Mortgage Landing Pages That Convert: Examples & Best Practices

You're paying $20–$50 per click on your Google Ads or Facebook campaigns. Every visitor who bounces without converting is money gone. The landing page is where ad spend either turns into pipeline or turns into waste.

Most loan officers send paid traffic to their homepage. That's like handing someone a phone book when they asked for a phone number. A dedicated landing page with a single focus converts 3–5x better than a general website page.

The Anatomy of a High-Converting Mortgage Landing Page

Every effective mortgage landing page has the same core elements. The layout varies, but these pieces are non-negotiable:

1. A Clear, Specific Headline

Your headline needs to match the ad that brought them here and promise a specific outcome. "Welcome to Our Website" converts at 0%. "Get Pre-Approved in Minutes — Check Today's Rates" converts because it matches intent and promises speed.

• Purchase page: "Find Out How Much Home You Can Afford in [City]"
• Refinance page: "Could You Save $300/Month? Check Your Refi Options"
• FHA page: "Buy a Home with 3.5% Down — See If You Qualify"
• VA page: "Zero Down VA Loans for [City] Veterans — Get Pre-Approved Today"

2. A Short, Low-Friction Form

Every field you add drops conversion by 5–10%. The ideal mortgage landing page form has 3–5 fields:

1. First name
2. Phone number
3. Email
4. Purchase or refinance (dropdown)
5. Estimated purchase price or current loan amount (optional)

You don't need their SSN, date of birth, or employment history on the landing page. You need enough info to start a conversation. Collect the rest during the actual consultation.

3. Social Proof Above the Fold

Borrowers are trusting you with the biggest financial decision of their lives. They need reassurance. Place these elements near your headline and form:

• Star rating — "4.9 stars from 200+ reviews"
• Review snippets — 1–2 short testimonials with real names
• Trust badges — NMLS number, Equal Housing logo, state licenses
• Closing count — "Helped 500+ families in [City] buy homes"

4. No Navigation

This is the hardest rule for LOs to follow. Remove your website navigation from the landing page. No header links, no footer links, no "About Us" page. The only action available should be filling out the form or calling the phone number. Every exit point is a leaked conversion.

5. Mobile-First Design

60–70% of your landing page traffic comes from mobile devices. If your form is hard to fill out on a phone, you're losing the majority of your leads. Test every landing page on your own phone before launching. The form should be thumb-friendly, the text should be readable without zooming, and the page should load in under 3 seconds.

Landing Page Examples by Loan Type

Purchase Landing Page

Focus on the excitement of buying a home combined with the ease of getting started. Headline emphasizes speed ("Pre-Approved in Minutes") and locality. Hero section has the form beside a friendly photo (not a stock image of a house). Below the fold: 3 steps to getting pre-approved, 2–3 testimonials, FAQ section addressing common concerns (credit score requirements, down payment options, timeline).

Refinance Landing Page

Lead with savings. The headline should quantify the benefit ("See If You Could Save $200–$400/Month"). Use a simple savings calculator or comparison table above the fold. Testimonials should emphasize how painless the process was — refinance borrowers dread paperwork more than anything.

First-Time Buyer Landing Page

These visitors have the most questions and the most anxiety. The page should be educational and reassuring. Address the biggest fears: "You don't need 20% down," "Your credit doesn't have to be perfect," "We'll walk you through every step." A video walkthrough of the process converts extremely well for this audience.

The best landing pages don't feel like marketing. They feel like someone answering the exact question the visitor had when they clicked the ad.

What Happens After the Form

The landing page is just the beginning. What happens in the next 5 minutes determines whether that lead becomes a loan or a wasted click.

Your automation system should trigger immediately:

• Thank you page with next steps and your photo/bio (builds trust)
• Instant text message confirming receipt and starting conversation
• Auto-assignment to the right LO in your CRM pipeline
• Task creation for phone follow-up within 5 minutes

Testing and Optimization

Don't launch one landing page and call it done. Test these elements in order of impact:

1. Headline — Biggest single lever. Test 3–4 variations.
2. Form length — Fewer fields vs qualifying questions
3. CTA button text — "Get Pre-Approved" vs "Check My Rates" vs "See If I Qualify"
4. Social proof placement — Above form vs below form
5. Page layout — Form right vs form center

Run each test for at least 100 conversions before declaring a winner. Small sample sizes lead to bad conclusions.

Your landing page is the bridge between your ad spend and your pipeline. Build it with intention, test relentlessly, and connect it to a follow-up system that responds instantly. That's how you turn paid traffic into closed loans.