Mortgage Landing Pages That Convert: Design and Copy Guide

Mortgage landing pages convert at 5-15% when optimized properly compared to 1-3% for generic website pages. The difference comes down to focused messaging, minimal distractions and clear calls-to-action. Here’s how to build landing pages that actually generate mortgage leads.

What Makes a Mortgage Landing Page Different

A landing page has one job: get the visitor to take one specific action. Unlike your homepage which serves multiple purposes, a landing page strips away everything except what matters.

Homepage vs landing page:

Element	Homepage	Landing Page
Navigation	Full menu	None or minimal
Goals	Multiple	Single action
Links	Many	Few (usually just CTA)
Content	Broad overview	Focused on one offer
Conversion rate	1-3%	5-15%

Every link, image and word should move visitors toward one action: filling out your form.

Mortgage Landing Page Structure

Above the Fold

The top of your page visible without scrolling determines whether visitors stay or leave. You have 3-5 seconds.

Must include above the fold:

• Headline that speaks to visitor’s need
• Subheadline with specific benefit
• Hero image (real people, not stock if possible)
• Primary call-to-action button
• Trust signals (NMLS, logos, ratings)

Example above-fold copy:

Headline: “Get Pre-Approved for Your VA Home Loan in 24 Hours”

Subheadline: “Zero down payment. No PMI. Serving veterans in Texas since 2010.”

CTA Button: “Check My Eligibility”

The Form

Your form is where conversions happen. Every field you add reduces completion rates.

Minimum fields needed:

• First name
• Phone number
• Email address

Optional fields (add only if needed):

• Loan purpose (purchase/refinance)
• Property location
• Estimated credit score range

Form best practices:

• Place form above the fold on desktop
• Use multi-step forms for complex information
• Show progress indicators on longer forms
• Auto-format phone numbers
• Make submit button text action-oriented (“Get My Quote” not “Submit”)

Supporting Content

Below the fold, address objections and build trust.

Sections to include:

1. Benefits list - 3-5 bullet points of what they get
2. How it works - Simple 3-step process
3. Social proof - Testimonials, reviews, logos
4. FAQ - Answer common concerns
5. Secondary CTA - Repeat the form or button

Trust Elements

Borrowers are skeptical. Your landing page must overcome that.

Trust signals to include:

• NMLS license number (required anyway)
• BBB rating or accreditation
• Google reviews star rating
• Number of loans closed
• Years in business
• Security badges (SSL, encryption)
• Client testimonials with photos

Mortgage Landing Page Examples

Purchase Loan Landing Page

Headline: “Find Out How Much House You Can Afford”

Subheadline: “Get pre-approved in minutes. See your rate without affecting your credit.”

Form fields: Name, email, phone, purchase timeframe

Supporting content:

• Benefits: Free pre-approval, rate lock available, close in 30 days
• Process: 1) Answer questions, 2) Get pre-approved, 3) Shop with confidence
• Testimonial: “John helped us buy our first home. The process was so easy!” - The Martinez Family
• FAQ: Do I need perfect credit? How long does pre-approval take?

Refinance Landing Page

Headline: “Lower Your Monthly Mortgage Payment”

Subheadline: “Homeowners in [City] are saving an average of $287/month. See what you could save.”

Form fields: Name, email, phone, current rate (optional)

Supporting content:

• Savings calculator showing potential monthly savings
• Testimonial from recent refinance client
• FAQ about closing costs, break-even timeline
• Trust badges and NMLS info

VA Loan Landing Page

Headline: “VA Home Loans: Zero Down Payment for Those Who Served”

Subheadline: “No PMI. Competitive rates. Funding fee can be rolled into loan.”

Form fields: Name, email, phone, military status

Supporting content:

• VA loan benefits list
• Eligibility requirements simplified
• Veteran testimonials
• NMLS and VA lender approval info

Landing Page Copy That Converts

Headlines That Work

Your headline must grab attention and communicate value in under 10 words.

