Content Guide: Mortgage Loans

Helping you convert more visitors, build trust, and stay compliant

A high-performing mortgage landing page does more than list rates — it builds credibility, educates potential borrowers, improves SEO, and makes it easy for them to take the next step. This checklist covers the essential details homebuyers look for before applying, while ensuring your page meets compliance requirements and delivers valuable, search-friendly content.

1. Hero Section

A strong mortgage hero section should immediately communicate trust, expertise, and financial clarity—three things borrowers look for right away when comparing lenders. Because homebuyers make quick judgments based on rate transparency and ease of process, the hero must highlight your most competitive mortgage benefits and provide a simple path to pre-approval.

Focus on the information borrowers look for within the first 3–5 seconds:

Competitive “As Low As” APR: Display your most compelling rate prominently in the hero area. Mortgage shoppers are extremely rate-sensitive, often opening multiple lender websites at once. Clear, upfront rate transparency establishes credibility and encourages visitors to continue exploring your loan options.
Loan Type Highlight: If you have a flagship mortgage product (e.g., 30-year fixed, first-time buyer program, or low-down-payment option), feature it in the hero to reduce decision fatigue. A concise descriptor, such as “Low down payments for first-time buyers” or “Stable payments with a 30-year fixed rate,” helps visitors immediately identify if your offering aligns with their needs.

Your main call-to-action should sit above the fold and be action-oriented, using phrasing like “Get Pre-Approved,” “Start My Application,” or “See Your Rate.” A prominent CTA builds momentum and encourages qualified leads to begin the process right away.

A supportive, low-pressure secondary CTA can help visitors who are still researching. Options like “Talk to a Mortgage Specialist” or “View All Rates” guide hesitant buyers toward personalized guidance or deeper rate comparisons without slowing the conversion path.

Use visuals that evoke trust, security, and the emotional moment of homeownership, such as families in their living room, individuals reviewing home plans, or people celebrating moving day. Choose warm, welcoming imagery that reflects your audience and avoids overly staged real estate photos. Clean, uncluttered backgrounds keep focus on your offer and CTA, while visually reinforcing the journey toward a new home.

SEO Tips for the Hero Section
Add an AI-friendly summary block: Include a brief, conversational 1–2 sentence mortgage summary to improve your chances of appearing in SGE.
Match mortgage search intent: Make rate transparency and pre-approval options immediately visible as these are the top queries borrowers search for.
Boost local relevance: Including even a single local cue, such as “Trusted by Rhode Island homebuyers for 65 years” or “Serving Vermont homebuyers”, strengthens your ability to rank for geographically targeted mortgage searches.
Use natural mortgage keywords: Include phrases like “mortgage rates,” “home loans,” and “get pre-approved” in clean, readable text to reinforce relevance.

2. Essential Loan Information

These are the core facts every borrower expects to see before applying. Providing them upfront not only builds credibility but also helps visitors quickly assess if your mortgage options fit their needs.

Interest Rate (APR): Display your most competitive rate prominently in the hero section. This instantly draws attention and gives visitors a benchmark.

In the main loan details section, include a small table showing rates for your most popular products — for example, 15, 20, and 30-year fixed mortgages plus one or two adjustable-rate options, if relevant. This allows borrowers to compare at a glance without feeling overwhelmed.

If you offer more than five rate variations, keep the landing page table concise with only the top options, and include a “View All Rates” CTA button linking to a dedicated rates page. This approach keeps the page clean, avoids information overload, and ensures users who want detailed rate comparisons can easily find them.

Loan Term: Offer the most common terms (15, 20, 30 years) with a short note on the trade-offs. That helps borrowers choose the option that fits their budget and goals.
Loan Type Options: Clearly outline available products (fixed-rate, adjustable-rate, FHA, VA, USDA) with a brief description or comparison chart. Helps visitors quickly identify which loan type may suit their needs.
Down Payment/Loan to Value (LTV): State the minimum required and explain how it impacts interest rates, monthly payments, and PMI. This helps set expectations and reduces surprises later in the process.
Closing Costs & Fees: Provide an estimated range or breakdown of lender, third-party, and origination fees. This gives visitors a realistic picture of total upfront costs.
Property Type Eligibility: Clearly list the property types you finance (single-family homes, townhomes, condos, multifamily…), if applicable. This helps borrowers quickly confirm if their property qualifies.

