Most broker websites lose leads at the contact form.
Your visitor has scrolled through your homepage, read your services, maybe checked a review or two. They're ready to reach out. Then they hit a contact form asking for twelve fields of information, and they close the tab. You've just spent money on SEO, content, and design to get them there, and a poorly designed form threw it away.
The difference between a form that converts at 2% and one that converts at 12% often comes down to three things: what you ask for, how you ask for it, and what happens immediately after they submit.
What Questions Should Your Contact Form Actually Ask?
Ask for name, email, phone, and one open field for their question or situation. Nothing more.
Every additional field you add drops your conversion rate. We regularly see brokers using forms with fields for employment type, property value, deposit amount, credit history, and preferred contact time. The visitor hasn't even had a conversation with you yet. They're trying to work out if you're the right broker, not fill out a fact find.
Consider someone visiting your site at 9pm on a Tuesday after searching for refinance help. They're comparing three brokers. Yours asks for ten fields. The next one asks for four. They're filling out the shorter form because the effort feels proportional to the commitment. Later, once you've built rapport on a call, you can gather detailed information. Right now, you just need them to raise their hand.
The open text field should say something like "Tell us a bit about what you're looking for" or "What can we help you with?". That's where people will tell you if they're first home buyers, refinancing, or dealing with complex income. You get the context you need without forcing them through a dropdown maze.
How Your Call to Action Strategy Changes Everything
Your submit button should say what happens next, not just "Submit" or "Send".
"Book a Free Call" or "Get Your Free Assessment" tells the visitor exactly what they're committing to. "Submit" is vague. People hesitate when they don't know what comes next. If your process is that you call them within 24 hours, say that above the button: "We'll call you within 24 hours to discuss your options". If you're offering a free strategy session, make that the button text.
Your call to action strategy affects every touchpoint on your site, but the contact form is where it converts or fails. The language around your form needs to remove uncertainty. No one wants to submit a form and then wonder if they've just signed up for endless sales calls or if anyone will even respond.
In practice, brokers who changed their button from "Submit" to "Book My Free Call" and added a one-line reassurance like "No obligation, just a friendly chat about your situation" saw form completions jump by 40% without changing anything else about their site.
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Where Should Contact Forms Appear on Your Website?
Your contact form should be on every page, either embedded or accessible via a sticky button.
Someone might decide they want to contact you while reading your blog post about refinancing, or while looking at your about page. If they have to hunt for a contact page, you've added friction. The best approach is a floating button labelled "Get Started" or "Book a Call" that follows them down the page and opens a form overlay when clicked.
You should also have a dedicated contact page with the form front and centre, your phone number prominently displayed, and maybe a photo of you or your team. Some people still want the reassurance of seeing a traditional contact page before they reach out.
Embedding a short form at the bottom of your homepage, your services page, and key lead generation pages means you're capturing intent the moment it appears. Don't make people search for a way to contact you when they're already convinced.
What Happens After Someone Submits Your Form?
Your confirmation message should confirm what happens next and give them something to do while they wait.
The default "Thank you for your submission" is a missed opportunity. Your confirmation page or message should say: "Thanks, we've got your details. You'll hear from us within 24 hours. In the meantime, here's our guide to getting your documents ready" or "While you wait, check out our most common refinancing questions". Give them a next step.
This is also where you set expectations. If you respond within an hour during business hours, tell them that. If you're closed on weekends, tell them they'll hear from you Monday morning. People are fine waiting if they know what to expect. They're not fine submitting a form into a void.
An automated email confirming you've received their enquiry and outlining next steps keeps you front of mind and reassures them they didn't just shout into the internet. That email should come from you, with your name and photo, not from "noreply@websitebuilder.com".
The Mobile Experience Determines Half Your Conversions
Your contact form must work perfectly on a phone because that's where most of your leads are filling it out.
Buttons need to be large enough to tap without zooming. Fields need to trigger the right keyboard: email fields should open the email keyboard with the @ symbol, phone fields should open the number pad. If someone has to manually switch keyboards or zoom in to hit a button, you're losing them.
Forms that work beautifully on desktop and break on mobile are common. Test your form on your own phone before you publish it. Fill it out yourself. If it feels awkward, it is awkward, and your visitors are abandoning it.
How Website Content Supports Your Contact Form
The content on the page leading up to your form determines whether anyone fills it out.
You can have the perfect form, but if the content above it hasn't built trust or made a clear case for why someone should contact you, the form just sits there. Your website content needs to answer the visitor's question, demonstrate you understand their situation, and make contacting you feel like the logical next step.
As an example, a services page that lists what you offer but doesn't explain how you help or who you help leaves visitors uncertain. They'll read it, think "okay, but is this person right for me?", and leave. A services page that speaks directly to first home buyers, self-employed borrowers, or refinancers and addresses their specific concerns naturally leads into "Let's talk about your situation" with a form right there.
The surrounding content is doing the heavy lifting. The form is just the mechanism. Focus on both.
Your contact form isn't just a technical feature. It's the final step in a process you've built with every other part of your site. Get the form right, and everything else you've done pays off.
If your current website has a contact form that's too long, too vague, or buried three clicks deep, you're losing leads you've already earned. Book a free website discovery call with our team and we'll walk through exactly what's working and what's costing you enquiries.
Frequently Asked Questions
How many fields should a mortgage broker contact form have?
A high-converting contact form should have four fields: name, email, phone, and one open text field for their question or situation. Every additional field reduces your conversion rate because visitors haven't committed to working with you yet.
Where should contact forms appear on a broker website?
Contact forms should appear on every page, either embedded at the bottom of key pages or accessible via a sticky floating button. You should also have a dedicated contact page with the form prominently displayed alongside your phone number.
What should a contact form submit button say?
Your submit button should tell visitors what happens next, like "Book a Free Call" or "Get Your Free Assessment". Avoid generic labels like "Submit" because they don't clarify the commitment or next step.
What happens after someone submits a broker contact form?
After submission, show a confirmation message that explains what happens next and when they'll hear from you. Send an automated email confirming receipt with your name and photo, and consider providing a useful resource while they wait.
Why do mobile users abandon contact forms more often?
Mobile users abandon forms when buttons are too small to tap, fields don't trigger the correct keyboard, or the form requires zooming to complete. Test your form on a phone to ensure it works smoothly.
