Is your mortgage website a lead generation machine or a Bermuda Triangle where eligible prospects go in and nothing comes out?
If you’re a mortgage broker and you want to be sure your site ends up as a place where your visitors come and explore and share their vital information with you, then you should consider these five traits of websites that generate leads.
Some of these elements are simple and easy to reproduce, while others are going to take time and persistence. But what they all have in common is that they will make a big impact on your online presence — and therefore your bottom line.
Here are the 5 pieces to completing your website’s puzzle:
In-Depth Content
It may seem obvious but filling your site with great in-depth content will have a huge impact on your online lead generation.
First, it will help you get more traffic. Content quality is, not surprisingly, the number one factor in Google’s ranking algorithm these days. If your site has great content, you’re going to have excellent search engine visibility for your most important keywords.
Deep content also helps you do a better job of converting visitors into qualified leads.
If you answer all of your visitor’s questions in your content, they don’t need to continue their online research on a competitor’s site.
The deeper you go in your content, the more you can show off the unique selling points you offer that your competitors do not.
Earning trust is key, and in-depth content shows off your expertise in a way that resonates with potential borrowers.
Customer Reviews
And speaking of trust, nothing earns it quite like testimonials.
Don’t just assume that people that interested in your mortgage company will find reviews on their own. If you have positive customer feedback on platforms like Google, Yelp, and Facebook, you should definitely consider republishing them on your website.
Also, if you have other reviews that were emailed to you that haven’t been published elsewhere, put them on the testimonials page on your site.
If you don’t have many testimonials yet, you definitely need to start making efforts to earn more. Seriously, reviews matter a lot to your potential leads.
Useful Tools
Mortgage broker websites like yours need to be “sticky” if they’re going to rank high on Google search. What makes potential customers stick to your site like Gorilla glue? Useful tools.
Your visitors would probably like to do some DIY calculations before they contact any lenders. Give them tools that are easily accessed that make it possible and you’ll increase the chances of them contacting you when they’re ready to take that next step.
Here are some possible tools to provide on your website:
Interest rate feeds
Refinance savings calculator
Forms, Forms, and More Forms
If you want to capture information about your potential customers, or if you want them to get in touch with you when they’re ready to take the first step toward a mortgage loan, you’re going to need forms on your website.
Unsurprisingly, not everyone wants the first contact to be a phone call. But many mortgage broker websites decide to only put a contact form on one page: the contact page.
Don’t make the same mistake. You should have a form on every single page on your website.
The form shouldn’t overshadow everything else on the page, but it should be prominent and the submission button should include a clear call to action that focuses on a particular benefit that you think would entice prospects to do business with you.
Pop-Ups
A lot of people say that they find popups annoying, but the fact is they work. And they work really well.
If you’re doing a great job of getting traffic to your site, but you’re losing them before they perform any sort of action (filling out a contact form, calling you, providing an email address in exchange for gated content, signing up to receive your e-newsletter, etc.), adding popups is one of the easiest and most effective ways to boost your conversions.
