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Mortgage company website design: Examples and best practices for 2025

Design isn't just about aesthetics—it's about conversion. In the mortgage industry, where borrowers make high-stakes financial decisions, design choices directly impact trust, credibility, and ultimately whether visitors become leads.

Yet most mortgage websites get design fundamentally wrong. They prioritize looking professional over being effective. They include beautiful stock photos but bury conversion paths. They pack homepages with information that overwhelms rather than guides.

Effective mortgage website design bal

ances professionalism with approachability, information with simplicity, and brand identity with user needs. This guide breaks down the design principles and specific elements that separate high-converting mortgage sites from beautiful disasters.

Foundation: Design principles for mortgage sites

Before diving into specific elements, understand the principles that should guide every design decision.

Trust and credibility through design

Borrowers are making one of the biggest financial decisions of their lives. Your design must communicate trustworthiness instantly. This comes from:

Professional polish: Clean layouts, consistent spacing, proper alignment, quality images. Sloppy design screams amateur operation.

Security signals: HTTPS everywhere, security badges prominently displayed, professional hosting that keeps the site online and fast.

Legitimate credentials: NMLS numbers, licensing information, industry certifications displayed prominently—not buried in footers.

Real people: Photos of actual team members, not generic stock photos. Video introductions create even stronger connections.

Balancing information with simplicity

Mortgage lending involves complex products and processes. The temptation is to explain everything upfront. Resist this urge.

Successful mortgage site design follows a clear hierarchy:

1. Above the fold: One clear value proposition and one primary action
2. First scroll: Secondary information and social proof
3. Lower page: Detailed information for those who need it

Think of it as progressive disclosure—give visitors what they need when they need it, not everything at once.

Professional vs. approachable aesthetic

You want to be taken seriously, but you don't want to feel cold or corporate. The best mortgage websites feel professional yet friendly.

Achieve this balance through:

• Warm color schemes (blues and greens with warm accents)
• Friendly, conversational copy
• Photos of real people smiling naturally
• Clear, simple language avoiding jargon
• Personal elements showing your humanity

Homepage design best practices

Your homepage is your digital handshake. Most visitors decide within seconds whether to stay or bounce.

Hero section elements

The hero section—everything visible before scrolling—is your most valuable real estate. Successful mortgage site hero sections include:

Compelling headline: Address the visitor's primary goal. "Get Pre-Approved in 24 Hours" is more effective than "Welcome to ABC Mortgage."

Supporting subheadline: Briefly explain your unique value. "Specializing in first-time homebuyers with credit scores as low as 580."

One clear call-to-action: A prominent button with action-oriented text like "Check Your Rate," "Start Your Application," or "Get Pre-Approved."

Trust indicator: Review count/rating or years in business. "4.9 stars from 500+ reviews" or "Serving Denver families since 2005."

Hero image or video: Either show your actual team and office, or use high-quality imagery of homes in your market. Avoid generic stock photos of people in suits shaking hands.

Secondary navigation aids: Small buttons for secondary actions—use a calculator, call now, or see rates.

Value proposition clarity

Within 5 seconds of landing on your homepage, visitors should understand:

• What you do (mortgage lending)
• Who you serve (your niche or market)
• Why they should choose you (your differentiator)

Test your value proposition by showing your homepage to someone unfamiliar with your business for 5 seconds, then asking them to explain what you offer. If they can't articulate it clearly, your messaging needs work.

Above-the-fold strategy

The fold (the point where users must scroll) varies by device, but design as if most visitors won't scroll immediately. Include everything needed for conversion above the fold:

• Your value proposition
• Primary CTA button
• Trust indicator
• Phone number (especially crucial on mobile)
• Brief credibility markers

Everything else can live below the fold for engaged visitors who want more information.

Visual hierarchy

Guide eyes naturally through your page using:

• Size: Larger elements draw attention first
• Color: Contrasting colors for CTAs make them pop
• Whitespace: Space around elements makes them stand out
• Position: Upper-left is typically seen first in F-pattern scanning
• Directional cues: Arrows, lines, or people's gazes directing attention

Your hierarchy should lead visitors naturally from headline to value prop to CTA.

Color psychology and branding

Colors aren't just aesthetic choices—they trigger psychological responses that impact trust and action.

Color schemes that convert

Blue: Trust, stability, professionalism. Most common in financial services for good reason. Use various shades to create depth while maintaining professional feel.

