20 Things That Make a Lead Generating Mortgage Agent Website (and 3 more that other mortgage agent website developers don’t want to talk about)

A man sitting at a table with a laptop and a cup of coffee.

A good mortgage website should effectively serve both the needs of your business and those of your clients.

There are visual, content, and behind-the-scenes things that can really help your mortgage agent website get you more leads and deals, and it’s important to know what they are so you’re connecting with people looking for your mortgage services.

We’ll discuss the usual “techie” elements below, but let’s first start with 3 essentials that other mortgage agent website developers rarely talk about (because they can be tricky to do!) 

1. “Areas We Serve” pages

“Areas we Serve” pages, are otherwise known as local pages. These are pages that help you rank in areas outside of your usual location. By default, search engines only want to rank you in the location of your address. If you’re working from home in Vaughan, Ontario for example, the search engines will want to rank you there, and not in the surrounding Richmond Hill or Markham for example. So if you want to rank in your surrounding areas, you really need “Areas we serve” pages for those other locations.  

The more Areas We Serve pages you have on you website, the better chance you’ll have of ranking in these different areas.

2. It’s about them, not you

Your mortgage agent website should be focused on what your client wants to do, and not what you can do for them. I know it sounds counter-intuitive, but people want to know what’s in it for them, and not about how great you are. Your approach and wording should always be about how your services will help them, and not just want your services are.

3. Call me, maybe?

Most mortgage agent sites emphasize a contact form to connect with you. What most people want to do is really just call you, like now!  

Your mortgage agent site should have many visual opportunities for people to see your phone number and call you, right then and there, and not just a generic “Contact Me” button that takes them to a form.

Forms are good and helpful for the smaller percentage of people that would rather contact you that way. But in truth, by the time you’ve responded to that form request, they’ve probably already been in contact with another agent, and you’ve lost the deal. 

And now for the techie things you probably don’t care about, but should know to make to make sure your online presence is bringing in the leads!

1. Professional (yet personal) Design

Your website’s design should be clean, modern, professional AND personal. It should instill trust and confidence in visitors. Use a color scheme that complements your branding and is easy on the eyes. It should make you look like a real person, and not just another suit-wearing cold business person. 

And, it should look better than any of your competitors websites. Like, way better! 

2. Compliance

Ensure that your website complies with relevant industry regulations and data protection laws. This is crucial when handling sensitive financial information.

And this is a big one for mortgage agent websites – you don’t want to do anything on your site that may cause a fine. 

(We help you make sure you’re compliant)

3. Clear Navigation

Mortgages are confusing enough – don’t make your website confusing too!

The navigation menu should be intuitive, making it easy for visitors to find essential information like your services, rates, contact details, and educational resources.

4. Mobile Responsiveness

This is the techie term for, “make sure it works on all devices – desktops, tablets and phones.”  So, ensure your website is mobile-friendly, as many users browse on smartphones and tablets. A responsive design adapts to different screen sizes, providing a seamless user experience.

5. Valuable Content

Mortgage content can be kinda boring!

Offer informative content that educates and assists potential clients. Include articles, blog posts, and FAQs about mortgages, interest rates, and the home-buying process.

High-quality content can position you as an industry expert.

6. Testimonials and Reviews

Would you trust a mortgage agent without reviews?

Showcase positive feedback from satisfied clients to build trust. Testimonials and reviews highlight your expertise and the quality of your services.

7. FAQs

Create a comprehensive FAQ section addressing common questions and concerns related to mortgages and your services.

This shows people you know your stuff, and helps answers questions before they even speak with you.

8. Blog

Blog, blog, blog!

Maintain an active blog with fresh, relevant content. Blogging helps with search engine optimization (SEO) as if gives search engines plenty of opportunities to rank your content, bringing more people to your website.

And, blogging positions you as an industry thought leader.

9. Online Applications

Make that application process simple!

Allow visitors to start the mortgage application process online. Create user-friendly application forms that guide them through the necessary steps.

10. Online Chat

Consider integrating a live chat feature to provide real-time assistance to visitors who have questions or need guidance. The faster you respond to someone, the higher chance they’ll work with you!

11. Mortgage Calculators?

We’re not sold on these. To be honest, no one uses them. 

12. Contact Information

Make it easy for visitors to contact you.

Include a clear “Contact Us” page with a contact form, phone number, and email address. Display your office location if you have one.

13. Calls to Action (CTAs)

Use compelling CTAs throughout your website to encourage visitors to take action, such as scheduling a consultation or subscribing to your newsletter.

You’ve seen these on other sites like buttons that say “Learn More” or “Call Now”.

14. Social Media Integration

Include links to your social media profiles to encourage engagement and connect with clients on platforms like Facebook, LinkedIn, and X (Twitter).

The more “social” you are, the better chance people will find you!

15. Accessibility

Make your website accessible to all users, including those with disabilities. Ensure compatibility with screen readers and provide alt text for images.

16. Privacy and Security

Clearly outline your privacy policy and security measures, assuring visitors that their information is safe with you.

It’s one of those “should” haves, even if no one ever visits these pages.

17. SEO Optimization

Another techie thing (that you need to do!)

Optimize your website for search engines to improve its visibility in search results. Use relevant keywords and meta descriptions on each page. 

This is what we do, by the way, so leave this to us! 

18. Secure Hosting

Again, very techie, but invest in secure hosting to protect user data and ensure your website is always accessible. A secure website is crucial, especially when handling sensitive financial information.

19. Speed and Performance

A fast-loading website is essential for retaining visitors. Compress images, use efficient coding, and consider a content delivery network (CDN) to improve performance.

Website speed is also a ranking factor for search engines. The faster the better! 

20. Analytics

Implement website analytics tools to track user behavior and gather insights. This data can help you make informed decisions about site improvements.

Again, we do this for you! Never you mind this one 🙂 

By incorporating these elements into your mortgage website, you can create a user-friendly, informative, and trustworthy online presence that attracts potential clients and enhances your business’s success.

We can do all these things for you if you don’t have the time or are not sure how to do them. Contact us and we’ll chat!