15 Mortgage Websites Worth Copying

A website is often a potential client’s first impression of you, so it needs to look professional, modern, and clean. With so many bad (and we mean awful) mortgage websites out there, we thought we’d round up some of our favorites and also tell you what makes them good.

Why Mortgage Websites are Important

If you don’t have a mortgage website, you’re behind the competition. For today’s loan officer, this is a necessity, not a luxury. If you don’t have a mortgage website, clients may wonder why you’re not willing to invest in your business.

A website is also the perfect place to collect emails so you can continue to market to people. You can encourage people to request more information about a purchase or refinance. It’s also a place where you can share resources, giving people the information they need to make a decision about getting a mortgage.

What Makes a Good Mortgage Website

You might be wondering what features make up a good mortgage website. Here’s what we were looking for when we made this list:

Features (10 points each)

Team Directory

It’s a good idea to let people familiarize themselves with your team and the people they’ll be working with while getting their loan.

Social Proof

Social proof helps people see why they should work with you over other mortgage companies. Social proof includes testimonials (even better with pictures or videos), awards, and organizations you’re a part of.

Defined Sales Funnels

Sales funnels help guide your clients to do what you want them to do. You want to bring people to your website, get them to interact with your content, and then ask them to schedule a consultation with you so they can apply for a loan.

Lead Magnets/Forms

Lead magnets are the perfect way to get people’s contact info (usually email address) so you can market to them over time. This is key for nurturing clients who are not yet ready to close. When the time comes, they’ll remember you if you’ve stayed in touch with them.

Loan Products Info

People are hungry for information, so make sure you give it to them. Tell them which purchase and refinance options might be good for them.

Display Rates on Site

This is something not many websites do, and it’s something clients really want to know. Current rates can be updated automatically, too.

Interactive Calculators

We’re not talking about your typical lame mortgage calculator here. We’re talking about a fully interactive calculator that’s actually fun to use. 

Good SEO

Search engine optimization, or SEO, is really important if you want your website and content to show up in search engine results.

User Experience (5 points each)

Mobile-responsive Website

Over 50% of web traffic is now mobile, and that number will likely continue to rise. If people get frustrated by your site because they have to pinch and zoom on their phones, you’ve caused them unnecessary problems.

Mobile-responsive Application

Ditto to the mobile-responsive application. If you have an application on your site, it better be something that can be filled out on a phone.

Clean, Professional Design

So many mortgage sites are cluttered, overwhelming, and dated. Having a clean, professional design showcases how professional you are, too.

Non-stock Photography

There is plenty of stock photography out there, but it’s worth taking the time to find photography that doesn’t look like it (even if it is). Stock photography gets old really quick. Bonus points if you have real pictures to go with testimonials or pictures of your team engaging with customers and around the office.

Infused Company Culture

What is it like to work with YOU and your company? Let people know what they can expect when they interact with you.

Easy to Navigate

Nothing is more frustrating than a site that’s confusing to navigate. Remember, simple is always better than clever. Here are 22 principals of good website navigation.

Fast-loading

The longer people have to wait for your site to load, the more likely they are to leave. Plus, a slow website also hurts your SEO. Google aims to load in under half a second! While you don’t have to be as fast as Google, your site should fully load in under three seconds.

Secure Site (HTTPS)

Here’s a great article about why you should secure your site, but basically, you want the information people give you to be secure and private.

Total Possible Score: 120

For the sites below, we scored them based on this criteria. We also included things we liked that went above this criteria, as well as things we’d add or change.

Need Some Help with Mortgage Websites?

After seeing the modern, sleek mortgage websites below, let us know if you’re thinking you really need one of your own! You might be interested in one of our mortgage websites. They’ll get you well on your way toward better marketing.

1. Total Mortgage

What We Like:

  • Clear unique selling proposition right from the start (21-day guarantee)
  • Live chat
  • In-depth economic analysis
  • Extensive information for purchase and refinance customers

What We'd Change:

  • The copy feels a little impersonal and could be more focused on the customer

Score: 110

Features
Team Directory10
Social Proof10
Defined Sales Funnels10
Lead Magnets/Forms10
Loan Products Info10
Displays Rates on Site10
Interactive Calculators10
Good SEO10
Usability
Mobile-responsive Website5
Mobile-responsive Loan App5
Clean, Professional Design5
Non-Stock Photography0
Infused Company Culture0
Easy to Navigate5
Fast-Loading5
Secure Site (HTTPS)5

2. Neighborhood Loans

What We Like:

  • Fun, elegant branding
  • Helpful icons throughout site
  • Videos about the mortgage process

What We'd Change:

  • Information could be more robust
  • Text could be broken up into more manageable chunks

