How to Avoid Common Call to Action Mistakes

Your website might be attracting the right visitors, but are they becoming clients? For mortgage brokers, the difference between a visitor and a lead often comes down to one crucial element: your call to action. Yet even the most beautifully designed websites can fail to convert if their CTAs aren't working properly.

A well-crafted call to action strategy is essential for turning website visitors into qualified leads. Unfortunately, many mortgage broker websites make the same preventable mistakes that drive potential clients away. Let's explore these common errors and how to fix them.

Using Vague or Weak Language

One of the most frequent CTA mistakes is using generic phrases like "Click Here" or "Learn More". These weak calls to action don't tell visitors what they'll gain or why they should take action now.

Mortgage brokers need CTAs that speak directly to their clients' needs. Instead of vague language, use specific, benefit-driven phrases such as:

• "Get Your Free Home Loan Assessment"
• "Calculate Your Borrowing Power Now"
• "Book Your Free 30-Minute Consultation"
• "Download Your First Home Buyer Guide"

These clear, action-oriented CTAs tell visitors exactly what they'll receive and create a compelling reason to click. When developing website content for your site, ensure every CTA clearly communicates the value proposition.

Making Too Many Asks at Once

Another common mistake is overwhelming visitors with multiple CTAs competing for attention on the same page. When your homepage asks visitors to book a call, download a guide, sign up for a newsletter, and follow you on social media all at once, they often end up doing nothing at all.

For High-Conversion Websites, it's crucial to prioritise. Each page should have one primary CTA that aligns with the visitor's journey. Your homepage might focus on booking a consultation, while your blog articles could encourage newsletter signups for nurturing leads over time.

Consider the hierarchy of your CTAs:

1. Primary CTA: Your main conversion goal (usually booking a consultation)
2. Secondary CTA: A lower-commitment option (like downloading a resource)
3. Tertiary CTAs: Social follows or other engagement options

This approach guides visitors towards the most valuable action without creating decision paralysis.

Poor Placement and Visibility

Even the most compelling CTA won't work if visitors can't find it. Many mortgage broker websites hide their calls to action at the bottom of long pages or use colours that blend into the background.

For effective website development, your CTAs should be:

• Above the fold: Visible without scrolling on your most important pages
• Repeated strategically: Placed at natural decision points throughout longer content
• Visually distinct: Using contrasting colours that stand out from your site's design
• Mobile-optimised: Easy to tap on smartphones and tablets

Remember that many potential clients browse mortgage broker websites on their phones during their lunch break or while commuting. Your CTAs need to be thumb-friendly and immediately visible on smaller screens.

Ignoring the Client's Journey Stage

Not every visitor is ready to book a consultation immediately. Someone researching their first home loan has different needs than a refinancing client who's already compared several brokers.

A sophisticated call to action strategy recognises these different stages and offers appropriate next steps. Your blog posts about first home buyer grants might include a CTA to download a comprehensive guide, while your refinancing service page could push directly for a consultation booking.

This approach builds trust by meeting clients where they are in their decision-making process, rather than pushing for immediate commitment before they're ready.

Creating Friction in the Conversion Process

You've convinced someone to click your CTA - congratulations! But if the next step requires filling out a lengthy form with 20 fields, you'll lose many potential leads right there.

User-Friendly Websites minimise friction by:

• Requesting only essential information initially (name, phone, email)
• Using simple, mobile-friendly forms
• Providing clear privacy assurances
• Offering multiple contact options (phone, form, live chat)
• Setting clear expectations about response times

For lead generation for mortgage brokers, reducing every unnecessary step in your conversion process can significantly increase your success rate. You can always gather more detailed information during the actual consultation.

Failing to Test and Optimise

Many mortgage brokers set up their CTAs once and never revisit them. However, what works for one audience might not resonate with another, and small changes can make substantial differences to conversion rates.

Consider testing:

• Different CTA button colours and sizes
• Various headline and copy approaches
• Alternative placement positions
• Different value propositions

SEO-Optimised Websites aren't just about improving your google ranking - they're about creating an overall experience that converts visitors into clients. Regular website management should include reviewing your CTA performance and making data-driven improvements.

Not Having a Clear Value Proposition

Your CTA might be beautifully designed and perfectly placed, but if visitors don't understand why they should choose you over other mortgage brokers, they won't take action.

Every effective CTA is supported by clear messaging throughout your website that demonstrates your unique value. Are you specialists in first home buyers? Do you have access to exclusive lender products? Can you settle loans faster than competitors?

When planning a website upgrade or building a new site, ensure your value proposition is crystal clear before finalising your CTA strategy. The button itself is just the final step in a persuasive journey.

Moving Forward with Better CTAs

Avoiding these common CTA mistakes can transform your website from a simple online brochure into a powerful lead generation tool. For mortgage brokers serious about growing their business, investing in professional website design that incorporates proven conversion principles is essential.

Your website should work as hard as you do, converting visitors into qualified leads 24 hours a day. By implementing clear, strategically placed CTAs that speak to your clients' needs and remove barriers to conversion, you'll see more enquiries from genuinely interested prospects.

If your current website isn't generating the leads you need, it might be time for a professional assessment. At Broker Studio, we specialise in creating High-Conversion Websites specifically for finance and mortgage brokers, with carefully crafted calls to action that actually work.

Call one of our team or book an appointment at a time that works for you to discuss how we can help transform your website into a lead generation powerhouse that supports your business growth.