Using Custom Icons in Mortgage Site Design

Using Custom Icons in Mortgage Site Design

In a fast-paced digital world, visitors form opinions about your mortgage website in seconds. One of the most effective ways to make a strong first impression? Custom icons. These small visual elements pack a powerful punch. They help guide users, clarify content, and add professional polish to your site.

For mortgage professionals, where trust and simplicity are essential, custom icons can transform how visitors engage with your site and move through the buyer journey. In this guide, you’ll learn how to use icons effectively to enhance design, improve usability, and drive conversions.

1. What Are Custom Icons?

Custom icons are small, purpose-built visual symbols that represent actions, features, or ideas on your website. Unlike generic stock icons, custom icons are tailored to match your brand, website style, and specific content needs.

In mortgage site design, icons might represent:

• Loan types (FHA, VA, Jumbo) 
• Application steps 
• Document checklists 
• Calculators 
• Contact methods 

They help users process information faster by pairing text with recognizable visual cues.

2. Why Icons Matter for Mortgage Websites

Custom icons do more than decorate—they simplify communication and improve the user experience.

Here’s why they matter:

• Make complex info easier to digest (e.g., breaking down the loan process) 
• Guide users visually through next steps 
• Support brand consistency with a distinct visual language 
• Boost engagement by reducing cognitive load 
• Improve accessibility for non-native readers or skimmers 

When used strategically, icons lead to more time on site and higher lead conversion rates.

3. Where to Use Custom Icons on a Mortgage Site

Well-placed icons should appear wherever information needs structure, clarity, or visual support.

Ideal locations include:

• Homepage service sections (e.g., FHA, VA, Jumbo Loans) 
• Loan process timeline (application to closing) 
• Calculator features and tools 
• About section or bio highlights 
• Contact options (call, email, schedule a call) 
• Testimonials or review blocks 
• Lead magnet callouts (e.g., “Download your free guide”) 

LoanSites clients often pair icons with key benefits, funnel steps, and FAQs to improve navigation and visual flow.

4. Align Icons With Your Brand Identity

Icons are part of your design language. Generic or mismatched visuals can break trust and reduce credibility—especially in finance.

Best practices:

• Use a consistent style (line, flat, shaded, or 3D—not a mix) 
• Match your brand’s colors, spacing, and line weight 
• Avoid cartoony or overly playful icons in professional contexts 
• If your brand tone is friendly and approachable, opt for rounded icons 
• If your brand is formal and expert-driven, go with minimal, sharp-edged icons 

LoanSites’ Unlimited Graphic Design package lets you request icon sets that match your brand perfectly—no off-brand guesswork required.

5. Pair Icons With Short, Clear Text

Icons should never replace text entirely. Instead, use them to support and enhance your copy.

Example:
📝 Start Application
📞 Schedule a Call
📂 Required Documents

This combo allows faster scanning and improves understanding—especially on mobile.

Avoid overloading icons with tooltips or relying on visuals alone to convey important details.

6. Optimize Icons for Mobile Users

Mobile-first design is a must in the mortgage space. That means your icons must look sharp and function clearly on small screens.

Tips for mobile-friendly icon design:

• Use SVGs or high-resolution PNGs 
• Ensure tap targets are large enough (at least 44x44px) 
• Keep spacing consistent to avoid clutter 
• Test readability on different screen sizes and brightness levels 

LoanSites designs are fully responsive, ensuring that icons render cleanly across devices without compromising load speed or legibility.

7. Avoid Overusing or Overcomplicating Icons

Icons are powerful—but too many can create confusion or clutter.

Common icon mistakes:

• Using an icon next to every bullet point 
• Including conflicting or redundant visuals 
• Choosing abstract icons that aren’t intuitive 

Stick to icons that serve a clear function, support navigation, or add visual anchors to key content. Less is often more.

8. Use Icons to Strengthen the Loan Process Funnel

One of the best use cases for icons on mortgage sites is visually mapping out the application process.

Example:

1️⃣ Pre-Approval
2️⃣ Document Review
3️⃣ Loan Processing
4️⃣ Underwriting
5️⃣ Clear to Close

Each step can be paired with a clean icon, making the process feel less intimidating and more approachable—especially for first-time buyers.

9. Improve Accessibility and SEO With Proper Icon Integration

While icons are visual, they can also support accessibility and SEO when used correctly.

Best practices:

• Use descriptive aria-labels or alt text for assistive devices 
• Don’t embed icons as background images—use inline SVG or HTML 
• Avoid replacing essential text with icons only 
• Minimize large icon libraries that slow down your site 

Every LoanSites site is built with accessibility in mind, so custom icon design can be both beautiful and ADA-friendly.

10. Custom Icons vs. Icon Libraries: Which Should You Use?

Pre-built icon libraries like Font Awesome or Feather Icons are fast and free—but they don’t help you stand out.

Custom icons offer:

• Complete brand alignment 
• Consistency across your entire funnel 
• Unique, recognizable visual style 
• Competitive edge in a crowded market 

For mortgage professionals looking to scale, branded icon sets create a more cohesive and polished site experience.

LoanSites offers unlimited custom icon requests as part of our graphic design service, making it easy to upgrade without hiring a full-time designer.

Final Thoughts: Small Icons, Big Impact

In mortgage site design, details build trust—and icons are some of the most overlooked details out there. When done right, they reduce friction, boost engagement, and give your site a professional edge.

Want polished, branded icons that match your mortgage business perfectly?

Schedule a strategy call with LoanSites today.

Let us design and launch a site that’s fast, clear, beautiful—and full of smart visuals that convert.