Anecdotally, not as many people apply online as those who start their processes online. In other words, this feature might not be required. Few consumers will go straight into an online form without asking some questions first. If they do, odds are high they have done it elsewhere, too, and are shopping you. That's not a bad thing -- it's just how the game works for many consumers.

Some originators have successfully used their online-application function to save time over filling out the 1003 universal loan application themselves. If you do take applications online, be aware that minutes count in your response time. These people are often rate-shoppers, unless you already have a relationship with them. Respond with some options within a few hours for highest success ratios.

One essential site function, if you want your Web site to make you money, is the ability to capture leads. If your Web site is just a brochure, many visitors will get the info they want and plan to contact you later. Allowing them to ask rate and other inquiries on the site could boost your chance to open a dialogue leading to a loan application.

One way to capture leads is to give away free reports. Just make a Web page featuring several reports about topics you know your borrowers want and require users to provide their contact information to access them. Then link their info to an autoresponder. Many autoresponders will automatically add these names and e-mail addresses to a mailing list.

Report topics should be consumer-centric, not "Why I'm No. 1." Titles such as "How to Stop Foreclosure" or "Save 72 Percent on Your Mortgage" are more likely to interest consumers.

What reports people request tells you a bit about them, as well.

Most of the mortgage-industry-specific-template companies provide autoresponders, and some of the general-template companies do, as well. If yours does not, you often can set up your site to direct requests to your e-mail inbox, where you can add them to your mailing list. Be sure to keep spam regulations in mind, as well.

If you want to provide customers with their loan status on your Web site, you'll also need to tie it into your client-relationship-management (CRM) software or loan-origination system (LOS). This can be impractical for an independent company that hasn't purchased its site from its LOS- or CRM-provider. Clients also might prefer to receive this information via e-mail, fax or text message.

There are a few other brochure-type functions a Web site should provide. These include showing and telling your clients about you, including testimonials from past clients and demonstrating your expertise. Include some facts and figures and technical data, such as rate updates. Even if people don't read it all or understand it, it can help them respect you as an expert and realize your company's value.

A well-tuned Internet strategy can be the cornerstone of a solid mortgage-origination business, but it takes some work to put the systems in place. Whether you are thinking of your first Web site or of ways to make more money from the one you have, ensuring that it is designed to match your ideas and financial goals is key.

Roger Vetruba is CEO of MortgageMovies.com, a provider of customizable online movies to enhance Web sites. The subscription service includes new movies each month about various mortgage topics that can be e-mailed. It also includes systems for print or classified promotion and a direct-mail system. The company also produces Web-site video hosts and offers Internet-business consulting. More information about the company can be found at www.MortgageMovies.com, by calling (800) 807-5216 or by e-mailing help@movoxo.com.

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