For Credit Unions Only:

Membership Eligibility: It’s important to clearly outline who is eligible to become a member before applying for a mortgage. Borrowers often feel uncertain about credit union membership rules, and a simple eligibility line helps remove confusion early in the process. A concise statement such as “Membership required. You may be eligible if you live, work, worship, or attend school in…” provides immediate clarity and reassures visitors that joining is straightforward. This reduces friction, prevents ineligible applications, and supports a smoother overall user experience.

SEO Tips for Essential Information
Use clear, keyword-rich headings: Terms like “Mortgage Rates,” “Loan Types,” and “Down Payment Requirements” match high-volume search queries and help Google understand your page structure.
Keep rate tables in crawlable text: Avoid images — Google must be able to read APRs and loan terms to index them properly.
Include natural mortgage terminology: Phrases like “fixed-rate mortgage,” “adjustable-rate mortgage,” “FHA loan,” and “minimum down payment” improve relevance for core mortgage searches.

3. Mortgage Calculator

When possible, include a mortgage calculator directly on your landing page to give visitors an interactive way to see how different loan amounts, interest rates, and terms affect their monthly payments.

This hands-on tool turns abstract numbers into a personalized scenario, helping borrowers quickly assess affordability and make informed decisions. It also keeps users engaged longer on your page — which can improve SEO — while positioning your bank as a helpful, transparent resource from the very first interaction.

SEO Tips for the Mortgage Payment Calculator
Use a calculator that outputs crawlable text: Google prioritizes pages where calculation results or payment estimates can be indexed, helping the page rank for mortgage-related queries such as “monthly mortgage payment” or “mortgage calculator.”
Add a contextual paragraph above the calculator: Include a brief intro such as, “Use our mortgage payment calculator to estimate monthly payments for fixed-rate or adjustable-rate mortgages, compare loan terms, and plan your homebuying budget.” This adds keyword-rich context and improves search relevance.

4. Timeline and Process

Laying out the mortgage process step-by-step gives borrowers a clear roadmap, helps them feel in control, and reduces hesitation to apply. Setting expectations upfront builds confidence and keeps leads engaged.

Pre-Approval Process: Highlight speed, simplicity, and thoroughness. A streamlined process appeals to busy borrowers and increases application starts.
Closing Timeline: Share the average time from application to funding. This helps borrowers plan their move or purchase date and shows you respect their time.
Rate Lock Period: Explain how long a quoted rate is guaranteed. This creates urgency to apply and assures borrowers they won’t lose a favorable rate mid-process.
Eligibility Requirements: Provide a quick checklist of basic qualifications to help borrowers self-assess early and reduce unqualified applications.
Required Documentation: List common items like pay stubs, W-2s, and tax returns. This removes uncertainty and allows applicants to prepare in advance, speeding up approvals.

SEO Tips for the Timeline and Process Section
Use clear, descriptive subheadings: Labels like “Pre-Approval Process,” “Rate Lock Period,” and “Closing Timeline” match common search queries and help Google understand the structure of your mortgage process content.
Include long-tail phrases naturally: Phrases such as “how long does mortgage approval take,” “documents needed for a mortgage,” and “how mortgage rate locks work” increase the page’s relevance for informational searches.
Write steps in conversational language: Search engines, especially SGE (Search Generative Experience), prefer natural explanations. Simple, human phrasing improves your chances of being featured in answer-based results.
Incorporate local details when possible: If your institution’s closing timelines or pre-approval expectations reflect local market factors, referencing your region boosts local relevance and search visibility.

5. Services and Experience

Borrowers aren’t just comparing rates — they’re evaluating the overall experience. Highlighting your service approach and tools shows why choosing your bank means a smoother, more supportive mortgage process.

