Most broker websites look the same — generic headings, vague promises and little reason to stick around. The problem isn’t your services but how they’re presented. And if potential clients can’t quickly find what they need or see how you’re different from the next broker down the street, they’ll bounce.
Great website content solves this. By structuring your site around smart, strategic landing pages — each one designed to inform, build trust and convert — you give visitors a reason to enquire.
Here’s a breakdown of the 15 landing pages every mortgage broker should include on their website, grouped into five core categories:
- Services Pages
- About Pages
- Industry & Clients Pages
- Trust & Resources Pages
- Conversion & Support Pages
Services Pages
These are the heart of your website — built for search, structured for clarity and written to speak to each client’s specific needs. Ideally, each of these pages should target its own keyword and guide users toward your contact or quote form.
1. First Home Buyer Loans
Speak directly to hesitant first-timers. Walk them through how you help with deposits, LMI, grants and lender choice — all in plain English.
2. Refinancing
Break down the benefits of refinancing, with use cases: lower repayments, debt consolidation, equity access. Include FAQs in that same page to help users self-qualify.
3. Investment Property Loans
Investors want sharp structuring and long-term strategy. Use this page to highlight how you help them optimise lending across portfolios.
4. Construction Loans
Explain progress payments, valuation hurdles and timelines. Be a calming, clear voice amid a chaotic build process.
5. Debt Consolidation
Empathetic, helpful language goes a long way here. Focus on simplifying repayments and improving monthly cash flow.
6. Low Deposit / Specialty Loans
If you offer guarantor loans, low-doc, self-employed or expat lending, create a standalone page for each — even a short one. These niches often perform well in search.
You’ll see that I’ve given some suggestions on how to speak to the visitor landing on each page. This is crucial—those who visit each unique page have their own unique challenges. So, appeal to them by offering solutions and speaking in a tone that will be most suitable for and most helpful to them.
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About Pages
About pages do more than introduce your business — they build trust, humanise your brand and improve SEO when structured correctly.
7. About Page (Pillar)
This is your hub. Tell your story, explain your values and make the reader feel like they’re in the right place. Use it to branch into deeper pages like:
- Our Story / Our Why
- Our Team or Principal’s Bio (see below)
Each of these child pages lets you add depth and keywords naturally, while building stronger personal connection.
8. Author Bio Page
Often overlooked, this is essential for brokers who blog or share educational content. A well-optimised author page (with a short bio, headshot and links to articles) boosts credibility and supports SEO by reinforcing expertise and authority in Google’s eyes. (We’ve highlighted this before: Check out our 9+ SEO tips for mortgage brokers.)
Industry & Client Pages
The more clearly you show who you work with, the easier it is for a visitor to see themselves as your next client.
9. Who We Help (Pillar)
Create a top-level “Who We Help” page that briefly summarises each audience you serve, then links to child pages for deeper context.
Suggested subpages for a mortgage broker website:
- First Home Buyers
- Property Investors
- Self-Employed Clients
- Business Owners
- Expats / Non-residents
On each, speak to their specific pain points and explain how your process meets their needs.
Trust & Resource Pages
These pages prove your value without you having to say “trust me.” They give users confidence that you know your stuff and can deliver for them (better than most of your competitors). Speaking of other brokers, most mortgage brokers do not consider these marketing tools.
10. Testimonials Page
Showcase real results from real people. Include names, locations (with permission), and short descriptions of the outcome you delivered. Social proof is a huge tool to generate new broker leads.
11. Case Studies
Go one step deeper than testimonials. Outline the client’s challenge, your strategy and the result. Even 2–3 case studies can build serious trust. Take it from me (as I’ve helped plenty of investment and financial companies chasing them), case studies can help you generate high-net-worth individuals.
12. Blog or Learning Hub
You don’t need to post weekly, but a blog gives you space to educate, build SEO and share insights. Topics like “Fixed vs variable loans explained” or “Refinancing myths busted” work great. Each post should be helpful, human and written like you’re explaining it to a friend. Conversational — not complicated.
Conversion & Support Pages
These are your lead generators. Don’t just tack them on — write them with as much care as your main service pages.
13. Contact Page
Make it simple: phone, email, contact form, office location (if relevant) and a short message reinforcing what happens after someone reaches out. You can and should include your social media links here.
14. Free Quote or Consultation Page
Great for PPC or email campaigns. Frame it around the value you offer — e.g. “Book a free strategy call” or “Get expert lending advice, no obligation.”
15. FAQ Page
Search-friendly and useful, including an FAQ page is a must for brokers. Answer common questions like “How much deposit do I need?”, “What’s the process?” or “Do you charge fees?” with clarity and confidence.
Snapshot of Must-Have Broker Landing Pages
| Category | Pages | Overview / Purpose |
|---|---|---|
| Services | First Home Buyer Loans, Refinancing, Investment Property Loans, Construction Loans, Debt Consolidation, Low Deposit / Specialty Loans | Highlight key loan types you offer, improve SEO targeting, and help visitors self-select by need |
| About | About Us (Pillar), Our Story / Our Why, Our Team / Principal’s Bio, Author Bio Page | Build trust and showcase your personality, background, and values — essential for E-E-A-T and conversions |
| Who We Help | Who We Help (Pillar), First Home Buyers, Property Investors, Self-Employed Clients, Business Owners, Expats / Non-residents | Help visitors see themselves as your client; each page speaks to specific goals, pain points, and value |
| Trust & Resources | Testimonials, Case Studies, Blog / Learning Hub | Social proof, expertise, and helpful content to nurture trust and support search visibility |
| Conversion & Support | Contact Page, Free Quote / Consultation, FAQ Page | Drive inquiries and reduce hesitation by making it easy to take action and get answers |
Want to get these pages written without the long delays?
You don’t need a drawn-out content process. As an expert in finance and content marketing, I help brokers map, write and launch full websites fast — with clear, strategic content that sounds like you, not everyone else in the industry.
Want to deliver for your clients before they’ve picked up the phone to call you? Let’s make it happen.
Generate Quality Leads With Premium Website Content
Your website doesn’t need to be flashy. But it does need to be clear, helpful and built around the pages your clients are actually looking for.
I’ve been there before. I spent over 7 years in the industry as a mortgage broker and commercial lender before moving into financial content full time. Now, I write website content for brokers, lenders and finance professionals across Australia — combining sharp copy with industry experience.
So, if you’re ready to stop sounding like every other broker in the country and build a website that actually works, let’s talk.