Mortgage websites are unlike traditional business websites. As a highly regulated industry, lenders have a slew of compliance requirements in addition to state and federal regulations like the CCPA in California and WCAG 2.0 across the nation. Plus, a website must deliver everything a digital mortgage consumer needs to win over their trust and business.
Whether you’re venturing into building a website yourself, employing a templated mortgage website, or having a developer build a custom mortgage website for you, make sure that these elements are included.
Essential Elements of a Mortgage Website for the Digital Consumer
Clear Site Navigation and Architecture
There are several avenues that may lead a user to your mortgage website. They could have been directed by Google My Business to your homepage or maybe a search query landed them on one of your mortgage blog articles. Or perhaps a real estate partner or former client forwarded them one of your newsletters resulting in the user clicking over to your site. Where ever the user came from, it’s important that they can easily find what they are looking for.
Navigation should be located both at the top and bottom of the site. Nest categories in the menu to minimize clutter and include a link to a site map at the footer.
Visible Call-to-Action (CTA)
Again, depending on the page the user landed on and their intent, you’ll want to provide clear direction as to what to do next and there are several key spots where you want to include a CTA. Your homepage should include a lead capture form and it’s good practice to have an apply now at the top of your navigation –visible on every page they visit on your site. Include a CTA at the end of every mortgage article and a lead capture form on key evergreen content is also an excellent idea.
The CTA can vary in wording, but essentially you want to encourage the user to commit more to you. This can be accomplished by:
- Suggesting they contact you for more information
- Pre-qualify using your online form
- Download your mortgage mobile app
- Subscribe to your newsletter
- Read more articles about a specific topic on your blog
There’s some confusion about what constitutes a “mobile-free” website. Mobile-friendly isn’t just about its site resizing to fit on a smaller screen. According to Google, a website must have these features to be classified “mobile-friendly” by their Googlebots:
- Avoids software not commonly used on mobile devices –like Flash.
- Uses text that is readable without zooming.
- Content fits the screen without requiring users to scroll horizontally or zoom to view
- Places the links far enough apart so that the user can tap on the correct one easily.
Well-Defined Mortgage Business Brand
From a mortgage consumer perspective, a well-defined brand makes them feel comfortable. It can also give them a sense of happiness and satisfaction –both of which are rooted in the emotional connection that digital consumers build with brands they find trustworthy.
When it comes to your mortgage website, make sure that you communicate your brand not only in your logo and tagline, but also in your mission statement, your photos, and “about us” pages. Even font and color scheme elements communicate your brand to the digital consumer so be mindful of that when customizing your mortgage website.
Many loan applications begin with a question like, “how do I…?” or “the truth about…” or something similar. In other words, rare is the occasion that a digital consumer is simply looking to apply for a loan immediately. They’re typically researching home loan or real estate topics, making it essential to have a library of well-written informational articles on your site. Note that relevant content goes hand-in-hand with your SEO efforts and search engine ranking.
Pre-Designed Mortgage Websites by LenderHomePage
A well-built mortgage website that connects to a digital consumer takes more than just looks. It must also be compliant, well-branded, and positioned as a reliable, professional resource for all mortgage needs –all of that in addition to easy to navigate and designed to capture leads!
Our flagship product, mortgage websites, are still one of our most highly-praised digital mortgage assets and we’ve maintained this reputation by consistently improving and evolving with the needs of our clients and their digital borrowers. Try out our templated mortgage websites free for 14 days and discover the LenderHomePage difference.