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Website checklist for mortgage brokers

A good mortgage broker website tells a buyer or homeowner what you can help with, how you're paid, and how fast they can get pre-approved. This checklist covers that and everything else I check on every brokerage site.

0 of 29 done0%

Content and pages

0/7

Trust and credibility

0/4

Conversion

0/4

Local SEO

0/3

Technical

0/5

AI search

0/3

Compliance

0/3

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What a brokerage website must get right first

Mortgage clients come in at specific moments: buying, renewing or refinancing. The site needs a page for each moment, an honest explanation of how brokers are paid, and a fast application path. Rate claims are where most broker sites get into trouble, so handle them carefully.

How to use this checklist

29 checks in 7 groups.

  1. Open your website in another tab and go group by group.

    Tick an item only when you have checked it on the live site, on a phone as well as a computer.

  2. Start with content and conversion.

    Those groups are the most specific to mortgage brokers, and they are where most enquiries are won or lost.

  3. Leave technical and AI search items for last.

    They matter, but they are easier to fix in one pass, and the free tools linked below help with most of them.

  4. Your ticks are saved in this browser.

    Come back any time. Print it if you want to work through it with your team.

A note on compliance

Your website can count as advertising under the rules that apply to mortgage brokers. The compliance items here are prompts to check, not legal advice. Rules differ by province and change over time, so read the current standards from your regulator or licensing body before you publish testimonials, comparisons, prices or outcome claims.

FAQ

Mortgage brokers websites: questions

  1. Only if you can keep them current and show the conditions and date. Stale or best-case rates create problems with clients and regulators. Many brokers explain how rates are set and invite a quote instead.

  2. Situation pages: first-time buyers, renewals, refinancing and self-employed. People search for their situation, and each page can explain the process and documents for it.

  3. Through a secure application tool linked from the site. A website form shouldn't collect income or SIN details. Keep the first step short and move the sensitive part into a secure system.

Keep reading

For mortgage brokers

Other checklists

Free tools

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