Key Metrics to Measure Mortgage Website Performance

Key Metrics to Measure Mortgage Website Performance

Your mortgage website is often the first impression a potential borrower has of your business. But a polished design isn’t enough—you need to know if your site is actually working. Tracking key performance metrics helps you measure success, identify weaknesses, and optimize for more qualified leads.

This guide covers the most important metrics mortgage professionals should monitor to ensure their websites drive real results.

1. Website Traffic and Visitor Sources

Traffic volume is the foundation of performance measurement. You should track:

• Total sessions and users – Overall traffic growth. 
• Traffic sources – Where visitors come from: organic search, paid ads, social, or referrals. 
• New vs. returning visitors – How many are fresh prospects vs. repeat browsers. 

For mortgage sites, organic search traffic is especially valuable, as it signals high-intent borrowers actively researching loan options.

2. Bounce Rate and Engagement Rate

A high bounce rate means visitors are leaving after viewing only one page. In contrast, engagement rate (tracked in Google Analytics 4) shows how many users stay and interact.

If bounce rates are high, it could mean:

• Slow load times 
• Confusing navigation 
• Weak content or CTAs 

Improving page speed, clarity, and messaging reduces bounces and encourages borrowers to explore more.

3. Average Session Duration and Pages per Visit

How long users stay on your site indicates how engaging your content is. On mortgage websites, session duration matters because borrowers often need to:

• Read about different loan products 
• Compare calculators 
• Review FAQs before filling out a form 

Tracking time and page depth shows whether your content provides real value or needs improvement.

4. Conversion Rate on Lead Forms

Conversions are the lifeblood of mortgage websites. Track how many visitors complete key actions such as:

• Filling out a pre-approval form 
• Using a mortgage calculator 
• Downloading a loan guide 
• Scheduling a consultation 

If traffic is high but conversions are low, review form placement, CTA wording, or the complexity of your applications.

5. Click-Through Rate (CTR) on CTAs

Your CTAs—“Apply Now,” “Get Pre-Approved,” or “Learn More”—are crucial to lead generation. CTR measures how often visitors click them.

Low CTR may suggest:

• CTA buttons are poorly placed 
• Messaging doesn’t match borrower intent 
• Colors or design don’t stand out 

Optimizing CTA design with heatmaps and A/B testing can lift conversions dramatically.

6. Mobile Performance Metrics

More than half of mortgage website traffic comes from mobile devices. Key mobile metrics include:

• Mobile traffic share vs. desktop 
• Mobile bounce rates 
• Mobile page load speed 

If your site underperforms on mobile, you could be losing the majority of your leads. Responsive design and speed optimization are critical.

7. Page Speed and Core Web Vitals

Google’s Core Web Vitals are essential for both SEO and user experience:

• Largest Contentful Paint (LCP): How quickly main content loads. 
• First Input Delay (FID): How responsive the site is to user actions. 
• Cumulative Layout Shift (CLS): Whether page elements move around while loading. 

A fast, stable site keeps borrowers engaged and improves rankings.

8. SEO Metrics and Keyword Rankings

Your site must appear in search when borrowers look for loan information. Track:

• Keyword rankings for FHA, VA, refinance, and local terms. 
• Impressions and clicks from Google Search Console. 
• Organic traffic growth over time. 

Strong SEO metrics indicate your content strategy is reaching the right audience.

9. Lead Source Attribution

Not all leads are equal. Attribution shows which channels produce real borrowers. Track conversions by:

• Organic search 
• Paid ads 
• Social media 
• Referral sites or partners 

This helps allocate marketing spend where it delivers the best ROI.

10. Customer Lifetime Value (CLV) and ROI

Ultimately, website performance isn’t about traffic—it’s about clients. By tracking the value of loans closed from web leads, you can measure ROI and refine your strategy. For mortgage businesses, this means connecting website metrics to loan pipeline data in your CRM.

Track, Optimize, and Rank Higher With LoanSites

At LoanSites, we don’t just build beautiful mortgage websites—we make sure they perform. Our Advanced SEO package includes analytics setup, funnel tracking, and reporting so you always know which metrics matter most.

You’ll get:

• Keyword research and ongoing SEO optimization 
• Two custom blogs per week to drive organic leads 
• On-page compliance updates and technical audits 
• Lead attribution tracking across all funnels 
• Clear monthly reporting tied to conversions 

We deliver the best mortgage SEO results by combining data-driven insights with proven lead generation strategies.

Schedule a call with us today.