Your About page isn't just a place to share your story—it's one of your website's most visited pages and a crucial conversion opportunity. For mortgage brokers, a well-crafted About page can be the difference between a visitor who leaves and one who becomes a client.
Why Your About Page Matters for Lead Generation
Most mortgage brokers treat their About page as an afterthought, posting a basic bio and calling it done. However, this page typically receives 30-50% of your website traffic. Visitors want to know who you are before trusting you with their largest financial decision.
A professional About page serves multiple purposes:
• Builds trust and credibility with potential clients
• Showcases your expertise in mortgage and finance
• Differentiates you from other brokers
• Converts visitors into leads through strategic website content
• Improves your Google ranking through engaging, relevant content
Essential Elements of High-Conversion About Pages
Personal Connection with Professional Focus
Your About page should strike the right balance between personal and professional. Share your journey into mortgage broking, but focus on how your experience benefits clients. Instead of simply listing qualifications, explain how your background helps you secure better outcomes for borrowers.
Client-Focused Benefits
Move beyond describing what you do and focus on what clients gain. Rather than "I have 10 years in finance," try "My decade in finance means I know exactly which lenders will say yes to your application." This approach makes your experience relevant to their needs.
Strategic Call to Action Strategy
Your About page needs multiple opportunities for visitors to take action. Include:
- A clear contact form above the fold
- Phone number prominently displayed
- Links to your services throughout the content
- A compelling final call-to-action
Don't wait until the end to ask for contact. Interested visitors should be able to reach you immediately.
SEO-Optimised Content That Ranks
Your About page contributes significantly to your website's Google ranking. Include location-specific terms, service keywords, and phrases your ideal clients search for. Mention the areas you serve, types of loans you specialise in, and client demographics you work with.
For example: "As a mortgage broker servicing Sydney's Eastern Suburbs, I help first-time buyers navigate the property market and secure competitive home loans."
User-Friendly Website Design Elements
Professional Photography
Invest in quality headshots and office photos. Mortgage broking is a relationship business—people need to see and connect with you before they'll trust you with their loan.
Scannable Format
Break up text with:
• Subheadings that guide readers
• Short paragraphs (2-3 sentences maximum)
• Bullet points for key information
• White space for easy reading
Mobile Optimisation
Over 60% of website visits happen on mobile devices. Your About page must look and function perfectly on smartphones and tablets. This includes readable text sizes, clickable phone numbers, and easy-to-use contact forms.
Common About Page Mistakes Mortgage Brokers Make
Generic Industry Jargon
Avoid phrases like "providing tailored solutions" or "committed to excellence." These mean nothing to potential clients. Instead, use specific examples of how you've helped people in similar situations.
Focusing on Credentials Over Results
While qualifications matter, results matter more. Instead of listing every certification, share client success stories or statistics about your approval rates and turnaround times.
Missing Contact Information
Surprisingly common—some About pages don't include contact details. Make it effortless for interested visitors to reach you immediately.
Measuring Your About Page Success
A high-conversion About page should generate leads regularly. Monitor:
• Contact form submissions from the About page
• Phone calls after About page visits
• Time spent on page (longer indicates engagement)
• Bounce rate (lower is better)
If your About page isn't generating leads, it needs a website upgrade focusing on conversion optimisation.
Professional Website Development Makes the Difference
Creating an effective About page requires more than good writing. It needs strategic website design, proper SEO optimisation, and conversion-focused layout. Many mortgage brokers attempt DIY solutions using basic website builders, but these rarely deliver the professional results needed to compete effectively.
Improving website performance through professional website development ensures your About page works as hard as you do. From technical SEO elements to persuasive copywriting, every component must work together to convert visitors into clients.
Your About page represents you when you're not there to make the first impression yourself. Make it count with professional website management that keeps your content fresh, relevant, and conversion-focused.
Ready to transform your About page into a lead generation machine? Call one of our team or book an appointment at a time that works for you.