The landing page is an essential but often-forgotten component of website design. This is because it serves a very singular purpose, making it quite standalone compared to other more interconnected pages of your website. It’s also a crucial part of your mortgage marketing strategy, especially when boosting lead generation following paid ads or email campaigns.

What is a landing page?

A landing page is a standalone webpage accessed through marketing material that features a specific call to action. It would work as a lead generation page for mortgage brokers, where users arrive and are encouraged towards conversion, often as a part of a specific campaign, product or audience segment.  

Why landing pages matter for mortgage advisers

Your various marketing campaigns are going to take you all over the internet, drawing in visitors who are intrigued by your Google Ads content, your social media, your email campaigns, as well as whatever else you have active. Rather than just being taken to your Home page, a landing page increases lead quality by targeting specific needs - in the case of a mortgage marketing strategy, these needs could be those of first-time buyers, the self-employed or those in remortgaging situations.  

Being taken right to the page that’s applicable to them creates a much clearer user journey, while allowing you better metrics with which to track performance.

Key elements of a high-converting landing page

It’s not enough to just have landing pages in place - to be successful, they have to be effective. Here are some inclusions to help you create a mortgage landing page:

• A clear and benefit-focused headline
• Subheadings that support context and build interest
• Relevant imagery that reinforces trust and professionalism, often with a key, hero image
• A prominent and repeated call to action (CTA), such as ‘book your free mortgage review’
• Simple and minimal booking or contact forms
• Trust signals like client reviews, awards and testimonials and an FCA-regulated badge
• Benefit-led copy that reinforces what’s in it for the client
• Limited navigation that keeps the client on the relevant landing page
• Optimisation for users navigating the page on mobile devices or tablets

Tips to improve mortgage landing page performance

To build an effective landing page for your mortgage website, you need to ensure it’s performing to its maximum potential. For example, the landing page that visitors are led to should be on the same topic as the copy or content that led them there in the first place, ensuring a continuous experience that’s relevant to what they’re looking for - with a different page for each campaign or target group.

A/B testing using different headlines and CTAs can help you to determine which of the two pages are more effective at drawing organic traffic, with heatmaps and scroll mapping giving you a sense of where else you could refine landing pages further. Again, trust signals like real reviews can help to build trust in the credibility of your brand.

Common mistakes to avoid

The targeted nature of the landing page is why it’s so effective, meaning that leading users to generic content without a clear CTA should be avoided. This is a stripped-back and focused page, meaning that overloading it with text or irrelevant clutter can actively work against you - as can asking for too much information in the contact form, as this would make filling it out more off-putting than it needs to be. You also want to maintain focus on the landing page itself, with too much linking to other parts of the website potentially hurting conversion rates.

When to build a landing page vs a standard web page

A landing page is situational, something that you should deploy in relevant, lead generation campaigns. Regular pages on your website, on the other hand, might be better to draw visitors to your evergreen content that you keep running all the time, such as your Home or About pages.

Landing pages are a key part of any effective mortgage marketing strategy. They’re a key aspect of the user experience, leading them from your various online presences right towards the service that’s right for them, making them invaluable for lead generation.