Pages a mortgage broker's website should have

Most mortgage broker websites do the same thing. A photo of a handshake and a line about "tailored solutions". Then a phone number, tacked on at the end. Then nothing else. The visitor leaves none the wiser about what you do, what it costs or whether you're the right fit.

This guide fixes that. Ten pages, in plain English, with what each one is for and what to leave off. Build only what matches what you really do. If you don't offer a service, skip the page. A site that tells the truth in six pages beats one that pads out to twelve.

Purpose: Tell a stranger, in about ten seconds, who you are, what you do and what to do next.

Start with one clear sentence. Something like: "We're a mortgage and protection brokerage helping people in [your area] buy, move and remortgage." Use your own words and only claim what's true.

Underneath, give three or four short blocks. What you help with: first-time buyers, home movers, remortgages, buy-to-let, protection, whatever you handle. Next, how it works, in one line each, linking to the full process page. Then a short note on how you're paid, linking to that page. Finish with a plain way to get in touch: a button to the enquiry page and a phone number people can tap on a mobile.

Show your regulatory status in the footer, and link to the page that explains it. If you're a limited company, the registered company name, registered number, registered office address and where you're registered should appear on the site too. That's a GOV.UK requirement.

Keep the page short. It's a signpost, not a brochure. Every block should point somewhere useful.

Avoid vague slogans, stock photos of keys and handshakes, and any claim about rates, savings or outcomes unless your compliance contact has signed it off. Avoid a wall of text. And avoid a pop-up that blocks the page the moment someone arrives.

Purpose: Explain exactly what you offer and what you don't, so the right people get in touch and the wrong ones don't waste your time.

Say what you do in plain terms. Mortgages for house purchase, remortgages, buy-to-let, protection such as life cover or income protection. List only what you really handle.

Then be straight about your range. Do you look at the whole market, or a panel of lenders, or a limited list? Say which. Whatever the answer is, say it in one sentence a non-expert can follow. If you don't cover something, such as commercial finance or equity release, say so and, if it helps, say that you'll point people elsewhere.

Describe the advice itself. Do you recommend a specific product after looking at someone's circumstances, or do you provide information only? State what's true for your firm. Use your own wording, and check how you describe your service with your compliance contact before it goes live.

Give each major service a short section of its own, or its own page if there's enough to say. Each one should cover who it suits, what you'll need from the client and what happens next.

Avoid saying "whole of market" if it isn't accurate. Avoid listing services you've never really handled. Avoid jargon that only another broker would follow. And avoid copying the same paragraph across several pages with the town name swapped. Google's spam policies treat many near-duplicate pages made mainly to manipulate rankings as spam, so every page must carry something genuinely different.

Purpose: Answer the question every client has and few brokers address: how do you make your money?

Say it plainly, in one place, without fine print. If you charge a fee, state what it is, when it's due and what it covers. If you charge no fee and are paid commission by lenders, say that. If it's a mix, say so, and explain when each applies. Do the same for protection: if you're paid commission by the insurer, say so.

Add anything that affects the client. Is any fee refundable? When is it payable: at the start, at application, on completion? What happens if the case doesn't go ahead? Clients dislike surprises, and a clear answer here stops awkward conversations later.

Write it as if you were explaining it across a desk. Short paragraphs. No euphemisms. If a number belongs on the page, it should be your real number, checked by the person responsible for your firm's compliance.

You can also add a short line on how you handle the fact that commission exists: that your recommendation is based on the client's circumstances, if that's accurate for your firm.

Avoid burying fees in a footer or a PDF. Avoid phrases like "no obvious costs" or "free advice" if money does change hands somewhere. Avoid any wording that could mislead, because financial promotions by FCA-authorised firms must be fair, clear and not misleading. Avoid quoting figures you can't back up today.

Purpose: Show a nervous client what happens from first contact to completion, so the unknown feels manageable.

Write it as a short numbered sequence. Keep it to the real steps in your firm. For many brokers that looks something like: first conversation, fact-find, recommendation, application, offer, completion. Yours may differ. Use your own steps, not a generic template.

