A call to action is the one instruction on your page that tells a visitor what to do next. If it is vague, buried or competing with five others, your website will struggle to turn visitors into enquiries.
Many sites may not have a clear plan for what each page asks the visitor to do. This article covers five common mistakes and how to fix each one, so your site works harder for you. If you want the full picture, our call to action strategy page goes deeper.
Why Does Your Call to Action Matter for a Mortgage Broker Website?
Your call to action matters because it is the step between someone reading your page and someone contacting you. Without a clear one, a visitor can leave even when they were ready to talk.
A person looking at a home loan page is often weighing up a big decision. They want to know what happens if they get in touch. A good call to action answers that question before they ask it, using plain words and a single next step.
Mistake 1: Using "Submit" and "Contact Us" as Your Button Text
Generic button text like "Submit" gives the visitor no reason to click. Button text that names the outcome, such as "Book a home loan review call", tells them what they get.
Think about what the visitor is actually doing. They are not submitting anything. They are asking for a conversation about their loan. Match your wording to that. Keep it short, use a verb, and describe the result.
The trade-off is that very specific wording can narrow your audience. A button that says "Book a refinance call" will suit refinancers but may put off first home buyers. Use different wording on different pages instead of one button everywhere.
Mistake 2: Putting Too Many Choices on One Page
A page with too many calls to action leaves visitors unsure where to click. Pick one main action per page and make any secondary option look less important.
Imagine a broker homepage that offers a phone number, a contact form, a calculator, a newsletter signup, a social media feed and a reviews link, all at the same weight. The visitor has to work out which one is for them.
Choose the main action first. For most broker sites that is booking a call. Everything else can sit lower down or in smaller text. This is a core part of good mortgage broker website design, because layout decides what gets noticed.
Mistake 3: Hiding the Action Below the Fold
If a visitor has to scroll a long way to find your call to action, many will not get there. Place a clear action at the top of the page and repeat it after each key section.
On mobile this matters even more. Many people will read your page on a phone, often on a break or on the train. A button that sits at the top and again at the end of each section means they never have to hunt for it.
Repeating the same action is not pushy when each repeat follows useful content. Someone who has just read about how refinancing works is a good fit for a refinance call button right then.
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Mistake 4: Asking for Too Much Information Too Soon
Long enquiry forms can put people off. Ask for the minimum you need to start a conversation, usually a name, a phone number and a short note on what they want help with.
As an illustrative example, consider a broker whose enquiry form asks for name, email, phone, loan amount, property value, employment type, income and preferred contact time. Visitors start the form on their phone, hit the income question, and close the page. The broker sees plenty of page visits and very few submissions.
The fix is to cut the form back to name, mobile number and a single open question about what they need. The detail gets collected during the call, where the broker can explain why each question matters. The result can be more completed forms, and the conversation may feel more human from the start.
The trade-off is that shorter forms can bring in some enquiries that are less ready or less suited to you. You can handle that with a short first call rather than a long form. Any information you collect must also be handled in line with your privacy obligations, so make sure your privacy policy is clear and linked near the form.
Mistake 5: Sending Every Visitor to the Same Place
A first home buyer and a person with an investment portfolio need different next steps. Match the call to action to the page they are on and the stage they are at.
A page about refinancing can offer a review of their current loan. A page for first home buyers can offer a chat about getting started. A page about investment loans can offer a strategy conversation. Same business, different invitation.
This also helps with search. Visitors who find you through local SEO for mortgage brokers often land on a specific page, not the homepage. If that page speaks to what they searched for and offers a matching next step, they may be more likely to act. It ties in closely with wider SEO for mortgage brokers work, because ranking only helps when the visit leads somewhere.
How Do You Know If Your Call to Action Is Working?
You know it is working when more of your visitors turn into enquiries. Compare the number of people who visit a page with the number who click the button or submit the form.
Change one thing at a time, such as the button wording, and give it enough time to collect a fair number of visits before judging the result. If you change five things at once, you will not know which one made the difference. Small, steady changes add up, and they feed straight into your wider lead generation efforts.
If you would like us to look at your current site and suggest where your call to action could do more, call one of our team or book an appointment at a time that works for you. We will give you straight, practical feedback on what to change first.
Frequently Asked Questions
What is a call to action on a mortgage broker website?
It is the button, link or form that tells a visitor what to do next, such as booking a call. A clear one turns a reader into an enquiry.
How many calls to action should each page have?
Aim for one main action per page. You can add a smaller secondary option, but it should not compete with the main one.
What should my call to action button say?
Use a short verb and name the outcome, such as "Book a home loan review call". Avoid vague words like "Submit".
How long should my enquiry form be?
Keep it short, usually a name, a mobile number and a brief note about what the person needs. You can collect the rest during the call.