Local Expertise: Showcase knowledge of the borrower’s market, including community-specific programs or insights. This positions you as a trusted advisor, not just a lender.
Local Underwriting, if Applicable: Emphasize that decisions are made locally by underwriters who understand the community and regional market conditions.
Lender Responsiveness: Promote your quick reply times and clear communication standards. Fast, helpful responses build trust and prevent borrowers from looking elsewhere.
Digital Tools: Feature conveniences like online applications, secure document uploads, and real-time loan status tracking.
Customer Reviews (Optional): Include testimonials or ratings to provide social proof. Positive reviews reassure prospects that others have had a great experience with your bank.

SEO Tips for Services and Experience
Highlight local elements in crawlable text: Mentioning community programs, regional market insights, or local underwriting signals strong geographic relevance, improving visibility for location-based mortgage searches.
Include text-based reviews or ratings, when possible: Search engines can’t read images of testimonials, but crawlable reviews improve credibility signals and support E-E-A-T.
Link to supporting pages where relevant: If you have dedicated pages for digital tools, customer service standards, or community programs, link to them to strengthen internal linking and reinforce your institution’s expertise.

6. Call-to-Action Buttons

Clear calls-to-action (CTAs) guide visitors toward the next step, while compliance signals build trust and ensure legal requirements are met. Both are essential for converting qualified leads responsibly.

Choose strong CTA button text that promotes action, for example, “Get Pre-Approved Now,” “See Current Rates,” “Schedule a Consultation.” Place these after key sections — not just at the bottom — so borrowers can act when ready.

SEO Tips for the CTA Buttons
Add descriptive anchor text: Instead of plain “Apply,” use “Apply for a Mortgage Loan” so Google associates intent with the button.
Place multiple internal CTAs throughout the page: Helps Google understand the hierarchy and importance of actions.

7. FAQs: Frequently Asked Questions

Including a Frequently Asked Questions section strengthens your mortgage loan page by addressing common concerns upfront and reducing friction for borrowers who may still be comparing lenders or are unsure about eligibility.

FAQs provide clarity on topics that typically stall applications, such as credit requirements, approval timelines, refinancing rules, or whether pre-approval is available. They also help support your institution’s transparency by proactively answering the questions people are often hesitant to ask. A well-rounded FAQ section usually includes 5–10 questions, covering the most important areas of the auto loan process without overwhelming the page.

SEO Tips for the FAQs Section
Target search questions directly: Use questions borrowers commonly search, such as:
“How does the mortgage approval process work?”
“What credit score do I need for a mortgage?”
“How much do I need for a down payment?”
“What is a mortgage rate lock?”
Write conversational answers: Clear, natural explanations improve your chances of being selected for AI/SGE answer snippets and featured responses.
Use expandable FAQ accordions: These improve mobile usability and help Google understand the structure of questions and answers.
Include local-focused questions when applicable, for example, “Does ABC Bank offer mortgage loans in [City/Region]?” or “Are there local first-time homebuyer programs available?” These strengthen local SEO signals and align with geographic search intent.

8. Optional Information

Beyond these core details, certain additional information can enhance your mortgage landing page by answering common borrower questions and setting realistic expectations. While not mandatory, including some of these elements could strengthen transparency, improve borrower preparedness, and keep visitors engaged.

Some of these details are purely educational — such as explaining credit score requirements or escrow — while others can serve as competitive advantages that help differentiate your bank in the market.

Lenders/Mortgage Specialists:

A visible lender team reassures visitors that expert guidance is available, reduces the intimidation factor of applying for a mortgage, and gives borrowers a clear, human point of contact rather than a generic form or inbox. This sense of accessibility and personalized service strengthens trust and encourages more borrowers to take the next step toward pre-approval.