For each step, give one or two sentences. What happens. What the client needs to do. Who they'll deal with. Roughly how long it usually takes, if you can say so honestly. Avoid promising timescales that depend on lenders, solicitors and surveyors, because those are outside your control. Say what's within yours, such as how quickly you reply to enquiries.

Add a short list of what to have ready: ID, proof of income, details of existing borrowing, whatever you genuinely ask for. People appreciate knowing before the first call.

Close the page with a line pointing to the enquiry page.

If you handle both mortgages and protection, either show them as one journey or give each its own short sequence. Don't blur them together.

Avoid dressing up a simple process with fancy names. Avoid steps you don't really follow. Avoid guaranteeing outcomes such as approval or speed. And avoid a page so long that the first step sits below three screens of introduction.

Purpose: Let visitors see that you're properly authorised and check it themselves in a minute.

State your firm's regulatory status accurately. Use the exact wording that applies to you: the firm name as registered,and your firm reference number.

Then show people how to check. Point them to the FCA's Financial Services Register and tell them what to look for: your firm's name and reference number. A short, numbered how-to works well. Keep it to a few lines.

Explain, in your own words and without legal flourish, what your authorisation means for how you operate. Keep this modest. If you're unsure what you can say, ask your compliance contact.

This is also the right place to note the basics about financial promotions: those issued by FCA-authorised firms must be fair, clear and not misleading. A person may communicate a financial promotion if they are an authorised person, if an authorised person who can lawfully approve it has approved it, or if an exemption applies. Before you publish any claim about rates, savings or outcomes, take advice from your compliance contact. This page can say that your website content is subject to those checks.

Link to this page from the footer on every page of the site.

Avoid stating a status that isn't exactly correct. Avoid vague phrases like "fully regulated" without saying by whom and for what. Avoid logos you don't have permission to use. And avoid inventing rules: where something matters and you're unsure, check with the regulator or your compliance contact.

Purpose: Make it easy for a visitor to take the next step, and make sure you get what you need to reply properly.

Keep the form short. Name, phone number, email, a line on what they're looking for (buying, moving, remortgaging, protection), and a free-text box. Anything more and people give up. You can collect the detail on the first call.

Tell people what happens after they send it. Who will reply, how, and roughly when? Only promise a response time you can keep. If you can't reply at weekends, say so.

Offer more than one way in. A phone number that works on a tap, an email address, and the form. Some people prefer to talk; some want to write at eleven at night. Give both options.

Add a short privacy note and link to your full privacy notice. Keep the wording plain. Make clear that the enquiry page isn't a place to send sensitive documents, and say where those should go when the time comes.

Include a one-line reminder of how you're paid and a link to that page. It removes a worry before the form is sent.

Test the page yourself on a phone. Fill in the form. Check the confirmation message appears and the email actually reaches you. A broken form is invisible until you lose enquiries to it.

Avoid long forms with a dozen required fields. Avoid asking for bank details, passwords or full documents through a basic web form. Avoid a "thank you" page that says nothing. And avoid promising an instant quote or a guaranteed rate.

Purpose: Answer the questions clients actually ask, in your words, without giving personal advice.

Start with your own inbox and call notes. What do people ask first? What do they worry about? What do they get wrong? Use those questions, worded the way clients put them. Don't invent questions to fill space.

Group them under a few headings: before you apply, the application, protection, costs and fees, working with us. Keep answers short, usually two to four sentences. Link to the longer page where there's more to say.

Typical territory: what documents will I need, how long does it usually take, what do you charge, do you cover the whole market, what if my circumstances are complicated. Answer only what's true for your firm.

Keep it general. An FAQ page can't give personal advice, because it doesn't know the reader's situation. Where an answer depends on circumstances, say that, and invite the reader to get in touch so you can look at their position properly.

Be careful with anything touching on rates, affordability or outcomes. Take advice from your compliance contact before publishing a claim about them. If a question is better answered by a conversation, say so. That's honest, and it points people to the enquiry page.

Review the page every few months. Add the new questions you've been asked. Remove anything that's out of date.

Avoid answers that read like legal disclaimers. Avoid questions nobody has asked. Avoid tips that sound like a recommendation for a specific product. And avoid leaving old answers online after your process or fees have changed.

