Content Guide: Mortgages
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. 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.
2. 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.
3. 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.
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.
4. 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.
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. These signal efficiency and make the process easier for busy applicants.
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.
5. 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.
6. 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.
Required Disclosures: Always include legally required disclaimers, such as changes to rates or terms, APR example limitations, and qualifications 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 their data is safe.
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.
7. 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.
Educational Elements:
Credit Score Requirements: Share the minimum needed and note how 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 upfront 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.
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.