Green: Growth, wealth, security. Works well for refinance-focused sites or eco-conscious branding.

Orange/warm accents: Friendliness, energy, action. Perfect for CTA buttons against cool color schemes.

Gray/neutral: Sophistication, balance. Use as base colors with bold accent colors for CTAs.

Avoid: Pure black (too harsh), bright reds (aggressive, alarming), too many competing colors (looks unprofessional).

Brand differentiation

While blues dominate mortgage sites, standing out matters. Options for differentiation:

• Unique shade combinations (navy + warm orange)
• Photography style (candid vs. formal)
• Typography personality
• Unique layout approaches
• Visual brand elements (patterns, shapes, icons)

Just ensure differentiation doesn't sacrifice professionalism or trust signals.

Consistency across pages

Use your color scheme consistently throughout your site:

• Headings: Same color hierarchy on every page
• Buttons: Primary CTAs always the same color
• Links: Consistent color and hover states
• Backgrounds: Consistent section backgrounds

Inconsistency signals lack of attention to detail and hurts trust.

Typography and readability

Typography dramatically impacts readability and conversion rates. Most visitors scan rather than read, so typography must facilitate quick comprehension.

Font selection

Choose two fonts maximum: one for headings, one for body text. More creates visual chaos.

Heading fonts: Can have personality (but remain professional). Sans-serif fonts like Open Sans, Montserrat, or Raleway work well.

Body fonts: Prioritize readability over personality. Georgia, Lato, or Source Sans Pro are excellent choices.

Avoid: Overly decorative fonts, thin fonts that disappear on screens, fonts with poor number rendering (critical for mortgage sites).

Test font legibility at various sizes on actual devices, not just your desktop monitor.

Text hierarchy

Create clear hierarchy through size and weight:

• H1 (page title): Largest, boldest
• H2 (main sections): Clearly smaller than H1, still prominent
• H3 (subsections): Noticeably smaller than H2
• Body text: Comfortable reading size (16-18px minimum)
• Small text: For disclaimers only (never below 14px)

Maintain consistent sizing across your site so visitors subconsciously understand structure.

Mobile readability

Mobile text requires extra consideration:

• Minimum 16px font size for body text
• Increase line height for easier reading on small screens
• Shorter paragraphs (2-3 sentences maximum)
• More whitespace between elements
• Larger headings to maintain hierarchy

Test every page on an actual phone, not just browser emulators.

Navigation structure

Navigation should be invisible—visitors shouldn't think about it, they should just use it intuitively.

Menu organization

Keep primary navigation simple (5-7 items maximum):

• Home
• About
• Loan Products / Services
• Resources / Learning Center
• Contact

Use descriptive labels over clever ones. "Loan Products" is clearer than "Solutions."

Mega menu strategies

If you offer many products or serve multiple locations, mega menus organize complexity:

• Organize by category (Loan Types, Resources, Locations)
• Use visual elements (icons, images) to aid scanning
• Include descriptions for each option
• Keep it clean—don't use every square inch

Test mega menus on mobile carefully—they often become unwieldy on small screens.

Mobile navigation

Hamburger menus (three horizontal lines) are standard and understood. When opened:

• Display phone number prominently at top
• Use full-screen takeover for focus
• Include primary and secondary navigation
• Add quick links to rate check or calculators
• Make tap targets large (minimum 44x44 pixels)

Sticky navigation elements

Keeping navigation visible as users scroll increases conversions. Make your header "sticky" so it remains accessible.

Include in sticky navigation:

• Logo (linked to homepage)
• Phone number
• Primary CTA button
• Menu access

Keep sticky headers slim—they shouldn't dominate screen real estate.

Form design that converts

Forms are conversion points. Poor form design kills leads.

Multi-step vs. single page

Single-page forms work best for simple requests (contact form, rate inquiry). Show all 3-5 fields at once.

Multi-step forms work better for applications or pre-qualifications. They feel less overwhelming and improve completion rates by 20-30%.

For multi-step forms:

• Show progress clearly ("Step 2 of 4")
• Keep each step to 2-4 fields
• Don't let users advance until current step is complete
• Allow back navigation to fix errors
• Save progress so users can return later

Field optimization

Every field you add decreases completion rates by approximately 10%. Only ask for what you absolutely need at this stage.

For initial contact: Name, phone/email, and maybe loan type or location. That's it.

