Key Takeaways
- Borrower-friendly navigation improves trust, engagement, and conversions.
- Limit primary menu options to keep choices simple and intuitive.
- Group loan types logically and use descriptive, borrower-friendly labels.
- Include calculators and resource hubs prominently in menus.
- Persistent CTAs in navigation keep conversion opportunities visible.
- Heatmaps, analytics, and A/B testing reveal how to improve structure.
- ADA-compliant, mobile-friendly menus are essential for accessibility and SEO.
How to Structure Navigation for Borrower-Friendly Websites
A well-designed mortgage website isn’t just about visuals—it’s about usability. Website navigation is one of the most overlooked elements that directly impacts borrower experience. If visitors can’t easily find the information they need, they leave frustrated and may never return.
For loan officers and mortgage companies, borrower-friendly navigation builds trust, simplifies the decision-making process, and increases lead generation. This guide covers strategies to structure navigation that speaks directly to borrower needs.
Why Navigation Matters for Mortgage Borrowers
Guiding Borrowers Through a Complex Process
The mortgage journey involves multiple steps: learning about loan types, preparing financial documents, comparing rates, and applying. Clear navigation helps borrowers move through this path confidently.
Supporting SEO and Engagement
Well-structured navigation improves site hierarchy, which helps search engines index pages. It also reduces bounce rates by guiding visitors to the next logical step.
Understanding Borrower Behavior Online
First-Time Buyers vs Experienced Clients
First-time buyers need more educational resources, FAQs, and simple explanations. Experienced clients, such as those refinancing or purchasing investment properties, want direct access to loan calculators and rates. Navigation should account for both groups.
Mobile vs Desktop Users
Mobile visitors often browse during downtime, so they need simplified menus, large touch areas, and streamlined paths. Desktop users, on the other hand, may prefer dropdowns and more detailed subpages.
Primary Navigation Best Practices
Limit Top-Level Options
Too many options overwhelm borrowers. Aim for five to seven primary navigation items, such as Home, Loan Options, Calculators, Resources, About, and Contact.
Use Clear, Borrower-Friendly Labels
Avoid jargon. Instead of “Products,” use “Loan Options.” Instead of “Resources,” use “Homebuyer Guides.” Borrowers should instantly understand what they’ll find when they click.
Organizing Loan Options in Menus
Group Loan Types Logically
Break down loans into categories: FHA, VA, Conventional, USDA, Jumbo, and Refinance. Each should lead to its own dedicated page with tailored content.
Add Descriptive Sub-Labels
Instead of listing “VA Loan,” use “VA Loans for Veterans and Active Military.” Adding context in the menu makes navigation intuitive and SEO-friendly.
Incorporating Calculators and Tools
Direct Access From Navigation
Borrowers expect quick access to mortgage calculators. Place a “Calculators” option in the top menu to avoid burying tools in subpages.
Highlight Most Popular Tools
Focus on essentials like mortgage payment calculators, refinance savings calculators, and affordability tools. Position them prominently to increase engagement.
Structuring Educational Resources
Building Trust Through Content
A Resources or Learning Center tab can house FAQs, blogs, and video explainers. This positions your site as an authority and builds trust with hesitant borrowers.
Using Multimedia for Clarity
Add video-based guides or infographics to simplify complex topics. Embedding explainer videos within resources keeps users engaged longer.
About and Contact Navigation
Humanizing the Brand
Borrowers want to know who they’re working with. An About tab should introduce the team, share company values, and display testimonials.
Easy Access to Contact Options
Place Contact in the main navigation, not buried in a footer. Include multiple methods: forms, phone numbers, live chat, and scheduling tools.
Supporting Conversion With CTAs in Navigation
Persistent Call-to-Action Buttons
Add a standout button like “Get Pre-Approved” or “Schedule a Call” in the top right corner. This ensures borrowers can act whenever they’re ready.
Secondary CTAs in Dropdowns
Within Resources, include CTA links like “Download Our First-Time Buyer Guide.” Within Loan Options, add “Talk to a Loan Specialist.” These contextual prompts increase conversions.
Footer Navigation for Completeness
Reinforcing Primary Menus
Use the footer to repeat main links, ensuring users never feel lost.
Adding Secondary Information
The footer is ideal for disclaimers, privacy policies, compliance notices, and social media links—important, but not central to conversions.
Testing and Improving Navigation
Heatmaps and Analytics
Tools like Hotjar or Google Analytics show where users click, how far they scroll, and where they drop off. This data helps refine navigation.
A/B Testing Menu Structures
Experiment with different menu labels or CTA placements to see what drives better engagement and conversions.
Accessibility Considerations
ADA-Compliant Navigation
Ensure your menus can be navigated with keyboards, include alt text for icons, and use high-contrast colors. Accessible navigation benefits all users and avoids legal risks.
Mobile Accessibility
Menus should collapse into mobile-friendly formats, with touch-friendly buttons and simplified hierarchies.
Schedule a Call With Us Today
At LoanSites, we specialize in creating borrower-friendly mortgage websites that convert. From smart navigation to custom video explainers, our designs guide borrowers smoothly through the mortgage journey while positioning you as the expert they can trust.
If you’re ready to transform your site’s user experience with clear navigation and engaging content, schedule a call with us today and let’s build a website that drives real results.