Score: 100

Features
Team Directory10
Social Proof10
Defined Sales Funnels10
Lead Magnets/Forms10
Loan Products Info10
Displays Rates on Site0
Interactive Calculators0
Good SEO10
Usability
Mobile-responsive Website5
Mobile-responsive Loan App5
Clean, Professional Design5
Non-Stock Photography5
Infused Company Culture5
Easy to Navigate5
Fast-Loading5
Secure Site (HTTPS)5

3. Guaranteed Rate

What We Like:

  • Funny, memorable video about getting a mortgage with Guaranteed Rate
  • Current interest rates right on the home page

What We'd Change:

  • The site has a lot of info and can seem overwhelming

Score: 100

Features
Team Directory5
Social Proof10
Defined Sales Funnels10
Lead Magnets/Forms10
Loan Products Info10
Displays Rates on Site10
Interactive Calculators5
Good SEO10
Usability
Mobile-responsive Website5
Mobile-responsive Loan App5
Clean, Professional Design5
Non-Stock Photography0
Infused Company Culture0
Easy to Navigate5
Fast-Loading5
Secure Site (HTTPS)5

4. Home Point Financial

What We Like:

  • Extensive resource center that includes video
  • Good overview of loan products
  • Extensive resource section

What We'd Change:

  • Make content more customer-focused and less company-focused
  • Make testimonials more prominent
  • Require email address to download PDFs

Score: 90

Features
Team Directory10
Social Proof5
Defined Sales Funnels10
Lead Magnets/Forms5
Loan Products Info10
Displays Rates on Site0
Interactive Calculators5
Good SEO5
Usability
Mobile-responsive Website5
Mobile-responsive Loan App5
Clean, Professional Design5
Non-Stock Photography5
Infused Company Culture5
Easy to Navigate5
Fast-Loading5
Secure Site (HTTPS)5

5. Better Mortgage

What We Like:

  • Easy-to-read home page
  • Extensive FAQ section
  • Video Resources

What We'd Change:

  • Nothing!

Score: 90

Features
Team Directory0
Social Proof10
Defined Sales Funnels10
Lead Magnets/Forms0
Loan Products Info10
Displays Rates on Site10
Interactive Calculators0
Good SEO10
Usability
Mobile-responsive Website5
Mobile-responsive Loan App5
Clean, Professional Design5
Non-Stock Photography5
Infused Company Culture5
Easy to Navigate5
Fast-Loading5
Secure Site (HTTPS)5

6. New American Funding

What We Like:

  • Tons of info about many loan programs
  • Info for different types of niche borrowers

What We'd Change:

  • Testimonials should be easier to find
  • Copy should be broken into more manageable chunks

Score: 85

Features
Team Directory10
Social Proof5
Defined Sales Funnels10
Lead Magnets/Forms10
Loan Products Info10
Displays Rates on Site0
Interactive Calculators10
Good SEO10
Usability
Mobile-responsive Website5
Mobile-responsive Loan App0
Clean, Professional Design5
Non-Stock Photography0
Infused Company Culture0
Easy to Navigate5
Fast-Loading0
Secure Site (HTTPS)5

7. Cherry Creek Mortgage Company

What We Like:

  • Builds trust from the beginning
  • Has short videos
  • Section for real estate agents

What We'd Change:

  • People have to create an account to “get started”
  • FAQ section is a good idea but is a little sparse

Score: 80

Features
Team Directory10
Social Proof5
Defined Sales Funnels5
Lead Magnets/Forms0
Loan Products Info5
Displays Rates on Site0
Interactive Calculators10
Good SEO10
Usability
Mobile-responsive Website5
Mobile-responsive Loan App0
Clean, Professional Design5
Non-Stock Photography5
Infused Company Culture5
Easy to Navigate5
Fast-Loading5
Secure Site (HTTPS)5

8. Movement Mortgage

What We Like:

  • Very personal with friendly, easy-to-read copy
  • Extremely compelling video about what makes Movement different
  • Great branding
  • Prominent email signup box

What We'd Change:

  • Site is very focused on the company rather than the client
  • Need more information on loan products

Score: 80

Features
Team Directory10
Social Proof10
Defined Sales Funnels5
Lead Magnets/Forms0
Loan Products Info10
Displays Rates on Site0
Interactive Calculators0
Good SEO5
Usability
Mobile-responsive Website5
Mobile-responsive Loan App5
Clean, Professional Design5
Non-Stock Photography5
Infused Company Culture5
Easy to Navigate5
Fast-Loading5
Secure Site (HTTPS)5

9. Citywide Home Loans

What We Like:

  • Short video background on home page
  • Great video about what the company's values

What We'd Change:

