Does your home page content talk to the challenges and concerns of clients right now?
October 31, 2024
The mortgage market has changed dramatically in a short space of time. But when was the last time you updated your website’s home page to reflect this?
Does your home page content talk to the challenges and concerns of clients right now?
If not, give your home page a quick update and keep it relevant. That way more site visitors will convert into business. And it might be good for SEO purposes too.
With that in mind, here are 8 tips to help with your home page. You don’t have to do all these at once. Do one at a time if easier.
1. Cut out the “we”
2. Have A Good Headline
3. Have A Good Sub-headline
4. Optimise For Mobile
5. Have Contrasting Colours On Calls-to-Action Buttons
6. Have A Good Supporting Image
7. Spell Out The Benefits
8. Show The Proof of the Pudding
When writing your content, try and avoid the overuse of “we” and use the words “you”. Just turn it around. Instead of “we offer expert mortgage advice” say “talk to us so you can get some expert mortgage advice.”
You have about 3 seconds to grab attention.
Just 3 seconds to tell visitors what you are all about. And it needs to be short and sweet.
It can sometimes help to write the headline last, once you have everything else sorted. You can’t write a headline to appeal to everyone, so think of your best clients and think what would work for them. You want to find like-minded clients.
Something like this perhaps below, but of course you need to use the words to reflect your brand and client base.
"Everything you need for your mortgage"
“A fresh approach to mortgage advice”
“Mortgage advice. As it is. As it should be.”
“Solving your mortgage challenges”
“Expert mortgage advice just for you”
Dropbox website homepage
Use your sub-heading to support the main one, by giving a brief description of what you do. This can be done effectively by focusing on a common pain point that clients are experiencing now.
“We unravel the mystery of mortgages and find the right mortgage for your needs.”
“We find mortgage deals that are hiding in plain sight”
Your own analytics will tell you how many website visitors use a desktop versus a mobile device.
If most traffic is mobile, use larger fonts to give visitors a better experience.
When creating your homepage, you need to think about what you want your visitors to think and do.
The do bit is to make it easy for visitors to know what you want them to do and make it easy to do it.So if you want them to get in touch, make that clear and have your call to action buttons easy to find. Have a button high up and at other sections too.
These buttons must stand out. Ideally use a colour that contrasts with the main colour that your site uses. Use the colour wheel below to see the opposite colour to your own – try that one.
“Get in touch" "Make an appointment," or "Book a call."
Most people are visual, so use images to bring to life your proposition. Don’t be afraid to use photos of you – as it is a personal business; people buy from people.
Diversity is also important now. Especially for younger clients and prospects. One way of solving this could be to use photos from a range of different clients.
Turn your features into benefits. Spell out why someone should use you instead of another broker.
A tip here is to ask existing clients why they chose you and like you – then use these words to describe your benefits. Avoid technical jargon by the way.
Finally, how some client testimonials. And any other evidence of how great you are, like awards or being in the press.
