What is a Mortgage Landing Page?

Last updated on by Minta Montalbo in Conversion Optimization

As a mortgage company your target audience ranges from home buyers to savvy interest rate shoppers – prospects who are looking for offers to finance their homes.

How do you convince them to use your service for their needs? By creating segmented ads and connecting them to dedicated mortgage landing pages that have the power to convince users to convert for your offer.

So, what exactly is a mortgage landing page? Let’s find out.

What is a mortgage landing page?

Mortgage landing pages are pages that visitors are sent to after they’ve clicked your ad. The dedicated pages showcase the offer highlighted in the ad and ideally have a combination of optimized elements (more on this later) making the user more likely to convert.

Unlike mortgage website homepages, which are created for a browsing experience, mortgage post-click pages are dedicated to promoting a single offer.

Citibank’s mortgage landing page is a perfect example of what an optimized page should look like.

Now that we’ve established what a mortgage post-click page is, let’s discuss why your company needs one.

Why does your company need one?

Since mortgage is a big ticket item, users will likely shop around for the best rate and choose a lending institution they feel comfortable with. When your pre-click and post-click advertising have the same message, it reassures the user of your credibility and they are more likely to convert for your offer.

For example, contrast the Citibank mortgage page featured above with the following Large Mortgage Loans post click experience:

Here is the ad Large Mortgage Loans uses, the ad headline specifically talks about New York Mortgages and mentions offering loans of over £500K.

This is the page users are sent to post-click:

This of course is not a dedicated or optimized page, the first indication of that is in the headline which has no mention of New York or of the mortgage amount showcased in the ad. The Call to Action button doesn’t call out to the users and to make matters worse, the page is designed with so much clutter that it’s hard to go through it.

Post-click landing pages offer an easy path for visitors to find what they came for, while providing mortgage companies with an opening to start the conversation (i.e. generate a lead and start building a relationship).

Let’s now see how you can promote your pages, and when you should promote them.

How to generate traffic to your pages?

The best way to drive traffic to your page is through online advertising, specifically paid ads. You have the option of using several advertising platforms, the best thing would be to test multiple platforms at first and ascertain where your ad and page get the most traction. You can then focus advertising dollars on that platform.

Use the following advertising platforms to generate traffic to mortgage landing pages:

Along with understanding which advertising platform to create your real estate mortgage landing pages on, it’s also vital you know when you should promote the pages.

When to promote the pages?

To ensure you get a positive ROI on your mortgage campaigns, it’s important you promote the pages at these key times:

You now know what a mortgage landing page is, why you need one, and how and when you should promote them. It’s now time to see what best practices you need to implement on the page to ensure it has the power to convince users.

Best practices to create your page

Your mortgage post-click page should have the following best practices to improve its chances of converting users.

Let’s see how Quicken Loans’ mortgage ad and post-click page measures up against the best practices listed above.

The Quicken Loans ad headline talks about saving big while buying a home. The ad offers to calculate your potential savings to help you save.

This is the page users are directed to post-click:

Mortgage landing pages help you convert users into customers

Connecting your mortgage ads with dedicated post-click pages improves your chances of converting users into customers because the pages put your offer in the spotlight. This is not the case if you connect your homepage or any other website page with your ad.

Optimize your pages and personalize them for each audience segment to see the best conversion results. Don’t know how to personalize your page? Request for an Instapage demo here.

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