As a lending institution, you offer consumers sophisticated financial solutions. From first time home buyers to savvy interest rate shoppers, you cater to a variety of people with different needs and motivations.
How do you connect the right people to the right services?
By carefully crafting your company’s landing pages to speak to specific audiences.
This post will explain the what, why, who, and how of mortgage landing pages, followed by tips on where to promote your page.
Think your mortgage company already has a landing page? Well ...
All three of these questions refer to excellent content to put on your website pages, but only the first is absolutely critical to a landing page. Landing pages should avoid extra information that could distract a viewer from finding the call-to-action and converting on the form.
Web pages versus mortgage landing pages can be summed up this way:
Not only does your company need a mortgage landing page, you probably need more than one. Why? Landing pages offer a simple way to generate leads in a complicated industry.
According to Aspire, 90% of the mortgage industry leverage websites that gain little traffic and generate meaningless leads. Operating in a big ticket industry with many competitors like you do, mortgage buyers will shop around for the best rate and choose a lending institution they feel comfortable with. It is imperative you appeal to the shopper, not yourself.
Let’s take a look at this web page to see why it doesn’t function very well:
What we like:
What we don’t like:
This is a web page created for Nick to tell you about Nick, not for Nick’s potential leads to tell him about themselves.
Now take a look at this landing page by Quicken Loans:
This landing page is optimized for turning visitors into leads:
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).
Short answer: pretty much everyone who is interested in mortgage financing.
In the past, business relationships were often passed down from parent to child or through local proximity. Today, more and more people search for information and services online, where they have nearly limitless options.
Despite the complicated nature of mortgages (or perhaps because of it), the industry is a prime subject of Internet searches. Mortgage landing pages are where those searchers end up, if you do it right.
Each landing page your company creates should be tailored for a specific product or service that you offer. For example, if your company caters to existing homeowners, you might consider creating one landing page dedicated to refinancing, and another focused on reverse mortgages.
Your landing pages should match your advertising in their subject matter and audience targeting (more on this a little later).
To make sure a visitor stays long enough for you to convince them to do business with you, make sure the content matches their expectations.
Now let’s apply these best practices to mortgage landing pages.
Mortgage companies almost always offer multiple types of financial services. Each type of service will appeal to a different type of consumer.
With those points in mind, let’s look at the following page:
Chase offers several mortgage financing options to customers. This landing page speaks specifically to people looking to refinance an existing mortgage. The language conveys a sense of urgency, with references to “today’s low mortgage rates” and locking in ASAP.
Compare it to one of their other landing pages targeting new home buyers:
Same Chase branding, contact information, and call-to-action buttons, but the keywords appeal to home buyers and the tone is one of guidance and support.
Buying a home is huge deal. Refinancing an existing mortgage can help people get a handle on their finances through debt consolidation, or free up cash to take their dream vacation.
These are emotional experiences for people and mortgage companies need to deliver a human element through their online interactions. Even though the product is all about the numbers, the delivery needs to focus on the emotion, such as the following:
For a good critique of backtracking and other landing page mistakes, see ClickThroo’s recent post.
Mortgage landing pages offer an opportunity to start building a long-term relationship with potential leads. Visitors need to know that any information they provide will be kept safe and confidential.
In most cases, a landing page should incorporate the use of a “thank you” page once someone converts on your form. For the mortgage industry, however, the form is just the beginning of a long and fruitful relationship.
The best way to say thanks to a mortgage customer is in person, or at least over the phone.
To help facilitate these relationships and generate leads, offer alternate contact methods to meet people at their place of comfort.
Let’s apply the previous criteria to an actual mortgage landing page. Take a look at one of my favorites from VA Home Loans:
Audience & Content: The imagery is perfectly suited to the page’s military audience - a soldier coming home – and establishes an immediate emotional connection that eliminates the need for extensive text.
Simplicity: The form is simple and easy to find. The call-to-action button is highlighted with a pop of color.
Trust: A high average customer rating, encryption reference, and VA approval add up to a trustworthy and vetted program.
Relationship: Visitors are offered an alternative way to get more information, facilitating the start of a relationship with users who prefer to talk to a real person.
Now that we’ve covered the basics and why you should care, none of that will matter if nobody comes to your page in the first place!
Where you should advertise depends on your audience. Some examples:
The best way to direct Internet searchers to your landing page is to meet them where they hang out:
Long-tail keywords in action: “First time home buyer”
Here’s an example of search results provided by Google for the search query, “first time home buyer”:
Note that Wells Fargo has both a Google AdWord focused on the long-tail keyword phrase “get prequalified for a first home,” as well as an organic listing with excellent repetition of keywords in both the title and description. The description offers useful content – “tips, tools, and information” - that speaks directly to the needs of a first time home buyer.
To manage your advertising expenses maximize the return on investment, it’s recommended you promote your page at these key times:
The more customized your mortgage landing page is, the better chance you will have at converting visitors. We’ve done the “landing page coding” so you don’t have to. Use our simple design-friendly editor to create your first mortgage landing page for free and start seeing those visitors turn into clients!