Top 10 Ways to Boost Landing Page Performance

A landing page either converts visitors into enquiries or wastes the money you spent getting them there.

Most mortgage broker websites lose potential clients within seconds because the page asks visitors to work too hard to understand what to do next. The difference between a landing page that converts at 2% and one that converts at 8% is rarely about design trends or clever copywriting. It comes down to removing friction, making the action obvious, and giving visitors exactly what they expected when they clicked through.

Remove Every Unnecessary Element

A high-performing landing page includes only what helps the visitor take action. Remove your main site navigation, footer links to secondary pages, and any content blocks that don't directly support the conversion goal. In our experience, brokers who strip back their landing pages to a single clear message and one conversion path see enquiry rates double within weeks. Consider a broker running ads for first home buyer enquiries. Their original landing page included links to blog articles, a full services menu, and three different CTAs. Removing everything except the headline, three benefit points, and one contact form lifted their conversion rate from 3% to 7%. The fewer decisions a visitor faces, the more likely they are to make the one you want.

Match Your Headline to the Ad or Link Text

Your headline should echo the exact language used in the ad, email, or social post that brought the visitor to the page. If someone clicks an ad about low deposit home loans, the landing page headline needs to mention low deposit home loans within the first five words. Message mismatch is one of the fastest ways to lose a visitor. They arrived expecting one thing and your page is talking about something else, so they leave. A broker running Google Ads for refinancing saw their cost per lead drop by 40% simply by changing the landing page headline from "Expert Mortgage Advice" to "Refinance Your Home Loan and Save". The ad promised help with refinancing, and the page delivered exactly that from the first line.

Use One Clear Call to Action

Every landing page needs one primary action, stated clearly and repeated at natural points down the page. "Book a free call", "Get a rate comparison", or "Download the guide" works. "Learn more", "Find out how", or "Discover your options" does not. The action should describe what happens next, not hint at it. Avoid offering multiple CTAs like "call us", "book online", and "send an email" all competing for attention. Pick the one that works best for your process and make it the only option. If you want phone calls, make the CTA a phone number with click-to-call functionality. If you want calendar bookings, use a scheduling link. Splitting focus between multiple actions lowers conversion on all of them.

Place the Form Above the Fold

Visitors who arrive ready to enquire should not need to scroll to find the form. Place your contact form or booking calendar in the top right of the page so it's visible the moment the page loads. Brokers often worry that asking for contact details too early will scare people off, but the opposite is true for landing pages. Warm traffic has already decided they want to speak with someone. The form confirms they're in the right place. For visitors who need more convincing, include supporting content below the fold, but never hide the conversion point. A refinancing landing page with the form at the bottom of the page converted at 4%. Moving the same form to the top right, visible on load, lifted conversion to 9% without changing any other element.

Keep Form Fields to a Minimum

Ask only for what you need to start the conversation. Name, phone, and email is enough for most mortgage broker enquiries. Every additional field you add reduces the number of people who complete the form. You can gather detailed information about loan amounts, property values, and employment during the actual conversation. The landing page's job is to start that conversation, not qualify the lead completely. In a scenario like this, a broker asking for nine fields including loan purpose, deposit amount, and employment type was getting five enquiries per week. Cutting the form back to three fields doubled that number overnight. The leads were just as qualified because the phone conversation happened either way.

Write for One Specific Person

Generic landing pages convert poorly because they try to speak to everyone. A page targeting first home buyers should mention deposit size, stamp duty, and borrowing capacity. A page targeting refinancers should talk about rate comparisons, equity access, and break costs. The tighter the message, the higher the conversion rate. If you're running multiple campaigns, build separate landing pages for each audience rather than sending all traffic to one generic page. Consider a broker offering both home loans and commercial finance. Their original landing page tried to cover both, and conversion sat at 3%. Splitting into two pages, each written for a specific audience, lifted home loan enquiries to 8% and commercial enquiries to 6%. Trying to appeal to everyone appeals to no one.

Add Social Proof Near the CTA

Reviews, testimonials, and trust signals work best when placed directly above or beside the form. Visitors are most hesitant at the moment they're about to share contact details, so that's where reassurance matters most. A short quote from a past client or a five-star Google rating with review count gives just enough confirmation that others have taken this step and been happy with the outcome. Avoid long testimonial sections that read like advertisements. One or two sentences placed strategically will outperform a dedicated testimonial block that visitors scroll past. For more on using client feedback effectively, see managing mortgage broker reviews and sharing mortgage broker reviews.

Make the Page Load in Under Two Seconds

Slow pages lose visitors before they even see your headline. More than half of users will abandon a page that takes longer than three seconds to load, and every additional second cuts your conversion rate further. Compress images, remove unnecessary scripts, and host video externally rather than embedding large files directly. Most mortgage broker landing pages include high-resolution hero images that look impressive but take five seconds to load on a mobile connection. Cutting image file sizes by 80% with no visible quality loss can halve your page load time and lift conversions immediately. Speed matters more than polish. A fast, simple page will always outperform a slow, beautiful one.

Optimise for Mobile First

More than 60% of landing page visits come from mobile devices, yet most broker websites are still designed for desktop and adapted for mobile as an afterthought. Build your landing page on a mobile screen first, then expand it for desktop. This ensures buttons are large enough to tap, text is readable without zooming, and forms work smoothly on a small screen. Click-to-call buttons should be prominent and functional. Forms should use appropriate input types so mobile keyboards show the right layout for phone numbers and email addresses. A broker sending paid traffic to a landing page saw 70% of visitors arriving on mobile but only 2% converting. The form fields were too small to tap accurately and the CTA button didn't work on iOS. Fixing those two issues lifted mobile conversion to 9%. Your desktop conversion rate is irrelevant if most of your traffic never experiences it.

Test One Change at a Time

Small adjustments can shift conversion rates significantly, but only if you know which change caused the shift. Test one element at a time, whether that's the headline, CTA text, form length, or placement of social proof. Run the test until you have at least 100 conversions across both versions, then implement the winner and test the next element. Avoid changing multiple things simultaneously or you won't know what worked. In our experience, brokers who commit to testing one variable every two weeks see conversion rates improve steadily over time, often doubling within six months. Testing isn't complicated. It's just disciplined. For a broader look at improving your entire site's ability to convert visitors, see website upgrades and call to action strategy.

If your landing pages aren't converting the way you need them to, the issue is usually obvious once you know where to look. Start with the changes above and measure what happens. Call one of our team or book an appointment at a time that works for you.

Frequently Asked Questions