In the mortgage industry, your website should be a source of information and education. Customers are most satisfied when you keep them filled with information about real-estate terms, credit score do’s and don’ts, and other ‘universal’ information that would benefit them when thinking about their mortgage situation. This information tends to be more generic and less personal, but still essential for your readers.
But one place that should be personal and customized is the content on your home page. Why you ask?
⦁ This is your one chance to impress a site visitor and share with them why you are the mortgage broker they should work with.
⦁ It may be the only page on your site that they visit.
⦁ It gives you the opportunity to differentiate yourself from your competitors.
⦁ Search engines will rank you higher if your content is more unique.
A personalized home page is a must. Here are some tips to make it the best.
⦁ What is your brand? Start with three things that you want your clients to know. This is your chance to define yourself through your messaging. How many loans have you closed? Brag about it. Do you specialize in specific financing markets? Talk about each one. Are you great to work with? Let them know why. If you don’t tell your readers about the things that make you unique than they won’t know.
⦁ If you have taken our ‘We’ test than you know the importance of making your customer the subject of your content. This is no different when it comes to your homepage. People like to talk about themselves, and they like when you talk about them as well. Avoid using ‘I’ and ‘We’ in your content. Instead use ‘You’ and ‘Your’ to identify with your customer. Talk about their problems and how you can help.
⦁ Don’t waste their time. When someone visits your site, you only have seconds to capture his or her attention. A ‘welcome to our website’ is not going to help you prove to them to stay on your site. Instead, something along the lines of “With 15 years of customer-focused mortgage experience, ABC company can help with your mortgage needs’ would be better and more to the point.
⦁ Use keywords in your content. If your prospective clients are searching for your services, what type of words or phrases would they put into a search engine? Are these words and phrases on your home page? If they don’t fit naturally into your messaging, be sure to include them in your page’s keywords.
⦁ Break up your content with bullet points. No one wants to read paragraph after paragraph of information. They want to be able to quickly scan your website to determine if it’s worth their time to stay and learn more about you. By using bullet points, you help your reader digest important information about you more quickly.
⦁ Use images and graphics. People are naturally drawn to pictures and it helps break up content. Make sure the images are relevant to your business and include them on your home page.
⦁ Review your home page and then have someone else review it. Have someone that you trust to give honest feedback, both good and bad, look over your home page. They don’t have to be mortgage experts either. The more people you have look at your site, the better it will be.
⦁ Make your home page a continuous project. Customizing your homepage is not a one-time gig. You should come back to it often and re-evaluate its relevance and appeal. You don’t need to make changes every week, or even every month. But don’t assume that just because it worked in the beginning that it will work all the time. Keep your look and information current to ensure you are representing yourself accurately.
If you follow these simple tips, you are one step closer to engaging with your prospective clients and proving to them that you are the best to work with.
Titan List is a full service Advertising and Design agency specializing in Direct Mail, Mortgage Marketing, Search Engine Optimization and Website / Graphic Design. Titan List has been around since 1998, and has a team of highly qualified individuals with experience in the marketing trends that fit your business. Unlike other agencies that source their work out, Titan List & Mailing handles the entire campaign in-house. Looking for a special list of data for your business? We can customize any data list for your company.