No statement of which situations you handle
Self-employed, contractor, adverse credit, first-time buyer, buy to let, later life. These are the searches, and "whole of market" describes every broker.
Websites for mortgage brokers
Rates move.So does what you qualify for.
Custom websites for mortgage brokers, built for somebody who has just had an offer accepted, or has just been declined by their own bank.
Hale & Roth is a KustomSite design concept for the boutique law firm category. It is not a client project and the business is fictional.
The moment they land
Either an offer has been accepted and there is a deadline, or their own bank has said no and they do not know whether that means nobody will lend. They want to know whether their situation is one you handle — self-employed, thin credit file, new build, buy to let — and what the process actually looks like from here.
What costs you jobs
4 things a template gets wrong here.
Rates quoted on the page
A rate published on a website is out of date before the page finishes loading, and a rate that has moved by the first call costs more trust than it ever bought.
Nothing about the process or the documents
What happens after the first call, what they have to provide, how long each stage takes. It is the most useful content a broker can publish and it is almost always missing.
Fees unclear
Whether you charge a fee, when it is payable and what happens if the application fails. Ambiguity here is why people hesitate to make the first call.
What gets built instead
Mechanics, not features.
A page per situation
Written for the circumstance rather than the product — self-employed with two years of accounts, a contractor on day rate, a thin file after moving countries.
Process and document list, not rates
What happens at each stage, roughly how long it takes, and exactly what you need from them. It is durable content; a rate is not.
Your fee structure, stated
Whether there is a fee, when it is due, and what happens if the application does not complete.
An urgent path for deadlines
An accepted offer with a completion date is a different enquiry from early research, and it should not queue behind it.
Fair questions
The reasons not to.
“Rates are what people search for”
They search for rates and they choose a broker on whether their situation looks handled and whether the process was explained. Publishing a rate you cannot hold is the fastest way to start the relationship badly.
“Estate agents refer most of my clients”
Referred clients look you up, usually next to the in-house broker they were also offered. The site is where that comparison is decided.
Asked often
Before you ask.
Should the site publish rates?
No. A rate on a website is stale almost immediately, and a rate that has moved by the first call costs more trust than it earned. Publish the process and the document list instead — those stay true.
What pages bring the best enquiries?
One per situation rather than per product: self-employed, contractor, adverse credit, buy to let, later life. "Whole of market" describes every broker and competes with all of them.
Should I state my fee on the website?
Yes — whether there is one, when it is payable and what happens if the application does not complete. Ambiguity about fees is a common reason somebody does not make the first call.
Start it.
4 parts, and the trade is already answered when you arrive from here. Nothing is charged and nothing starts until you say so.
Build a brief for mortgage broker