How to Audit Your Mortgage Website for Conversion

How to Audit Your Mortgage Website for Conversion

Your mortgage website is more than a digital brochure. It should bring in real leads and guide visitors toward working with you. If it is not doing that, a conversion audit can help. Auditing your mortgage website for conversion means checking every part of the site to see what’s helping—or hurting—your lead generation efforts.

Let’s walk through the key areas you should focus on to make sure your mortgage website is doing its job.

Review Your Core Pages and Their Purpose

Start by looking at the top pages on your site. These include your homepage, loan program pages, about page, and contact form. Ask yourself:

• Is each page clear about what it offers?
• Does every page have a next step, like a contact button or loan form?
• Are pages too text-heavy or missing key info?

A mortgage site that is cluttered, confusing, or slow to load will lose users fast. Use this step to clean up the user journey and make your message simple.

Check Your Calls to Action

Every mortgage website should have strong CTAs, or calls to action. These are the buttons, links, and forms that tell your visitors what to do next.

Good CTAs should be:

• Clear and direct, like “Get Pre-Qualified” or “Talk to a Loan Officer”
• Visible above the fold on mobile and desktop
• Repeated throughout longer pages
• Paired with low-friction forms that only ask for essential info

If your CTAs are vague, hidden, or too demanding, users are more likely to bounce.

Test Your Lead Capture Tools

Now it’s time to test what actually brings in leads. Go through your:

• Contact forms
• Mortgage calculators
• Downloadable guides
• Live chat tools

Try each one yourself. Do they work without bugs? Are they easy to complete? Is it obvious what happens next?

Forms that are too long, confusing, or don’t confirm submission can kill conversions. Make sure they’re mobile-friendly and that all notifications are working properly.

Audit Visual Design and Mobile Experience

Visuals influence trust. A clean, modern mortgage site with consistent colors and branding builds credibility. Outdated design or off-brand images can make people hesitate.

Mobile responsiveness is just as important. With many borrowers starting their search on mobile, your site must load fast and look sharp across all screen sizes.

Check:

• Font size and spacing
• Image quality and placement
• Button size and form fields on mobile

If your site feels clunky or looks outdated, it may be time for a design refresh.

Review Traffic Sources and Behavior

Use tools like Google Analytics or Hotjar to see how users interact with your site. Look at:

• Where your traffic is coming from
• Which pages have the highest exit rates
• How far people scroll before leaving
• What devices they’re using

This gives you insight into what’s working and what needs fixing. If a page has high traffic but low conversion, the CTA may not be strong enough. If users leave quickly, the content or layout may need work.

Improve Trust Signals

Mortgage websites need to show proof that you are legit and safe to work with. Trust signals include:

• Reviews and testimonials
• Logos of lenders or partners
• Security badges (like SSL)
• Up-to-date contact info
• A visible privacy policy

If these are missing or buried, your conversion rate will likely suffer.

Consider Speed and Technical Health

Lastly, check your website’s speed and performance. Slow-loading pages frustrate users and lower your SEO rankings.

Use tools like:

• Google PageSpeed Insights
• GTmetrix
• Ahrefs or SEMrush for SEO audits

Fix broken links, large images, and outdated plugins. Your website should be fast, clean, and secure.

Ready to Optimize Your Site?

At LoanSites, we specialize in building and managing mortgage websites that convert. Our team handles the full audit, design updates, and SEO—so you don’t have to. Want to turn more visitors into leads?

Schedule a free strategy call today and see how we can help.