  • Page transitions make load times seem slower than they are

Score: 80

Features
Team Directory10
Social Proof5
Defined Sales Funnels0
Lead Magnets/Forms0
Loan Products Info10
Displays Rates on Site0
Interactive Calculators5
Good SEO10
Usability
Mobile-responsive Website5
Mobile-responsive Loan App5
Clean, Professional Design5
Non-Stock Photography5
Infused Company Culture5
Easy to Navigate5
Fast-Loading5
Secure Site (HTTPS)5

10. Neighborhood Lender

What We Like:

  • Live chat pop-up
  • Testimonials with real pictures
  • Section about how they beat their competition

What We'd Change:

  • More resources for people who are wanting to buy or refi
  • FAQ section is difficult to find and hard to read
  • Website feels a little sparse

Score: 70

Features
Team Directory0
Social Proof5
Defined Sales Funnels10
Lead Magnets/Forms0
Loan Products Info10
Displays Rates on Site0
Interactive Calculators5
Good SEO10
Usability
Mobile-responsive Website5
Mobile-responsive Loan App0
Clean, Professional Design5
Non-Stock Photography5
Infused Company Culture5
Easy to Navigate5
Fast-Loading5
Secure Site (HTTPS)0

11. Atlantic Bay

What We Like:

  • Tell why they’re different from other mortgage companies
  • Very prominent testimonials with pictures
  • Robust resources section

What We'd Change:

  • Contact form is hard to find
  • Copy is difficult to follow

Score: 65

Features
Team Directory10
Social Proof5
Defined Sales Funnels5
Lead Magnets/Forms0
Loan Products Info0
Displays Rates on Site0
Interactive Calculators10
Good SEO5
Usability
Mobile-responsive Website5
Mobile-responsive Loan App5
Clean, Professional Design5
Non-Stock Photography0
Infused Company Culture5
Easy to Navigate5
Fast-Loading0
Secure Site (HTTPS)5

12. Semper Home Loans

What We Like:

  • Very personal and customer-oriented copy
  • Extensive FAQ section arranged in a helpful timeline
  • Section for agents
  • Great comparison of different types of loans

What We'd Change:

  • The blog needs to be updated

Score: 65

Features
Team Directory0
Social Proof0
Defined Sales Funnels5
Lead Magnets/Forms5
Loan Products Info10
Displays Rates on Site0
Interactive Calculators10
Good SEO5
Usability
Mobile-responsive Website5
Mobile-responsive Loan App5
Clean, Professional Design5
Non-Stock Photography0
Infused Company Culture0
Easy to Navigate5
Fast-Loading5
Secure Site (HTTPS)5

13. Southwest Funding

What We Like:

  • Video testimonials and great testimonials section overall
  • Info about what it's like to get a loan with Southwest Funding

What We'd Change:

  • Add more information on buying and refinancing

Score: 65

Features
Team Directory0
Social Proof10
Defined Sales Funnels10
Lead Magnets/Forms5
Loan Products Info5
Displays Rates on Site0
Interactive Calculators5
Good SEO10
Usability
Mobile-responsive Website5
Mobile-responsive Loan App5
Clean, Professional Design5
Non-Stock Photography0
Infused Company Culture0
Easy to Navigate5
Fast-Loading0
Secure Site (HTTPS)0

14. Sente Mortgage

What We Like:

  • Testimonials are front front and center
  • Live chat pop-up
  • Prominent call-to-action buttons (schedule a call)
  • Extensive financial learning center

What We'd Change:

  • Declutter the site and make it less overwhelming
  • The site feels like a template

Score: 45

Features
Team Directory10
Social Proof10
Defined Sales Funnels0
Lead Magnets/Forms0
Loan Products Info10
Displays Rates on Site0
Interactive Calculators5
Good SEO0
Usability
Mobile-responsive Website5
Mobile-responsive Loan App0
Clean, Professional Design0
Non-Stock Photography0
Infused Company Culture0
Easy to Navigate0
Fast-Loading0
Secure Site (HTTPS)5

15. Mortgage Financial

What We Like:

  • Videos
  • Tells about the experience of getting a loan with them

What We'd Change:

  • Turn off auto-play for videos
  • Text should be company-focused, not customer-focused
  • Text could be easier to follow

Score: 20

Features
Team Directory0
Social Proof0
Defined Sales Funnels0
Lead Magnets/Forms0
Loan Products Info0
Displays Rates on Site0
Interactive Calculators0
Good SEO5
Usability
Mobile-responsive Website5
Mobile-responsive Loan App0
Clean, Professional Design5
Non-Stock Photography0
Infused Company Culture5
Easy to Navigate0
Fast-Loading0
Secure Site (HTTPS)0

2 responses to “15 Mortgage Websites Worth Copying”

  1. joe gagnon says:

    what do you thinks of pipeline ROI

  2. Jon Henderson says:

    Great lead in to your lead capture.

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