Formula 1: Specific benefit

• “Get Pre-Approved for a Mortgage in 24 Hours”
• “Save $300/Month When You Refinance With Us”

Formula 2: Question that resonates

• “Ready to Buy Your First Home?”
• “Paying Too Much on Your Mortgage?”

Formula 3: Address pain point

• “Tired of Getting the Runaround From Big Banks?”
• “Denied by Other Lenders? We Specialize in Second Chances”

Button Text That Gets Clicks

Generic buttons kill conversions. Make your CTA specific.

Instead of: Submit Try: “Get My Free Quote”

Instead of: Contact Us Try: “Start My Pre-Approval”

Instead of: Learn More Try: “See If I Qualify”

Testimonials That Build Trust

Good testimonials are specific, relatable and include details.

Weak testimonial: “Great service! Would recommend.”

Strong testimonial: “Mike helped us buy our first home after another lender fell through two weeks before closing. He got us approved in 3 days and we closed on time. Our rate was 0.25% lower than the other quote too.” - Jennifer S., Austin TX, First-time buyer

Mortgage Landing Page Technical Setup

Page Speed

Slow pages kill conversions. Every second of delay reduces conversions by 7%.

Speed optimization:

• Compress images (use WebP format)
• Minimize code and scripts
• Use fast hosting
• Enable browser caching
• Target under 3 second load time

Mobile Optimization

60%+ of traffic is mobile. Your landing page must work on phones.

Mobile requirements:

• Tap-friendly buttons (44px minimum)
• Form fields easy to complete on phone
• Click-to-call phone number
• No horizontal scrolling
• Fast loading on mobile networks

Tracking Setup

You can’t improve what you don’t measure.

Essential tracking:

• Google Analytics on the page
• Form submission tracking as conversion
• Source tracking (UTM parameters)
• A/B testing capability

A/B Testing Your Landing Pages

Small changes can dramatically impact conversions. Test one element at a time.

Elements to test:

• Headlines (biggest impact usually)
• Button text and color
• Form length
• Hero image
• Trust signal placement
• Page layout

Testing process:

1. Identify element to test
2. Create variation (change ONE thing)
3. Split traffic 50/50
4. Run until statistically significant (usually 100+ conversions per variation)
5. Implement winner, test next element

Common Mortgage Landing Page Mistakes

Too Many Links

Every link is an exit point. Remove navigation menus and unnecessary links.

Weak Headlines

Generic headlines like “Welcome to ABC Mortgage” waste your best real estate. Lead with benefits.

Too Many Form Fields

Each additional field reduces completions. Ask only what you absolutely need to follow up.

No Mobile Optimization

If your page doesn’t work on phones, you’re losing half your potential leads.

Missing Trust Signals

Borrowers are wary. Show your credentials, reviews and proof prominently.

No Clear CTA

If visitors don’t know what to do next, they leave. Make your call-to-action obvious.

Frequently Asked Questions

How many landing pages do I need?

Create separate landing pages for each loan type (conventional, FHA, VA, refinance) and each ad campaign. More specific pages convert better.

What’s a good conversion rate for mortgage landing pages?

Industry average is 2-5%. Well-optimized pages convert at 8-15%. If you’re below 5%, there’s room to improve.

Should I use video on landing pages?

Video can increase conversions but must load fast and not autoplay with sound. Test it against your current page.

How much does it cost to build a mortgage landing page?

DIY with tools like Unbounce or Leadpages: $50-200/month. Custom design: $500-2,000 per page. The investment pays for itself with higher conversions.

Do I need different landing pages for Google Ads vs Facebook?

Yes. Google visitors have high intent and want quick information. Facebook visitors need more education. Tailor messaging accordingly.

Getting Started

1. Pick one loan product to create a landing page for
2. Write your headline focused on the main benefit
3. Create a simple form with 3-4 fields maximum
4. Add trust elements - NMLS, testimonials, reviews
5. Set up tracking before driving traffic
6. Launch and measure - aim for 5%+ conversion rate
7. Test and improve - change one element at a time

For more on driving traffic to your landing pages, see our guides on mortgage advertising and digital marketing for mortgage brokers.