Mortgage web sites: build it and they will click! Or will they?

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You have your mortgage business up and running, and you’re networking more every day. Great! So now, it’s time to get your online profile to be just as successful as your in-person approach.

The best way to do that is to build a mortgage website and direct traffic to a great landing page.

The difference between a regular web page and a mortgage landing page, according to Instapage, is that “web pages are tools for presenting information to the visitor” while “mortgage landing pages are tools to collect information about the visitor seeking a mortgage.”

Of course, Instapage is one of many landing page services. Once you have the basics of a landing page and web site for your mortgage business, it’s time to sweat the details.

Be specifically awesome.

Most of your prospects are already browsing online, searching mortgage terms, types, and conditions. In all of their online searches, they are likely not looking for “integrity” or “outgoing personality,” because they aren’t looking for a date. They’re looking to borrow money for a home.

So take a look at your profile and gage what you say about yourself. Is it too general? Does it miss the mark for your mortgage business? Getting specific in terms of what you can offer borrowers is key to getting them to click on your site — and with your business. Perhaps you specialize in mortgages in the 200k-400k range, or you have a lot of experience with 5 Year ARM loans. Whatever your niche, this is the time to let it shine. Borrowers are searching specific terms. Make sure they can find you.

Pull rank.

Aa 2015 study by Accenture found that 23% people looking for mortgage services were searching online. You’ve built a website to show them how your mortgage prowess can give them the best possible lending solutions. So how do they find out about you? You have to make your SEO work in your favor. Google results for local business now show three businesses at the top instead of seven. They choose these three (by a process called RankBrain) using the specific terms a customer puts into the search field, and how much of an intent to purchase the search seems to show. It’s up to you to find out what those terms are and get them incorporated into your mortgage website copy.

Also, remember to use language that addresses the local community where your borrowers live. Plus, all of your HTML, headers, blog posts and other content need to be rife with these keywords in order to make sure that YOU are the lending officer that comes out on top — and in that top three.

Prevent user error.

This might sound obvious, but your mortgage site should be incredibly user-friendly. Don’t load it up with too much text or competing graphics. Make sure your site is mobile-friendly by taking a quick test. Aim for simple, clear instructions for contact. Add informational blog posts about the mortgage industry so that, when people see these posts in their searches, circling back to contact you isn’t difficult.

Also, when purchasing your domain, consider purchasing domains that are common misspellings of your name or your mortgage business. Have those misspellings redirected to your own site, maximizing the chances of being found by those who are looking for a mortgage and want to find you. This trick is employed by “cyber-squatters” often, so you might as well get the domains before someone else does first.

Does it pass the test?

The folks over at Conversion Voodoo have been looking at landing page optimization a long time, and this simple guide can show you what’s good and bad about some very well-known mortgage landing pages. Are there easy-to-spot calls to action? Are there “recognizable trust logos?” Do you have the steps clearly laid out? This guide is easy to follow, and examples can make quick work of your To Do list in building your site.

So get to building that landing page, and land those mortgage leads!

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