SEO Mistakes to Avoid on Mortgage Landing Pages

Mortgage landing pages are designed to convert—but if they’re not optimized for search, they might never get seen. Strong SEO ensures your landing pages attract organic traffic, drive qualified leads, and compete with local lenders online.

Still, even well-designed mortgage pages often contain SEO missteps that hold them back from ranking. In this guide, we’ll break down the most common SEO mistakes to avoid and how to fix them—so your mortgage landing pages perform better in search and deliver real results.

1. Neglecting Keyword Intent and Search Relevance

A landing page can’t rank if it doesn’t align with how people search.

Common issues:

• Targeting broad or unrelated keywords like “mortgage help” instead of specific phrases like “FHA loan officer in Austin” 
• Stuffing keywords without matching page content 
• Ignoring buyer intent (informational vs. transactional queries) 

What to do instead:

Use location-specific, long-tail keywords that match what your audience is actually typing into Google. Focus on search intent: someone searching “get pre-approved for a VA loan” wants action—not a blog post.

2. Using One Generic Landing Page for Multiple Locations

Google prioritizes relevance and specificity. Using the same page for several cities or states dilutes both.

Mistakes include:

• A single page trying to rank for 10+ different cities 
• Copy-pasting city names into boilerplate content 
• Thin content with no local signals 

The fix:
Create dedicated landing pages for each target market, each with unique content, local references, and area-specific SEO signals. LoanSites users can request unlimited landing pages to make this simple.

3. Skipping Metadata Optimization

Title tags and meta descriptions still matter—and too many mortgage landing pages skip this step or use lazy defaults.

Common issues:

• Missing title tags 
• Duplicate meta descriptions across pages 
• Titles that don’t include the primary keyword or location 

What to include:

• A keyword-rich, natural-sounding title 
• A compelling meta description that includes location, service type, and a clear value proposition 

Example:
Title: VA Loan Officer in Phoenix | Get Pre-Approved Today
Meta: Looking for a VA loan in Phoenix? Connect with a trusted mortgage officer and get pre-approved in minutes. Fast, expert help from LoanSites professionals.

4. Forgetting Mobile Optimization

Most mortgage shoppers start their search on mobile. If your landing page isn’t responsive, expect higher bounce rates and lost conversions.

Mistakes include:

• Buttons too small or hard to tap 
• Lead forms that don’t load properly 
• Slow mobile page speed 

What to check:
Test your landing page on multiple mobile devices. Use Google’s Mobile-Friendly Test and PageSpeed Insights to catch issues early.

LoanSites sites are mobile-optimized by default, but it’s worth reviewing pages after each update.

5. Overloading the Page With Competing CTAs

Your landing page should guide the user to take one action—not five.

SEO and UX mistakes here include:

• Multiple CTAs (e.g., “Call us,” “Apply now,” “Download this,” “Read our blog”) 
• Distracting popups or exit-intent banners 
• Navigation links that pull users away from the page 

The fix:
Stick to one clear conversion goal per page. Make your CTA prominent, simple, and relevant to the keyword focus.

Example: If the page is targeting “Jumbo Loans in Dallas,” the CTA should be “Get Pre-Qualified for a Jumbo Loan in Dallas.”

6. Not Using Schema Markup for Local SEO

Schema markup helps search engines understand your business—especially for local mortgage terms.

Missing schema means:

• You won’t show in rich search results 
• Google may skip over important business info like hours or reviews 
• You miss out on enhanced visibility 

Add this schema:

• LocalBusiness 
• FAQPage (for common loan questions) 
• Review or AggregateRating 
• Contact or MortgageBroker (if applicable) 

LoanSites offers schema integration on all landing pages by request.

7. Using Slow-Loading Pages and Uncompressed Media

Page speed is a confirmed ranking factor, and mortgage pages with big graphics, video backgrounds, or oversized files get penalized.

Mistakes include:

• Full-size background images 
• Auto-play videos without compression 
• Bloated design elements that delay loading 

What to do:

• Use WebP or compressed images 
• Avoid unnecessary third-party scripts 
• Limit animation and JavaScript where possible 

Even with LoanSites’ fast infrastructure, excessive media can still drag down performance. Always test using GTmetrix or PageSpeed Insights.

8. Ignoring Internal Linking Opportunities

Landing pages aren’t isolated—they should support your broader SEO strategy.

Mistakes to avoid:

• No internal links to blog posts, calculators, or other relevant content 
• Creating orphan pages that Google can’t crawl 
• Using “click here” or generic anchor text 

Instead:
Link to relevant, supportive content with keyword-rich anchor text. For example:
“Use our [mortgage payment calculator] to estimate monthly costs.”

9. Publishing Thin or Duplicate Content

Google penalizes pages that offer little value or repeat the same text across your site.

Common issues:

• Copying and pasting content from other landing pages 
• Writing only 100–200 words with no depth 
• Using vague or generic statements (“We’re here to help you find the best mortgage!”) 

What to do:
Write 600–1,000+ words of original, specific content per landing page. Cover the types of loans you offer, who you serve, and what makes your process unique.

LoanSites’ Advanced SEO package includes custom blog content to support landing page depth and relevance.

10. Not Tracking or Testing Landing Page Performance

Even great SEO work can underperform without measurement.

Mistakes include:

• Not installing Google Analytics or Search Console 
• Ignoring bounce rates and session duration 
• Never A/B testing different headlines, CTAs, or form placements 

How to improve:
Use analytics to test page variants. Adjust based on what actually converts. If one call-to-action drives 3x more leads, build future pages around it.

Final Thoughts: Small Fixes Lead to Big Mortgage SEO Wins

Mortgage landing pages are where traffic turns into leads—but only if they’re built with SEO in mind. From keyword choices to technical setup, every detail matters. Avoiding the common mistakes listed above can mean the difference between ranking on page two—or dominating your market.

Want expert-built landing pages that avoid these pitfalls from the start?

Schedule a FREE strategy call with LoanSites today and let us build, optimize, and manage your SEO-first mortgage website—so you can focus on closing loans.