Planning guide
What should a mortgage broker's website explain before anyone applies?
Most borrowers visit a broker's website before they are ready to apply. They want to understand what you do, what the process involves, and whether their situation is one you handle. A good site answers those questions honestly, introduces the people, and offers a light first step. Here is how to plan it.
Explain the role and the road
Start with two pages that many broker sites skip. The first explains what a mortgage broker does, how that differs from going straight to a bank, and how you are compensated, in language you approve. The second walks through the process: first conversation, pre-approval, house hunting, appraisal, underwriting, and closing, with what the borrower provides at each stage. Add situation pages, team profiles, an about page, and a contact page.
Write situation pages without promises
Borrowers search for their circumstances: buying a first home, buying a condo, being self-employed, investing in a rental, refinancing. A page for each explains what lenders usually look at and what documents tend to come up, in general terms. Leave out approval promises, rate claims, and closing speed boasts. If you publish rates or examples, keep them current and accompanied by whatever details your team has reviewed and approved.
Separate the hello from the application
The website's contact form should feel like saying hello: name, phone, email, whether the borrower is buying or refinancing, and a rough timeline. Do not ask for Social Security numbers, income, account numbers, or uploads there. When a borrower is ready, a clear button sends them to the secure online application or document portal you already use, where sensitive information belongs and where your team can handle it properly.
Show each loan officer with a photo, NMLS number, languages, and a short bio, and give a direct line or scheduling link. Many buyers are also working with a real estate agent, so a short page explaining how you keep the buyer's agent informed during the loan can help win referrals.
Get found by local buyers and agents
Borrowers search both by place and by situation: "mortgage broker near me", "condo loan Miami", "self-employed mortgage". Situation pages answer the specific ones; a consistent Google Business Profile and the neighborhoods you serve answer the local ones. Reviews from past borrowers matter here, so ask after closing. Keep every page current when products change, and remember that no website can promise a ranking, only a clear, honest presence.












