After reviewing dozens of mortgage broker websites, the same gaps appear over and over. Most sites are missing at least five of these eight elements. Each missing element costs enquiries. Here's the list — and exactly how to add each one.
1. Segmented CTAs for each client type
A single "Get in Touch" button serves no client type well. Replace it with three pathways: self-employed/complex income, first-time buyer, and been turned down before. Each one speaks directly to that visitor's situation and pre-qualifies them before the call.
2. Google reviews in the hero section
Your star rating and review count need to be visible before anyone scrolls. Most broker sites bury this in a testimonials section. Position it in the hero alongside your main headline — "4.9 · 87 reviews on Google" — and it becomes a trust signal at exactly the right moment.
3. A visible FCA authorisation statement
Required on every page by the FCA. Your authorisation statement and registration number must be clearly visible in the footer, in legible text, on every single page. Missing or illegible = compliance risk and lost trust.
4. WhatsApp integration
A significant proportion of mortgage enquiries start with a WhatsApp message. A direct "Chat on WhatsApp" button on your site captures these clients immediately, in the channel they prefer, without the friction of a form. Add it. Track it.
5. A fast mobile experience
Check your mobile PageSpeed score at pagespeed.web.dev right now. If it's below 70, you're losing enquiries from every mobile search. Most mortgage research now happens on a phone. Most broker sites are built desktop-first and optimised for desktop. That's the wrong order.
6. Self-employed client positioning
Self-employed and complex income clients are your most valuable — and they're specifically anxious about being turned down. Your site needs language that speaks directly to them: "We work with self-employed applicants, contractors, and limited company directors — and we know which lenders will work with your income structure." That specificity converts.
7. A Calendly or booking integration
If your site's only conversion mechanism is a contact form, you're adding friction. A direct booking link — "Book a 30-minute call" — lets motivated visitors convert immediately, on their schedule, without waiting for a response. Calendly integrates in 20 minutes and costs £8/month. The ROI is immediate.
8. Cookie consent that actually works
A banner with only an "Accept" button, or one that sets cookies before the visitor makes a choice, is not PECR-compliant. You need genuine accept/decline options, and your analytics should only run after consent is given. This isn't just compliance — it's trust.
Open your site right now and check it against this list. If you're missing three or more of these elements, book a free call. We'll show you exactly what a properly built broker site looks like — and what it converts at.
9. A reason to come back if they are not ready
Most broker sites give a visitor exactly one option: book now. For the sizeable group who are months away from being able to act, that is no option at all. A guide, a checklist or a short email sequence gives them a reason to leave an address and gives you a reason to still be in their inbox when they are ready.
10. Copy that says who you are not for
"Whole of market advice for all your mortgage needs" is true and it is useless. It gives no one a reason to think you are the right person for their situation. Naming the cases you take most often — and, quietly, the ones you do not — makes the right client feel recognised and stops the wrong enquiries arriving. Both save you time.
Where to start if you only fix one
Segmented enquiry paths. Not because the others do not matter, but because it is the change that touches everything else: it forces you to decide who the site is for, which then dictates the copy, the reviews you feature and the wording of the call to action. Most of the other items on this list follow naturally once that decision is made.
If you want an honest read on which of these your own site is missing, that is what the free thirty-minute review is for. You leave with the list whether or not you work with us.