Getting a mortgage is one of the most stressful financial decisions most people make.
They're anxious. They're Googling at midnight. They're reading reviews compulsively. And they're evaluating your website — consciously or not — as a proxy for whether they can trust you with the biggest financial transaction of their life.
Your website needs to earn that trust before a single conversation happens.
What's the most important thing on a mortgage broker website?
Trust signals and clear specialisation. Borrowers want to know: do you work with people in my situation? Can I trust you? Can you actually help me?
Should mortgage brokers show rates on their website?
No — rates change daily and vary by individual circumstances. But publish your fee structure clearly: 'fee-free broker' or 'fee charged at completion: £X' removes a major anxiety.
How do mortgage brokers get clients from Google?
Local search + situation-specific search. 'Mortgage broker Manchester' and 'self-employed mortgage broker Bristol' are the most valuable queries.
What Borrowers Are Looking For
When someone lands on a mortgage broker's website, they have a specific situation in mind.
First-time buyer. Remortgage. Self-employed income. Bad credit history. Buy-to-let. Shared ownership. Contractor mortgage. Each situation has unique complexities — and borrowers want to know you've handled their situation before.
A website that just says "we help you find the best mortgage" speaks to no one.
A website that says "we specialise in mortgages for self-employed people and contractors" immediately connects with the person who's been rejected by their bank twice because of their income structure.
The Pages That Generate Mortgage Enquiries
Homepage: Specialisation and Trust First
Your homepage hero needs two things within 3 seconds:
- Who you help (first-time buyers, self-employed, remortgages — or a combination)
- Why you (whole-of-market access, fee-free, FCA regulated, 12+ years experience)
Then: client reviews. Not at the bottom of the page. Right below the hero. A carousel of Google reviews, star ratings, or specific client quotes.
Mortgage borrowers read reviews more than almost any other financial services customer. Make them impossible to miss.
Mortgage Type Pages (This Is Where SEO Lives)
Create a dedicated page for each type of mortgage you arrange:
- First-time buyer mortgages
- Remortgages
- Self-employed mortgages
- Buy-to-let mortgages
- Help to Buy / shared ownership (UK)
- Adverse credit mortgages
- Contractor mortgages
Each page explains: what this mortgage type involves, what makes it challenging, how you help, and how to get started.
These pages rank for the specific searches that your ideal clients are making. A general "services" page listing them as bullet points does not. This is the most important structural decision for a mortgage broker website.
The services page design guide covers the exact structure that makes each page convert.
✦The Most Valuable Page Type
'Self-employed mortgage broker [city]' is consistently one of the highest-value mortgage search terms. Self-employed borrowers have been rejected by high street banks and are specifically looking for a specialist who understands their income structure. If this is an area you specialise in, it deserves its own dedicated, detailed page.
About Page: Your FCA Number Belongs Here
Borrowers need to verify you're legitimate before they share financial information.
Your about page should include prominently:
- FCA registration number (UK) — make it clickable to the FCA Register
- ASIC licence number (Australia)
- Mortgage broker licence number (Canada — provincial)
- Years in practice
- Number of clients helped / mortgages arranged
- Professional qualifications (CeMAP in UK, AMF in Canada, etc.)
A professional headshot of you — not a stock photo. People want to see the person they're trusting with their financial situation.
Testimonials Page (With Outcome Detail)
"We completed our first home purchase with [broker's] help. They found us a deal our bank said didn't exist for our income situation." — that converts.
"Great service, highly recommend" — does not.
Collect testimonials with specifics: the situation (first-time buyer, self-employed, adverse credit), the outcome (rate secured, time to completion, amount arranged). For the full framework, read the website testimonials guide.
Regulatory Compliance on Your Website
⚠UK FCA Requirements
UK mortgage broker websites must include: FCA authorisation statement, FCA reference number, a description of the service (whether you're a whole-of-market broker or restricted), and your fee disclosure statement. "Your home may be repossessed if you do not keep up repayments on your mortgage" must appear on any page discussing mortgage products. Check the FCA's website for current financial promotions guidance.
In Australia: ASIC licence number and credit licence conditions must be disclosed. The Australian Credit Licence number should be on every page.
In Canada: licensing requirements vary by province. Your provincial mortgage broker licence number and any required disclosures depend on your province.
Local SEO: The Primary Channel for Mortgage Brokers
Most mortgage brokers get the majority of their website enquiries from local search.
"Mortgage broker [city]" is where you compete.
What matters most:
Google Business Profile. Keep it complete — services listed, hours accurate, photos of your office (even if it's a home office). Reviews here are the most visible trust signal for local searches.
Consistent NAP. Your Name, Address, and Phone number must be identical across your website, Google Business Profile, and any directory listings. Inconsistency hurts local rankings.
Location keyword in page title. "Independent Mortgage Broker in Leeds | YourName" is specific. "Mortgage Broker | YourName" is not.
The local SEO guide has the full step-by-step setup.
Calculator Tools: The Highest-Value Interactive Element
A mortgage repayment calculator embedded on your website is one of the best tools for keeping visitors on your site longer.
It doesn't replace your expertise — it demonstrates it, and creates a reason to stay.
Affordability calculator, stamp duty calculator (UK), LMI calculator (Australia) — any tool that helps borrowers understand their situation has value. Visitors who use a calculator are warmer leads than visitors who don't.
Mortgage brokerage that needs more qualified leads from its website?
Evoke Studio builds professional mortgage broker websites — with FCA-compliant design, mortgage type landing pages, and local SEO that drives qualified enquiries.
A mortgage broker website needs: a homepage that clearly states your specialisation and displays client reviews prominently; individual pages for each mortgage type you arrange (first-time buyer, self-employed, remortgage, etc.); a clear about page with your regulatory registration number (FCA/ASIC/provincial licence), qualifications, and years in practice; a testimonials page with specific outcome-focused reviews; and a simple contact form with your fee structure clearly explained. The most important structural element is individual mortgage type pages — these are where organic search traffic converts.
Mortgage brokers get leads from Google through: local search ('mortgage broker [city]') via Google Business Profile and location-targeted website content; situation-specific search ('self-employed mortgage broker [city]', 'first-time buyer mortgage [city]') via individual mortgage type landing pages; and long-tail informational content ('can I get a mortgage if I'm self-employed') that attracts borrowers researching their options. The biggest organic opportunity for most brokers is creating individual pages for each mortgage situation they handle, rather than a single services page.
UK mortgage broker websites must include: FCA authorisation statement and FCA reference number; whether you are a whole-of-market broker or restricted; your fee disclosure (fee-free or fee charged and how much); and required financial promotions risk warnings ('your home may be repossessed if you do not keep up repayments on your mortgage') on relevant pages. The FCA's financial promotions guidance applies to all marketing communications. Always check with a compliance professional for current requirements, as FCA guidance is updated regularly.
Yes — it's one of the most cost-effective marketing investments for mortgage brokers. Blog posts targeting specific borrower situations ('Can I get a mortgage with 1 year of accounts?', 'What is a contractor mortgage?', 'UK mortgage rates guide 2027') attract borrowers at the research stage. These readers are warm prospects who can be converted via email signup or direct enquiry. Even 2 posts per month targeting specific borrower questions will produce significant organic traffic within 12 months.
A basic mortgage broker website costs $500–$2,000 to set up on a template. A professionally designed website with individual mortgage type landing pages, FCA-compliant content, and local SEO setup typically costs $3,000–$12,000. The ROI is strong: a single additional mortgage arranged from a website lead typically covers the entire cost of the site. For a full breakdown, see the guide on how much web design costs.