What Pages Every Mortgage Broker Website Must Have to Convert
A mortgage website doesn’t convert because it exists. It converts because it guides decisions.
Many broker sites include the basics, such as a homepage and contact form. Most sites miss the pages that actually build trust, handle objections, and move visitors toward action.
Here are the core pages every mortgage broker website should include if conversions is the goal
A clear, audience-focused homepage
Your homepage is rarely the first page visitors see, but it sets the tone when they arrive.
If it’s vague or generic, people leave quickly.
What works instead:
A homepage that clearly explains:
Who you help
What situations you specialize in
How you guide clients
What makes you different
What to do next
This page should orient visitors, not overwhelm them.
2. Dedicated service or solution pages
One general “services” page often isn’t enough to convert diverse visitors.
Different clients arrive with different needs, and want reassurance that you understand their situation.
What works instead:
Separate pages for:
First-time home buyers
Refinances
Self-employed borrowers
Investors
Credit challenges
Each page should answer:
Who this is for
How you help
What to expect
Why trust you
Specificity increases confidence.
3. An about or credibility page
Mortgage decisions are relational. People choose professionals they trust, not just rates they compare.
What works instead:
An about page that includes:
Your experience
Approach to client care
Communication style
Values or philosophy
Professional background
This isn’t self-promotion. It’s reassurance.
4. Educational resources or blog content
Not every visitor is ready to act. Many are researching.
A site without helpful information loses future clients.
What works instead:
Content that explains:
Mortgage timelines
Qualification basics
Documentation requirements
Process expectations
Common misconceptions
Education builds familiarity, and familiarity supports conversion.
5. Testimonials or proof pages
Trust accelerates action.
Visitors look for validation that others have had positive experiences.
What works instead:
A page that highlightsL
Client feedback
Outcomes
Success stories
Social proof
These signals reduce perceived risk.
6. A clear next-step or contact pathway
Many websites bury the action or make it unclear.
Confusion reduces inquiry.
What works instead:
A page that provides:
Booking options
Form submission
Application starts
Resource downloads
And clearly explains:
What happens next
Response timelines
Expectations
Confidence encourages engagement.
7. FAQ or objection-handling pages
Visitors rarely ask basic questions directly, they leave instead.
Handling concerns early keeps them engaged.
What works instead:
Answer questions such as:
Am I qualified?
How long does approval take?
What costs are involved?
What documents are needed?
Removing uncertainty increases action.
What we see work consistently
Mortgage websites that convert effectively tend to:
Guide visitors intentionally
Answer concerns proactively
Show credibility clearly
Offer educational value
Simplify next steps
They aren’t just informational, they’re structured for decision-making.
Who this approach works best for
These pages benefit brokers who:
Want inbound inquiries
Serve multiple audiences
Prioritize trust-building
Treat their website as a marketing tool
Who it doesn’t work for
This structure is less impactful for those expecting:
Results from minimal content
Conversion without clarity
Traffic without engagement
Leads without guidance
Conversion requires intention
Bottom line
A mortgage website converts when it includes pages that:
Clarify relevance
Demonstrate credibility
Educate visitors
Reduce uncertainty
Guide next steps
The goal isn’t adding more pages. It’s adding the right ones.
At OpenHouse Marketing, we help mortgage professionals design websites that support decision-making, strengthen positioning, and generate meaningful inquiries, from page strategy to messaging alignment.
If you’re ready to build a site that works as hard as you do, book a conversation with our team to explore how we can help.
