What Should a Mortgage Landing Page Include?

Loan Pipeline Management

What Should a Mortgage Landing Page Include?

mortgage landing page

A mortgage landing page is both an integral component of a marketing campaign and a crucial page on your website. Not only do they help to give customers a feel for your company but they also have incredibly high lead-capture potential — or the ability to gather information from prospective clients, like name and email, so you can begin to build a relationship and gain their business.

mortgage landing page

With landing pages acting as such an essential element in any mortgage officer’s marketing campaign, you want to ensure you have all the necessary landing page design details to make your business shine. Here’s what you need to know to build the best mortgage landing page.

What is a Mortgage Landing Page?

A mortgage landing page is a type of webpage a visitor is directed to once they’ve clicked a hyperlink from another webpage. This can look like an internal link from your mortgage website or an external link from a digital ad. 

These landing pages are typically a stand-alone webpage that has been developed for a specific campaign, product, service, or marketing objective.

When compared to a mortgage homepage, which aims to increase the amount of time and activity spent on your site, landing pages aim to encourage a web visitor to complete a specific call-to-action (CTA). 

What is the Purpose of a Mortgage Landing Page?

In general, the purpose of a landing page is to direct web users to complete a singular action. Such as, making a download, completing a purchase, or submitting certain contact information. 

Mortgage landing pages are integral toward lead generation. Also, nurturing warm leads further down the sales funnel to ultimately convert. However, successfully generating leads from a this page relies on being well-constructed and properly designed. 

Various page components increase the chances of a lead. 

Why Do You Need a Mortgage Landing Page?

If you already have a mortgage website, you may not understand the significance of a landing page. So, picture a mortgage landing page as a road map that you want each web visitor to follow. 

Unlike a homepage, which provides a user with multiple links to click at once — such as an About Us page or a contact form — a landing page has a singular CTA to encourage the specific action you want. 

Make a Good First Impression

Not to mention, after clicking on a hyperlink connected to your marketing campaign, a mortgage landing page will be the first thing a potential client sees. 

So, this is where you can make your first impression, as well as demonstrate credibility in your industry. This can include information regarding your specific services and proof of notable experience such as customer testimonials.

What Should Be Included in a Landing Page?

To create the best mortgage landing page possible, it’s critical you include all necessary components. 

While there may be many landing page examples out there to go by, all website development software will use set critical elements to create any landing page. It’s how effectively you use each of these elements that will determine how productive your page is. 

Below are the seven critical components of a strong mortgage landing page design. 

1. Header

A header introduces a client lead to the entire mortgage landing page. But remember, this isn’t a simple “hi” or “hello.” One of the keys to a strong page is that your header provides consistent messaging from the ad or link that initially brought them to the page. If a header isn’t cohesive with the link they clicked on, this could result in a very quick page exit.

2. Hero Image

The last thing a potential client wants to see is a wall of text when scanning your landing page. Most web users are highly visual website surfers. So, consider using a compelling quality hero image, video, or animation to add a creative touch to your landing page. The hero should go right above or below your first header. 

3. Descriptive Copy

Though a client doesn’t want to read a wall of text, that doesn’t mean you should skimp on the actual written content. A mortgage landing page should use enough descriptive text to effectively describe your company and services without going overboard. In other words, if it reads like an essay, it’s probably too much. Instead, construct your page using brief paragraphs, bullet points, and numbered lists that are simple to scan. 

4. Lead Capture Tool

Now that a user has been guided to your landing page and gained enough insight to spark interest, they’ll need a lead capture tool to continue onwards into the sales cycle. Lead capture tools typically include a contact form for potential clients to enter their information. 

Also, be sure to not overwhelm visitors and only ask for the necessary details. This includes name, phone number, email, and maybe even a checkbox to select the services they’re interested in. As the only CTA on your entire landing page, be sure to make it strong and effective.  

5. Proof of Legitimacy and Experience

While you may have all the information presented on your mortgage landing page to entice some customers, most mortgage industry customers will want to see a bit more proof of legitimacy and experience within the field.  Using client testimonials, statistics, and the general benefits of your business is a great way to further persuade potential clients to fill out that lead capture tool. 

6. Footer

As with every great header, there must be a good footer. A blank bottom on a web page creates an unappealing and unfinished look to your page. Instead, be sure to fill this void with links to helpful underlying resources and information regarding privacy policies, disclaimers, and social media links. 

7. Thank You Page

Also, be sure to always thank prospective clients for the time they spent on your page. While this will not populate when guests first arrive on your landing page, a thank you page will instead display after a user has successfully filled out your lead capture tool. 

Your thank you message should show appreciation for their time. Also, ensure someone will soon be in contact and provide some valuable next steps using blog links or product pages. 

How Do I Direct Users to My Landing Page?

Now that you’ve constructed a thorough mortgage landing page, how do you get prospective clients to actually land on the page? Fortunately, there are numerous options you can use to direct people to your new page. One of the most popular methods of doing so is the use of ads. 

Make Use of Ads

For example, display ads can go on realtor partner websites that direct users from the home search process to your mortgage loan landing page. Paid search ads can also be used to populate search results that link to your landing page when a user types in a related search query. Even social media ads can target those who have recently inquired about mortgage services through their Facebook, Twitter, and Instagram platform. 

You can also direct users to your mortgage landing page from other marketing assets. Email newsletters are a great place to plug your page, as you may reach contacts who have yet to become a client. Likewise, if a user lands on your homepage or about page, a simple mortgage loan button in the header or footer is a great way to encourage lead generation. 

Want To Automatically Distribute Your Leads?

Capturing a lead is just the first step in the journey to convert a web visitor into a happy client. From there, you can distribute your leads directly into your Jungo account to stay organized and efficient. 

Never miss out on an opportunity to connect with a potential client by using Jungo’s Leads App. Jungo’s automated data import pulls fresh leads from Zillow®, Trulia®, LendingTree®, and more. You can save your mortgage business time and energy while bringing in new clients.

So, don’t let troublesome mortgage landing pages stand in your way. Learn more about Jungo’s Leads App today. 

Jungo CRM