In an industry as competitive as real estate finance, having a website isn’t enough. Mortgage companies often invest in slick designs and expensive ad campaigns, only to be baffled when conversions stay flat. If your mortgage website isn’t generating qualified leads, loan applications, or even basic inquiries, it’s time to dig deeper.
At Proximate Solutions, we specialize in performance-driven digital strategies, and we’ve analyzed countless mortgage sites to identify where they go wrong. Below, we uncover five major mistakes that kill conversions and how to fix them immediately.
Mortgage lending is personal. People aren’t just looking for rates they’re looking for trust, reliability, and guidance during one of the biggest financial decisions of their lives.
Rewrite your homepage and landing page copy with customer-centric messaging. Use clear headlines like:
“Buy Your Dream Home with Confidence”
“Lower Rates, Faster Approvals, Friendly Experts”
Incorporate real-life scenarios and pain points: first-time buyers, refinancing stress, or credit concerns. Empathy-driven content converts.
You’ve probably seen it: a beautifully designed mortgage site with zero direction. Visitors are left wondering what to do next.
Use one primary CTA per page with clarity and intent. For example:
“Get Pre-Approved in Minutes”
“Check Your Refinance Rate Now”
Also, place CTAs above the fold and repeat them throughout the page. Add trust elements around them (e.g., “No impact to your credit score,” “Takes less than 60 seconds”).
At Proximate Solutions, we A/B test CTA placement, language, and design to identify what drives the most clicks and conversions.
Speed matters especially in 2025. Users won’t wait more than 3 seconds for your site to load. And if it’s hard to use on mobile? You’ve already lost them.
Need help? Our team at Proximate Solutions offers mobile optimization packages tailored to mortgage websites ensuring you don’t lose leads on the go.
Mortgages are high stakes. If your site doesn’t scream credibility, prospects will jump ship. In fact, 85% of online users trust reviews as much as personal recommendations.
Even better? Incorporate video testimonials for authenticity. At Proximate Solutions, we help clients create short-form testimonial videos that dramatically increase trust and time-on-page.
Your forms are where conversions should happen. But most mortgage websites either ask for too much too soon or make it too complicated.
Also, ensure users receive instant feedback after form submission whether that’s a confirmation screen, email, or follow-up offer.
Even if your site is decent, most visitors won’t convert on their first visit. If you’re not retargeting them or nurturing them through a funnel, you’re leaving money on the table.
What You Can Do:
At Proximate Solutions, we build custom marketing funnels for mortgage businesses mapping every touchpoint from first click to final application.
Your website should be more than a digital brochure. It should act as a 24/7 lead engine, converting traffic into conversations, applications, and closed loans.
The good news? Most mortgage websites don’t get it right. That gives you an edge if you’re willing to fix these 5 conversion-killing mistakes now.
If you’re unsure where to begin or want a partner to help you transform your website into a high-performing asset, Proximate Solutions is here to help. Our team specializes in lead-generation websites, intelligent funnels, CRM integrations, and AI-powered optimization.
Book a free website audit today and let us show you what’s holding your conversions back.
Let’s turn your underperforming mortgage site into a lead-generating machine.
Contact Proximate Solutions and start converting better today.
You might be attracting the wrong audience, lacking strong CTAs, or not offering a compelling value proposition. Poor form design and slow site speed can also hurt conversions.
Key elements include fast loading times, trust signals (like testimonials and badges), optimized lead forms, personalized CTAs, and clear, benefit-driven content.
Focus on mobile responsiveness, intuitive navigation, quick load speeds, and visual clarity. Also, simplify your messaging and make forms easy to fill out.
What type of content increases mortgage website conversions?
Helpful blog posts, mortgage calculators, FAQs, explainer videos, and real customer success stories can build trust and push users toward taking action.
Yes. Chat support increases engagement helps answer questions in real time and can significantly boost conversion rates by reducing friction in the customer journey.