When possible, include:

Professional headshot of each lender
Full name and job title
NMLS ID (required for credibility and compliance)
Direct contact information (email and/or phone number)
Service area or branch location (if relevant)
“Schedule an Appointment” or “Contact Me” button for a clear next step

SEO Tips for the Mortgage Specialists Section
Show lender information in crawlable text: Names, titles, and NMLS IDs should appear as standard text, not embedded in images, so search engines can read and associate the page with verified mortgage experts. This strengthens E-E-A-T signals and boosts credibility.
Use descriptive alt text for headshots: Instead of generic labels, use descriptive alt text such as “Headshot of Maria Lopez, Mortgage Loan Officer,” improving both accessibility and clarity for search engines.
Link to individual lender profile pages, if available: Internal links to detailed lender bios help distribute authority throughout your site, improve crawl paths, and give borrowers a deeper sense of trust and connection.
Highlight local expertise when relevant: Mentioning each lender’s branch location or the communities they serve helps reinforce local relevance signals, important for geographically targeted mortgage searches.

Educational Elements:

Credit Score Requirements: Share the minimum needed and note how the credit score influences the interest rate offered. This helps borrowers self-assess readiness before applying.
Debt-to-Income (DTI) Ratio: Explain how it’s used in approval decisions and give an example of an acceptable range. This demystifies a key qualification factor for potential applicants.
Private Mortgage Insurance (PMI): Explain when PMI is required, its cost, and how and when it can be removed. Transparency here builds trust and helps borrowers budget accurately.
Extra Payment Options: Highlight the ability to pay down principal early without penalties. This attracts financially savvy borrowers looking to save on long-term interest.
Escrow Requirements: Explain whether taxes and insurance are included in monthly payments. Setting expectations up front prevents confusion and future frustration.

Competitive Advantages:

First-Time Buyer Assistance: Feature down payment grants, reduced PMI, or special rates. These programs can make homeownership possible for those with limited savings.
Refinance & Portability: Explain options for refinancing or transferring the loan when moving. Flexibility like this reassures borrowers who may need to adapt their mortgage in the future.
Rate Drop Refinance Programs: Showcase reduced-cost refinancing if rates decrease. This creates confidence that borrowers won’t be “locked in” to a higher rate long-term.

SEO Tips
Add internal links to deeper educational resources: If your institution has pages on credit building, PMI guidelines, or budgeting tools, linking to them strengthens your internal linking structure and signals to Google that your site offers comprehensive mortgage learning pathways.
Write in conversational, explanatory language: SGE and AI-driven search favor approachable, human explanations. Breaking down complex topics in plain language boosts your likelihood of being featured in AI summaries or rich snippets.

9. Compliance and Disclosures (Required for Most Lenders)

Compliance elements aren’t just legal requirements — they’re essential trust signals. Including clear disclosures, privacy statements, and fair lending identifiers reassures visitors that your bank operates transparently and responsibly.

Equal Housing Lender Logo: Signals adherence to fair lending laws.
NMLS Information: Mortgage lenders and originators are required to display their Nationwide Multistate Licensing System (NMLS) identification numbers. This includes the institution’s NMLS ID as well as individual loan officer NMLS IDs when specific lenders or branch contacts are featured on the page. Displaying NMLS information fulfills legal requirements and reinforces credibility — borrowers expect to see it, and regulators consider it a standard part of compliant mortgage marketing.
Required Disclosures: Always include legally required disclaimers, such as changes to rates or terms, APR example limitations, and qualification criteria. Place these in a clearly visible but non-intrusive location, often near the CTA or at the page footer, in order to meet compliance standards while maintaining a clean design.
Privacy/Security Statement: Required if collecting personal information online, reassuring borrowers that their data is safe.
NCUA/FDIC Insurance Statement: If applicable, include the appropriate NCUA (for credit unions) or FDIC (for banks) insured wording or badge. While deposit insurance doesn’t apply to loans, displaying the badge reinforces institutional credibility and reassures users that their deposits are protected, strengthening overall trust in the lender.

All required disclosures should follow the “one-click rule” — meaning customers must be able to access the full disclosure content within a single click from the claim or statement it supports. This ensures compliance with regulatory guidelines while keeping the landing page clean and user-friendly. Place links or expandable text near the related content so visitors can easily review terms without leaving the page experience.

By incorporating these elements into your mortgage landing page, you create a resource that’s not only informative and compliant but also compelling for prospective borrowers.

The right mix of clear loan details, user-friendly process explanations, trust signals, and strategic CTAs can significantly increase engagement and applications — turning casual visitors into confident clients.