Landing Page Calls-to-Action That Actually Convert

Your landing page can have perfect design and compelling content, but if your call-to-action doesn't work, you're watching potential clients leave without making contact.

The call-to-action is the single element that determines whether someone viewing your landing page becomes an enquiry or just another number in your bounce rate. Most broker websites lose conversions because their CTAs either blend into the page, ask for too much too soon, or fail to address the specific concern that brought the visitor there in the first place.

What Makes a Landing Page CTA Convert

A high-conversion call-to-action tells visitors exactly what happens when they click, removes any concern about the next step, and matches the level of commitment to where they are in their decision process. The button text matters less than the context around it. Consider a mortgage broker running a first home buyer campaign. A landing page CTA that says "Book Your Free First Home Buyer Session" with supporting text explaining the 30-minute call will answer their questions without obligation converts far better than a generic "Contact Us" button. The difference is specificity about the outcome and removing the fear of a hard sell.

The visitor arrived at your landing page because something specific brought them there, usually a Google ad, social media post, or search result promising to solve a particular problem. Your CTA needs to continue that conversation, not restart it with vague language about getting in touch.

Button Placement and the Two-CTA Rule

Place your primary call-to-action above the fold and repeat it after you've addressed the main objection or question your landing page promises to answer. A landing page promoting a refinancing review should have a CTA button visible immediately, then another after explaining the process and typical savings. Visitors who are ready to act will click the first button. Those who need more information will scroll, read your content, and convert on the second button once their concerns are addressed.

Don't scatter five different CTAs across a single landing page. Two placements of the same clear action outperform multiple competing options. When visitors face too many choices, they often make none. Your call to action strategy should guide people toward one specific next step that makes sense for the problem you're solving on that particular page.

The Language That Removes Hesitation

Write CTA button text in first person rather than second person. "Get My Free Assessment" converts better than "Get Your Free Assessment" because it puts the visitor in the driver's seat. The words immediately before and after your button matter more than the button itself. This supporting text should address the specific hesitation stopping someone from clicking. For a broker landing page targeting self-employed borrowers, text like "No paperwork required to book, just a quick chat about your situation" directly addresses the common concern about documentation complexity.

Avoid corporate language like "Submit" or "Request Information". These phrases feel formal and create distance. "Book a Call" or "Check My Options" feels like a conversation, which is what mortgage brokering actually is. The tone of your CTA should match the tone of your landing page content. If you've written in a direct, approachable way, don't suddenly shift to corporate speak at the moment of conversion.

The Phone Number Question

Include your phone number prominently near every CTA button, not as an alternative but as additional reassurance. Some visitors prefer calling to clicking, especially older demographics. In our experience, landing pages that show a phone number alongside the main CTA button convert better overall because they signal accessibility and transparency. You're not hiding behind forms and automation. A visitor might not call immediately, but seeing the number builds trust that influences whether they complete the form.

Make sure the number is click-to-call on mobile devices. More than half of mortgage broker website visitors are on phones, and forcing someone to manually dial a number they're reading on their phone screen adds unnecessary friction to the conversion process.

Form Length and the Information Exchange

Your CTA usually leads to a form, and the length of that form determines your conversion rate. For a landing page promoting a basic service enquiry, ask for name, phone, and email only. Every additional field you add reduces completions. If you need to know whether someone is refinancing or buying, or what their loan amount is, ask that in the follow-up call or email. The purpose of the landing page is to start the conversation, not to pre-qualify people before you've even spoken.

Consider a broker running a landing page campaign for investment property loans. A form asking for name, email, phone, property value, current loan amount, rental income, and employment details might seem efficient, but it kills conversions. Visitors at the landing page stage are still evaluating whether to engage with you at all. They're not ready to hand over detailed financial information to someone they haven't spoken with yet. Keep the form short, then gather details through natural conversation once trust is established.

Testing What Actually Works for Your Audience

The mortgage brokers we work with who generate the most organic mortgage broker leads test different CTA approaches on their landing pages rather than assuming what works. Change one element at a time - button colour, button text, supporting copy, or form length - and measure what happens to conversion rates over a two-week period. Small changes create significant differences. A button that says "Book My Free Assessment" might outperform "Schedule a Call" by 20% for your specific audience.

Don't test multiple changes simultaneously or you won't know which change caused the result. Most importantly, test changes that matter to conversion psychology, not just aesthetics. The exact shade of blue on your button is far less important than whether the text addresses a specific concern your target clients have.

Mobile CTA Design

Your landing page CTA needs to work perfectly on mobile devices because that's where most people will see it. Make buttons large enough to tap easily, with plenty of space around them so visitors don't accidentally tap the wrong thing. Put the most important CTA near the middle of the screen on mobile, not at the very top or bottom. When someone holds a phone, their thumb naturally rests in the middle-lower section of the screen. Placing your button there reduces the physical effort required to convert.

Forms on mobile landing pages should have as few fields as possible and use appropriate input types so the right keyboard appears. If you're asking for a phone number, the numeric keypad should pop up automatically. These details seem minor but they directly impact whether someone completes your form or gives up halfway through.

The reality is that most mortgage brokers lose more potential clients to poor landing page CTAs than to any other single factor in their website development. Your service might be excellent and your content might answer every question, but if the CTA doesn't work, none of that matters. Get this element right and you'll see the difference in your enquiry numbers within weeks.

If your current landing pages aren't converting visitors into enquiries at the rate you need, the CTA is usually where the problem lives. Call one of our team or book an appointment at a time that works for you. We'll review your current setup and show you specifically what's stopping people from making contact.

Frequently Asked Questions