What is a mortgage landing page

In the context of online marketing, a mortgage landing page is a web page, build specifically to receive and convert traffic from a marketing or advertising campaign.

Unlike other web pages such as your website home page, which typically have many goals and encourage exploration, mortgage landing pages are created to achieve a single objective.

For example you have a special hard money loan program that you advertise on Google, Bing and social media platforms such as Facebook, Twitter, LinkedIn etc.

Every advertisement basically send visitors somewhere when they click on it. The page where visitors “land” after they’ve clicked your ad is the landing page.

This dedicated page showcase the offer highlighted in the ad, with a combination of optimized elements and clear Call-To-Action to convert them into leads. A mortgage landing page sole purpose is to convert visitors into leads. And to achieve this it has a form that allows you to capture a mortgage shopper’s information.

It’s often a good idea to provide a free report or special discount to encourage visitors to provide their contact details (called as mortgage leads).

Why do mortgage brokers and loan officers need a landing page?

You have a great mortgage website that represents your brand well. Next step is to turn all that value into sales, and for sales you need leads. Mortgage landing pages are a great effective tool to convert traffic into qualified leads.

Mortgage landing pages are campaign specific you may need more than one landing page.

Landing pages are distraction free and focus on one and only one goal, so if you are promoting mortgages for first time home buyers, reverse mortgages, FHA loans, hard money loans, lowest interest rates for apartment loans and equipment financing and more, ideally you must have a one landing page for each program or offer.

What makes a good landing page?

1. Must be in sync with the offer: As explained above every landing page is build for a purpose, visitors arrive on your landing page after clicking on an offer/ad of their interest. Straight away provide them what you promised in the offer.
   
2. Have a great headline: This is directly related to the first point but so important that it has to be mentioned separately. A mortgage landing page’s headline should clear indicate what’s in it for them (the benefits you offer).
   
3. Make it appealing (free of clutter): Don’t put a lot of information, just mention the key features/benefits. Use graphics or even a video where possible instead of regular text.
   
4. Limit navigation: Purpose of a mortgage landing page is to convert visitors into leads, you want them to take action and provide you with their details. So there is no need to provide links for them to navigate to the other webpages of your website.
   
5. Clear call to action (CTA): The call to action, known as the “CTA” is an appeal to users, inviting their response. A well optimized effective call-to-action is very specific and clear, allowing your website visitor to take the appropriate next step without any confusion.
   
6. Offer value: Provide your visitors something valuable in return, such as a free report, an ebook, video, checklist, whitepaper, or zero fee.
   
7. Use a short form: You want your visitors to take action, don’t distract with unnecessary lengthy form. Short form landing pages are critical in increasing the number of leads (maximum conversion). Remember you just want them in the loop, remaining details (if needed) can be acquired later.
   
8. Create a thank you page: A thank you page is a page you send visitors once they fill out the form on your mortgage landing page. This page should confirm that the user’s action was successful. Tell leads what they expect next: e.g. tell them that they will receive a follow-up email confirming their subscription. A link to download the free offer can also be a part of the thank you page.
   
9. Test, test, test and test some more: The secret sauce in the successful marketing campaign lies in the testing. For better results, split test different variations of your landing page. Test primary headline, sub headings, bullet points, images, video, CTA, and even form fields. Test until you get a landing page that works for your specific offer.

An example of well designed landing page

Have a Question or Query?

---