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Mortgage website checklist: 15 must-have elements for lead generation

Most mortgage broker websites are beautiful disasters. They look professional, feature stock photos of happy families, and cost thousands to build. But they fail at the only thing that matters: generating leads.

The difference between a website that generates consistent leads and one that sits idle isn't mysterious. It comes down to specific, essential elements that work together to turn visitors into prospects. Miss even a few of these elements, and your conversion rate plummets.

This checklist gives you a clear framework to evaluate your existing website or plan a new one. Each element includes why it matters, how to implement it, and how to test if it's working properly. Use it to audit your site objectively and identify exactly what needs to improve.

How to use this checklist

Go through each element systematically. Mark whether your site currently has each feature, partially has it, or lacks it entirely. At the end, you'll have a clear action plan of what to fix first.

Each item includes an implementation difficulty rating:

• Easy: You can implement this yourself in under an hour
• Medium: Requires some technical knowledge or a few hours of work
• Hard: Needs professional help or significant time investment

Start with your missing easy wins, then tackle medium and hard items based on potential impact.

The 15 essential elements

☐ 1. Mobile-responsive design

Implementation difficulty: Medium-Hard

Over 60% of mortgage searches happen on mobile devices. If your site doesn't work flawlessly on phones and tablets, you're losing the majority of potential leads before they even read your content.

What to check:

• Text is readable without zooming
• Buttons and links are large enough to tap easily
• Forms work smoothly on mobile
• Pages load quickly on mobile networks
• Navigation is simple and accessible

How to test: Visit your site on your actual phone and tablet. Try to fill out a contact form or use a calculator. If you encounter any frustration, your visitors do too.

Why it matters: Google uses mobile-first indexing, meaning your mobile site determines your search rankings. Plus, mobile visitors who hit a poorly optimized site bounce immediately.

☐ 2. SSL certificate and secure forms

Implementation difficulty: Easy

SSL certificates encrypt data between your website and visitors. Sites without SSL show "Not Secure" warnings in browsers—an instant trust killer for a financial services website.

What to check:

• Your URL starts with "https://" not "http://"
• A padlock icon appears in the browser address bar
• All forms submit securely
• No mixed content warnings

How to test: Visit your site and check the address bar. Click the padlock to verify the certificate is valid.

Why it matters: Security is non-negotiable in financial services. Borrowers sharing sensitive information need assurance their data is protected. Plus, SSL is a confirmed Google ranking factor.

☐ 3. Mortgage calculator suite

Implementation difficulty: Medium

Calculators provide genuine value while capturing leads. Visitors who use calculators are actively exploring their options—high-intent prospects worth pursuing.

What to include:

• Monthly payment calculator
• Home affordability calculator
• Refinance savings calculator
• Closing cost calculator

What to check:

• Calculators are easy to find (homepage or prominent navigation)
• They work correctly with accurate formulas
• Results display clearly
• Lead capture option appears after showing results

Why it matters: Calculator users convert at much higher rates than casual browsers. They're actively planning and need your expertise.

☐ 4. Rate display or rate inquiry CTA

Implementation difficulty: Easy-Medium

Visitors want to know about rates. You have two options: display live rates (requires compliance review) or provide a clear call-to-action to request personalized rates.

What to check:

• Rate information or rate inquiry is prominent
• Disclaimers are present and compliant
• Lead capture mechanism is clear
• Mobile display works well

Why it matters: "Current mortgage rates" is one of the most searched mortgage phrases. Addressing this immediately keeps visitors engaged.

☐ 5. Online application or pre-qualification form

Implementation difficulty: Medium-Hard

Modern borrowers expect to start the process online. A complete online application may be overkill, but at minimum, offer a simple pre-qualification form.

What to include:

• Basic borrower information (name, contact, property type)
• Loan type selection
• Estimated property value and loan amount
• Employment and income basics
• Progress indicators for multi-step forms

What to check:

• Form is easy to find from homepage
• Mobile experience is smooth
• Confirmation message appears after submission
• You receive notifications of new submissions

Why it matters: Friction kills conversions. The easier you make it to start the process, the more leads you'll capture.