Purpose: Show real feedback from real clients, honestly presented.

Use only reviews that real clients have actually given. Don't write them, edit them to say something different or ask friends to post them. If a client has agreed to be quoted, use their words as given, with their permission and in a form they're happy with.

Say where each review came from. If it's from a third-party review site, link to it so visitors can see the original in context. If it's feedback sent directly to you, say so, and only publish it with the client's consent.

You don't need dozens. A handful of genuine ones, kept up to date, is plenty. Place a couple on the home page and the enquiry page, with a link to the full set.

Respond to criticism calmly and in public where the platform allows. A measured, factual reply tells readers more about you than the complaint did. Never argue and never share a client's private details in a reply.

If you've no reviews yet, don't hide it with filler. Ask recent clients, politely, if they'd be willing to leave honest feedback. Make it easy: send the direct link. Don't offer rewards for positive wording.

Check your compliance contact is happy with how reviews are presented, particularly any that mention rates, savings or outcomes.

Avoid invented testimonials, anonymous quotes you can't trace and star ratings you can't point to. Avoid cherry-picking so hard that the page misleads. And avoid reviews that make promises you wouldn't make yourself.

Purpose: Let people see who's behind the firm and how to reach you.

Put real names and real photos on the page. Who are you? What's your role? How long have you done this? Use only facts you can stand behind. If you hold a qualification, state it accurately; if you're unsure of the exact wording, check with the awarding body or your compliance contact.

Keep the story short and relevant. Why did you become a broker? Who do you usually help? What's your approach? Two or three short paragraphs will do. Add a line on how the team splits the work, if there is one.

Then the contact details. Phone, email, address and opening hours. If you work by appointment or from home, say so and don't list an address that isn't open to visitors. If you're a limited company, show the registered company name, registered number, registered office address and where you're registered. That's a GOV.UK requirement for UK limited companies.

State your regulatory status here too, and link to the regulation page.

Make the contact options match how you really work. If you're easier to reach by phone in the mornings, say that. If you offer video calls or home visits, say that.

Add a link to the enquiry page. This is often where people end up when they're deciding.

Avoid a page that's all about the firm's "values" with no names on it. Avoid stock photos in place of real ones. Avoid claiming awards or memberships you can't prove. And avoid contact details that go unanswered.

Purpose: Get your firm listed accurately where local people look first, and keep it right.

This isn't a page on your website, but treat it as one. Search volume figures are estimates, not exact counts, and they're national monthly figures, not per town. For the UK, "mortgage broker near me" is estimated at around 5,400 searches a month (DataForSEO, 18 October 2026). Smaller phrases are far lower: "mortgage broker website", "mortgage broker marketing" and "mortgage broker seo" each sit around 30 a month, and "seo for mortgage brokers" around 90. Those numbers show where the demand is: local, and from people looking for a broker, not for marketing advice.

Claim your profile and fill in every field honestly. Use your real-world business name as shown on your shopfront, website and stationery. Don't add extra words to the name. Add the services you really offer, your hours and a link to your website.

Keep hours up to date, including holiday hours. Nothing irritates a visitor like a profile that says open when you're shut.

Add real photos: the office, the team, the front door if people visit. Respond to reviews. Post occasional updates if you have something worth saying.

You can't pay for a better local ranking on the profile, so don't be tempted by anyone who says you can. Keep the details accurate and consistent with your website.

Avoid stuffing the name with keywords or locations. Avoid listing an address you don't operate from. Avoid ignoring the profile after setting it up. And avoid claiming a service area that you can't properly serve.

If you're starting from scratch, build in this order:

1. Home page: say who you are and what to do next.
2. How we're paid: answer the cost question honestly before anyone has to ask.
3. Regulation: show your FCA status and how to check it.
4. Enquiry page: make getting in touch simple, on a phone as well as a desktop.
5. Google Business Profile: make sure local people find accurate details.

The other pages follow once those are solid. Add them as you've time and real content to put on them.

Not sure which of these pages you're missing, or which topics your competitors cover that you don't? Seracu offers a free snapshot that shows which topics your site lacks compared with competitors. It takes the guesswork out of deciding what to build next.