For pre-qualification: Progress to employment, income, assets, and credit only after initial relationship is established.

Use appropriate input types:

• Email keyboards for email fields
• Number pads for phone and monetary amounts
• Dropdowns for limited options (loan type, property type)
• Autocomplete for addresses

Progress indicators

Visual progress indicators reduce abandonment on multi-step forms. Show users how far they've come and how much remains.

Options:

• Step numbers (Step 2 of 5)
• Progress bars (40% complete)
• Breadcrumbs (Personal Info > Employment > Assets)

All three can work—just ensure it's always visible and accurate.

Error handling

Poor error handling frustrates users and kills conversions. Design errors carefully:

• Validate in real-time as users complete fields
• Show errors immediately next to the problematic field
• Explain what's wrong AND how to fix it
• Use friendly, conversational language (not "Error 4501")
• Never clear the entire form on error

Visual content strategy

Images, videos, and graphics make or break your design.

Stock photos vs. custom

Stock photos are everywhere—and visitors know them when they see them. Generic business photos damage credibility.

Use custom photos showing:

• Your actual team members
• Your real office
• Your local market (recognizable landmarks)
• Actual clients (with permission)

If using stock photos:

• Choose realistic, candid-feeling images
• Avoid overused images (reverse image search to check)
• Ensure people look like your actual market
• Use consistently styled photos throughout

Video integration

Video builds trust faster than text. Use video for:

• Homepage hero section (30-60 second intro)
• About page (meet the team)
• Process explanations (2-3 minutes)
• Client testimonials
• FAQ answers (1-2 minutes each)

Technical considerations:

• Host on Wistia, Vimeo, or YouTube
• Include captions for accessibility and silent viewing
• Optimize file sizes for fast loading
• Provide transcript text for SEO

Iconography use

Icons help visitors scan quickly. Use for:

• Service/product categories
• Process steps
• Features and benefits
• Trust indicators

Keep icon style consistent (all outline, all solid, all same color treatment). Mix-and-match icon styles look unprofessional.

Whitespace importance

Whitespace (empty space) isn't wasted space—it's essential for clean, professional design.

Whitespace improves:

• Readability (space around text blocks)
• Comprehension (space between sections)
• Focus (space around CTAs)
• Overall aesthetic (breathing room)

Don't feel compelled to fill every pixel. Strategic emptiness creates elegance and directs attention.

Mobile-first design approach

With 60%+ of mortgage traffic on mobile, mobile-first design isn't optional.

Responsive vs. adaptive

Responsive design: Single design that fluidly adapts to all screen sizes. Most common and recommended approach.

Adaptive design: Different layouts for different devices. More control but harder to maintain.

For most mortgage sites, responsive design using modern frameworks (Bootstrap, Tailwind) provides excellent results across all devices.

Touch targets and interaction

Mobile interaction differs from desktop:

• Minimum 44x44 pixel touch targets
• Adequate spacing between clickable elements
• Thumb-friendly navigation (bottom of screen)
• Swipe gestures where appropriate
• Avoid hover-dependent interactions

Test every clickable element on an actual phone—too-small targets frustrate users and kill conversions.

Mobile forms

Forms are harder on mobile. Optimize aggressively:

• Larger input fields (60-80% of screen width)
• Labels above fields, not beside
• One field per row
• Large, tappable submit buttons
• Auto-advance through field types when possible

Your implementation roadmap

Improving your mortgage website design doesn't require a complete rebuild. Tackle improvements systematically:

Week 1-2: Quick wins

• Update hero section with clear value prop and CTA
• Add trust badges above the fold
• Optimize mobile tap targets
• Add click-to-call button for mobile

Week 3-4: Content and trust

• Replace stock photos with real team photos
• Add homepage video introduction
• Improve form design (simplify fields)
• Ensure consistent color scheme

Month 2: Advanced improvements

• Redesign navigation structure
• Implement multi-step forms where appropriate
• Add micro-interactions and polish
• Create consistent typography system

Month 3+: Ongoing optimization

• A/B test design elements
• Update imagery seasonally
• Refine based on user behavior data
• Continuously improve mobile experience

Design is never "done"—successful sites continuously refine based on data and user feedback.

Ready to implement these design best practices without starting from scratch? View our mortgage website templates designed by conversion experts, or get a free design consultation to transform your existing site into a lead-generating machine.