☐ 6. Live chat or chatbot

Implementation difficulty: Easy-Medium

Many visitors have quick questions that prevent them from taking the next step. Chat provides immediate answers, captures contact information, and converts browsers into leads.

Options:

• Live chat (you or staff respond in real-time)
• Chatbot (automated responses to common questions)
• Hybrid (bot collects info and routes to you when available)

What to check:

• Chat widget is visible but not intrusive
• Response time is reasonable
• Chat captures contact information
• Transcripts are saved for follow-up

Why it matters: Studies show 79% of consumers prefer live chat for quick answers. Offering it increases conversions significantly.

☐ 7. Click-to-call buttons

Implementation difficulty: Easy

On mobile, make calling you require just one tap. Remove all friction between a visitor's interest and speaking with you.

What to check:

• Phone number is tappable on mobile (use tel: link)
• Phone number appears prominently on every page
• Number is large and easy to see on small screens
• Desktop shows number clearly even though it's not clickable

Why it matters: Phone calls are high-intent conversions. Making calling effortless increases lead volume immediately.

☐ 8. Clear NMLS licensing information

Implementation difficulty: Easy

Displaying your NMLS number and licensing information isn't just legally required—it builds trust and credibility.

What to include:

• NMLS number prominently displayed
• Link to NMLS Consumer Access for verification
• States where you're licensed
• Equal Housing Opportunity logo
• Any relevant certifications or memberships

What to check:

• NMLS appears in footer of every page
• Information is accurate and current
• Links work properly

Why it matters: Legitimacy matters enormously in mortgage lending. Transparent licensing information separates you from less reputable competitors.

☐ 9. Customer testimonials and reviews

Implementation difficulty: Easy

Social proof dramatically increases conversion rates. Real testimonials from real clients build trust faster than any sales copy.

What to include:

• Specific testimonials with details (not generic praise)
• Customer names and locations (with permission)
• Photos when possible
• Review ratings from Google, Zillow, etc.
• Video testimonials if available

What to check:

• Testimonials appear on homepage and key landing pages
• They feel authentic (specific details, not marketing speak)
• Recent reviews show you're actively serving clients
• Overall rating is displayed prominently

Why it matters: 88% of consumers trust online reviews as much as personal recommendations. Strong social proof overcomes skepticism.

☐ 10. Educational content library

Implementation difficulty: Medium-Hard

Educational content serves multiple purposes: helps with SEO, establishes expertise, nurtures leads, and answers questions that prevent conversions.

What to include:

• Blog with regular mortgage-related content
• First-time homebuyer guides
• Loan type comparison articles
• Local housing market information
• Mortgage process explanations
• FAQ sections

What to check:

• Content is genuinely helpful, not thinly veiled sales pitches
• Articles target relevant keywords
• Internal linking connects related content
• Each piece ends with a relevant call-to-action

Why it matters: Content attracts organic search traffic, keeps visitors engaged longer, and positions you as a trusted expert.

☐ 11. About page with loan officer bios

Implementation difficulty: Easy

People do business with people they trust. Your about page humanizes your business and builds personal connections.

What to include:

• Professional photos of you and your team
• Detailed bios including background and expertise
• Personal touches (family, community involvement, hobbies)
• Years of experience and specializations
• Individual NMLS numbers
• Contact information for each team member

What to check:

• Photos are professional but approachable
• Bios are detailed enough to feel personal
• Information is current
• Page is easy to find in navigation

Why it matters: Borrowers making major financial decisions want to know who they're working with. Personal connections increase trust and conversions.

☐ 12. Blog for SEO content

Implementation difficulty: Medium

A regularly updated blog is your SEO engine. It attracts organic traffic, answers long-tail keyword queries, and demonstrates ongoing expertise.

