Your website should be your #1 closer—not just a digital brochure.
If your site looks decent but isn’t bringing in leads, you’re not alone. Many mortgage brokers launch a website and expect the leads to roll in… but design alone doesn’t drive conversions. Strategy does.
Here are the five most common reasons mortgage broker websites fail—and what to fix right now.
1. No Lead Capture Form
This one’s simple: If you’re not asking for info, you’re not going to get leads.
Your homepage (and every high-traffic page) should include a form where visitors can:
- Book a call
- Get a free homebuying guide
- Start a pre-approval checklist
🔧 Add a clear form with a benefit-focused headline. Example: “Get Pre-Approved in 15 Minutes or Less.”
2. It’s Not Mobile-Friendly
More than 50% of your traffic is likely coming from phones. If your site isn’t easy to navigate on mobile, you’re losing half your audience before they even read a word.
Test this:
- Does your site load fast?
- Are buttons easy to tap?
- Is your form mobile-optimized?
💡 Google also ranks mobile-friendly sites higher. It’s a visibility + user experience win.
3. No Local SEO
People search for “mortgage broker near me” or “home loan advisor in [City].”
If your site doesn’t include location-based keywords or a connected Google Business Profile, you won’t show up.
Fix it with:
- Keywords like “first-time homebuyer in Austin” or “refinance expert in Denver”
- Location pages if you serve multiple markets
- An embedded map and local schema markup
📍 You’re competing locally. Optimize like it.
4. Generic Copy
Speaking to everyone = converting no one.
Your website copy should sound like you’re talking directly to your dream client—first-time buyers, investors, veterans, whoever it is.
✍️ Example: “Helping Minneapolis families find their forever home” is stronger than “We do home loans.”
5. No Trust Signals
Buyers need proof before they’ll book a call. Your site should show them they’re in safe hands.
Add:
- Google and Zillow reviews
- Licenses and credentials
- Recent wins or closed loan stories
- Photos of real clients (if allowed)
⭐ People trust people. Social proof builds conversion confidence.
Your Website Should Work for You
If it’s just sitting online with no form, no traffic, and no results, it’s time for a refresh.
At Lumos Broker, we build lead-generating mortgage websites that convert casual visitors into warm leads—with SEO, trust elements, and mobile-ready design baked in.
👉 Want a free website audit? Book a call today:
Schedule here
