Having a website that gets traffic is great, but if that traffic does not convert into leads, as a lender, you’re leaving money on the table. For mortgage lenders and loan originators, a well-optimized website can mean the difference between a steady stream of new clients and an empty pipeline.
Even small tweaks to improve conversion rates can have a huge impact. If your site gets 1,000 visitors a month, increasing your conversion rate from 2% to 3% means 10 more leads per month, or 120 more per year.
That’s why high-performing mortgage company websites focus on not just attracting visitors but converting them into real mortgage leads through digital website form conversions. Here are strategies for increasing the conversion of warm and cold mortgage leads on your mortgage company website.
Depth and detail
Mortgage companies attract a wide range of prospective borrowers who are at different stages in the mortgage sales funnel. At the top of the funnel, there are borrowers researching lenders and loan products for a borrowing decision they may make in six to 12 months.
At the bottom of the funnel are qualified, experienced borrowers looking for a very specific loan product with an active deal that needs immediate financing. Ultimately, a good mortgage company website should capitalize on both borrower profiles by converting these site visitors into leads through digital lead form submissions.
“The question is: ‘How does one create a website page that converts top-of-the-funnel and bottom-of-the-funnel site visitors effectively?’ The trick is to write content that increases in depth and detail as the page progresses.”
So, the question is: “How does one create a website page that converts top-of-the-funnel and bottom-of-the-funnel site visitors effectively?” The trick is to write content that increases in depth and detail as the page progresses.
For a debt-service coverage ratio (DSCR) lender, an example of a well-structured page that scales in depth might include a hero section with an engaging headline and clear call to action often referred to as CTA. Another section may pose a question to the website user: What are DSCR loans, offering a high-level introduction to beginners. (DSCR loans are a type of non-qualified or non-QM loans that bases lending criteria on the income potential of a property).
You can also include an FAQ section for DSCR loans to answer common questions. There can be a section on loan product information, including terms and qualifications; and information on regions where the mortgage company lends. Add a DSCR loan case study to demonstrate success with real life examples, a DSCR loan calculator, and an interactive to engage visitors.
For non-QM conventional lenders, the structure might look different but follow the same principle: broad, informational content at the top, followed by detailed product information and qualification criteria toward the bottom. By implementing this strategy, mortgage companies ensure that whether a visitor is at the top or bottom of the sales funnel, the content will address their questions and encourage conversion.
Calls to action
Calls to action play a crucial role in website conversion. Many mortgage websites make the mistake of using a one-size-fits-all such as “Get Started” on every page. Instead, calls to action should be tailored to the visitor’s intent and the type of content they are viewing.
For example, a construction lender in New York who has structured their website pages with increasing depth might use calls to action such as “Learn More” or “Have Questions? Ask Our Team” for high-level informational content. For the product details section, the call to action would be something like “Get Terms Online” or “Get a Loan in Brooklyn” to identify the region for lending.
Leading mortgage companies go beyond basic call to actions by leveraging A/B testing — a method to test two versions of language on a website — to determine which calls to action drive the highest conversions. Some use dynamic calls to action that change based on visitor behavior — if a returning user has already viewed a loan program page, the wording might shift from “Learn More” to “Apply Now” or “Get a Quote.”
Additionally, top lenders focus on placing these calls to action strategically within the page. Instead of just placing one at the top, they repeat at key touchpoints — after an FAQ section, following a case study, or near an interactive tool like a loan calculator.
Immediate improvements
Optimizing a mortgage website for conversion does not always require a complete overhaul. Implementing a few key changes can lead to immediate improvements. For instance, add a high-contrast contact bar at the top of your website displaying the sales team’s phone number and email. This makes it easy for visitors to reach out without searching through multiple pages.
“Optimizing a mortgage website for conversion does not always require a complete overhaul. Implementing a few key changes can lead to immediate improvements.”
Set response time expectations before form submissions. Letting users know they will receive a response within 24 hours — or even within one business hour — can significantly boost form completions.
Offer multiple contact options on your “Get Started” page. Instead of only allowing deal submissions, include a structured question submission form or a calendar link for scheduling a call. This accommodates visitors who may not be ready to submit a full loan application but are still interested in engaging.
Keep website forms concise. Forms should have no more than 15 fields — enough to qualify or disqualify a deal without overwhelming potential borrowers. Show your face on the About Us/Team page. Many mortgage companies overlook this, but About Us pages are among the most visited pages on a website. Featuring professional photos and bios of the team builds trust with your audience.
With an increasing number of borrowers using mobile devices to research lenders, a mortgage website must be optimized for mobile conversion. Mortgage professionals should ensure forms are mobile-friendly and do not require excessive typing.
Use click-to-call buttons that allow potential borrowers to contact the sales team instantly. Simplify navigation with easy-to-click menu buttons and intuitive page layouts. Speed up mobile site load times — a one-second delay in load speed can reduce conversions by 7%, according to Akamai, a cloud services company.
A mortgage lender’s website is one of their most valuable lead generation tools. By structuring content that guides visitors through the sales funnel, using strategic call-to-actions, and implementing quick conversion wins, mortgage professionals can significantly increase their website’s effectiveness.
Small changes, like optimizing calls to action, adding a high-contrast contact bar and improving mobile usability, can yield substantial gains in lead conversion rates. As competition grows in the mortgage industry, lenders who embrace a data-driven approach to website optimization will have a major advantage. By continuously testing, refining and adapting their online presence, mortgage professionals can ensure that their website doesn’t just attract visitors — it converts them into closed deals.