What to include:

• At least one new post per week
• Mix of educational and local content
• Keyword-optimized articles
• Internal links to service pages
• Calls-to-action in every post

What to check:

• Blog is accessible from main navigation
• Posts are high quality (800+ words minimum)
• Publishing is consistent
• Content targets relevant search queries

Why it matters: Websites with blogs generate 67% more leads than those without. Fresh content signals active, engaged businesses to search engines and visitors.

☐ 13. Location and service area pages

Implementation difficulty: Medium

Local SEO requires location-specific content. Dedicated pages for each city you serve help you rank for geo-modified searches.

What to include:

• Separate page for each primary service area
• Unique content about each location
• Local housing market information
• Neighborhoods and areas served
• Testimonials from clients in that area
• Local office information if applicable

What to check:

• Each location has truly unique content
• Pages target location-specific keywords
• Internal linking connects location pages logically
• Pages include local images and relevant details

Why it matters: "Mortgage broker [city name]" searches are high-intent. Ranking for these terms drives valuable local leads.

☐ 14. Fast page load speed (under 3 seconds)

Implementation difficulty: Medium-Hard

Speed impacts both user experience and search rankings. Slow sites lose visitors before content even loads.

What to optimize:

• Compress all images
• Minimize code (CSS, JavaScript)
• Enable browser caching
• Use a content delivery network (CDN)
• Choose quality hosting

How to test: Use Google PageSpeed Insights, GTmetrix, or Pingdom. Aim for under 2 seconds on desktop, under 3 seconds on mobile.

Why it matters: 40% of visitors abandon sites that take more than 3 seconds to load. Every second of delay reduces conversions significantly.

☐ 15. Clear calls-to-action on every page

Implementation difficulty: Easy

Every page should tell visitors what to do next. Without clear CTAs, visitors leave without taking action.

What to include:

• One primary CTA per page (above the fold)
• Secondary CTAs in content and footer
• Action-oriented button text ("Get Pre-Approved," "Calculate Your Payment")
• Contrasting colors that draw attention
• Multiple CTA types (form, phone, chat)

What to check:

• CTAs are immediately obvious
• Button text is specific and compelling
• Mobile CTAs are thumb-friendly
• Every page has a logical next step

Why it matters: Clear CTAs guide visitors through your conversion funnel. Ambiguous next steps result in abandoned visitors.

Prioritizing your improvements

Not all items carry equal weight. If you're missing multiple elements, prioritize based on impact and implementation difficulty.

Quick wins to tackle first:

• SSL certificate installation
• Click-to-call buttons on mobile
• Clear NMLS information in footer
• Improved CTAs on key pages

Medium-priority improvements:

• Mobile responsiveness fixes
• Basic mortgage calculator
• Testimonial integration
• Speed optimization

Long-term projects:

• Comprehensive blog with regular content
• Multiple location pages
• Advanced calculator suite
• Live chat integration

Start with items you can complete this week. Small improvements compound into significant conversion rate gains.

Common mistakes to avoid

Information overload: Cramming too much on the homepage confuses visitors. One clear path to conversion beats ten mediocre options.

Missing mobile optimization: Testing only on desktop means you're blind to the majority user experience.

No compliance elements: Missing required disclosures or licensing information creates legal risk and destroys trust.

Unclear next steps: If visitors don't know what to do after reading your content, they'll simply leave.

Neglecting speed: A beautiful slow site converts worse than an ugly fast site.

Your action plan

Print this checklist or save it for reference. Systematically audit your site, marking each item as complete, partial, or missing.

Calculate your completion score: Count how many of the 15 elements you fully have. Aim for at least 12 of 15 (80%) for a functional lead-generating website.

Create a prioritized action list focusing first on missing quick wins, then tackling medium and hard items based on your resources and budget.

Set a goal to improve your score by three items per month. Within 90 days, your website will be a dramatically better lead generation tool.

Ready to skip the piecemeal approach? Get our pre-built mortgage website templates with all 15 elements included and optimized for conversions, or download the complete checklist PDF for your records.