middle, and bottom of your pages to capture visitors at different stages of their journey.
2. Slow Loading Times
A slow website frustrates users and can drive them away before they even see your services. Research shows that a one-second delay in load time can result in a 7% reduction in conversions.
How to Fix It:
Optimise Images: Compress images to reduce file sizes without compromising quality.
Enable Caching: Use browser caching to improve load speeds for returning visitors.
Use a Reliable Hosting Provider: Invest in a hosting service that ensures fast and consistent load times.
Run Speed Tests: Use tools like Google PageSpeed Insights or GTmetrix to identify and fix bottlenecks.
3. Poor Mobile Optimisation
With over 60% of web traffic coming from mobile devices, having a mobile-friendly website is non-negotiable. If your site isn’t responsive, you’re likely losing leads.
How to Fix It:
Adopt Responsive Design: Ensure your website adjusts seamlessly to different screen sizes.
Streamline Mobile Navigation: Use a simple menu structure and minimise pop-ups.
Test Across Devices: Check your website’s performance on various devices, from smartphones to tablets.
4. Unengaging or Outdated Content
Your content should resonate with your target audience, providing valuable information that builds trust. Outdated or irrelevant content not only fails to engage but can also hurt your SEO rankings.
How to Fix It:
Create Educational Content: Publish blogs, FAQs, and guides that address common client questions.
Use Visuals: Include videos, infographics, and testimonials to make your content more engaging.
Update Regularly: Ensure that interest rates, loan details, and compliance information are current.
5. Lack of Social Proof
Mortgage decisions are significant, and potential clients need to trust you. Websites lacking social proof like reviews, testimonials, or case studies often struggle to establish credibility.
How to Fix It:
Add Testimonials: Feature quotes and stories from satisfied clients.
Showcase Case Studies: Highlight real-life examples of how you’ve helped clients achieve their goals.
Include Badges: Display certifications, awards, and industry affiliations prominently.
6. Overwhelming Design
A cluttered website with too many elements can confuse visitors and deter them from taking action. Simplicity is key to guiding users toward conversion.
How to Fix It:
Use White Space: Give your content room to breathe for better readability.
Focus on Key Information: Highlight your services, CTAs, and contact details.
Limit Fonts and Colours: Stick to a cohesive design scheme for a professional look.
Key Elements of a High-Converting Mortgage Broker Website
Now that we’ve identified the common issues, let’s focus on the features that make a website truly effective at converting visitors into leads.
1. Clear Call-to-Actions (CTAs)
Your CTAs should:
Stand out with bold colours and clear positioning.
Be action-oriented, using phrases like “Book a Free Strategy Session” or “Start Your Application Now.”
Appear multiple times throughout your website—in the header, mid-page, and footer.
2. Fast Loading Times
Improve your site’s speed by:
Using tools like Google PageSpeed Insights to identify problem areas.
Compressing images and optimising scripts.
Switching to a high-performance hosting provider.
3. Mobile Optimisation
Ensure your site is mobile-friendly by:
Testing responsiveness using Google’s Mobile-Friendly Test tool.
Simplifying your navigation menu for smaller screens.
Ensuring all forms and CTAs are easy to use on mobile devices.
4. Engaging Content
Your content should:
Address pain points and questions potential clients might have.
Include visuals like videos and infographics to make information digestible.
Reflect your brand’s personality to build trust and connection.
5. Trust Signals
Incorporate social proof to build credibility:
Use testimonials, case studies, and Google reviews.
Highlight your industry certifications, awards, and recognitions.
Show real results with before-and-after scenarios.
6. Simple and Professional Design
Design your website to:
Emphasise ease of navigation with a clean menu and logical layout.
Use cohesive branding with consistent fonts, colours, and imagery.
Include plenty of white space for readability and focus.
The Role of SEO in Boosting Conversions
SEO doesn’t just drive traffic—it drives qualified traffic. By optimising your website for search engines, you ensure that people actively searching for mortgage services find you.
Key SEO Practices for Mortgage Brokers:
Keyword Optimisation: Target terms like “best mortgage broker in [City],” “mortgage refinancing tips,” or “first-home buyer loans.”
Local SEO: Ensure your Google My Business profile is up to date with accurate contact information.
Content Creation: Regularly publish blogs and articles to rank for relevant search queries.
Technical SEO: Fix broken links, optimise meta tags, and ensure your website is mobile-friendly.
Why Choose a Professional Website Audit
Diagnosing and fixing your website’s issues can be daunting without expert guidance. That’s why we’re offering a free website audit to help mortgage brokers identify the barriers to conversion and implement effective solutions.
Our audit includes:
A comprehensive analysis of your website’s design, speed, and mobile optimisation.
An evaluation of your CTAs, content, and trust signals.
Actionable recommendations to improve your website’s performance.
Ready to Turn Your Website into a Lead-Generating Machine?
Don’t let an underperforming website hold your business back. With the right strategies, you can transform your site into a powerful tool for growth. Take the first step today by signing up for our free website audit.
Click here to book your free website audit.
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