How to Structure a Mortgage Broker Website for SEO
This article is by Australia's #1 Mortgage Broker SEO Agency, we've helped brokers generate over $500M in new leads through Google and AI-search. We can help you too, simply book a call here.
Your website is the engine behind everything you do in search. Whether a borrower finds you through Google Maps, an AI Overview or a straight search, the first thing they land on is your site, and the first thing Google does is try to make sense of it.
Most broker sites have the basics: a home page, a contact form, maybe a few service pages. But the way those pages are organised, and what each one actually says, is what separates a site that ranks from one that sits invisible at page three.
At Copyburst, we help Australian brokers with mortgage broker SEO, website builds and Google Business Profile management, and site structure is one of the first things we look at with every new client. Below, we'll show you how to set your site up so Google can find it and borrowers choose to call you.
Key takeaways
- One page per distinct loan type or borrower gives Google a clear signal to rank.
- Your About page and a genuine enquiry path matter more than most brokers expect.
- Google indexes the mobile version of your site, so that's the version that needs to work.
What is website structure for mortgage broker SEO?
Website structure is how your pages are organised and connected so Google can find them and understand what each one is about. For a mortgage broker, good structure means one page for each thing a borrower searches for, each page covering that topic properly, and every page linked together so nothing gets missed. It's not about how the site looks. It's about whether Google can tell what you do, where you do it, and who you help, without having to guess.
Which pages does a broker website actually need?
The pages that do the most work in search are the ones that match what a borrower types. A first home buyer searching "first home buyer broker" needs a different page from a self-employed borrower searching "mortgage broker for self-employed". One page trying to do both jobs does neither well.
Here's the core set of pages most broker sites need:
- Home loan types: one page each for refinancing, first home buyers, investment property, construction loans and self-employed borrowers, at minimum.
- Specialist lending: separate pages for SMSF, commercial, car and equipment finance if you write those loans, since they attract a different borrower with a different search.
- About page: real people, credentials, your aggregator, genuine reviews and a clear story of who you help.
- Contact page: phone, form, booking link and your suburb or service area, with no dead ends.
- Location pages: only where you can say something specific about lending in that area, not a copy-paste of the same text with a suburb name swapped in.
Say you're a broker in a regional town who also writes investor loans and SMSF. A single "Services" page won't rank for any of those searches. But a page built around investor loans and another built around SMSF, each answering the borrower's real questions, give Google two clear targets instead of one vague one.
| Expert tip Look at your last ten settled loans and note the loan type and borrower situation for each. If the same type comes up three or more times, you probably need a dedicated page for it. That's the gap your site is most likely missing, and the one Google would most reward you for filling. |
How should your pages be connected?
Google uses links to discover pages. According to Google's own guidance, every page you want found should be linked from at least one other page on your site, and descriptive link text helps Google understand what the linked page is about.
For a broker site, that means your home page links to each loan type page, each loan type page links to your contact page, and your About page sits in the main navigation. No page should be reachable only by scrolling through a blog or guessing the URL.
“When I look at broker sites, the pages that tend to be invisible in Google are the ones nobody links to from anywhere else on the site. The content might be solid, but Google can't find it if there's no path in.”
Adam Maynard · Founder, Copyburst · Chat to Adam →
The simplest fix is a clear navigation menu with your key loan types listed, and a footer that links back to each of those pages. Internal links with plain descriptive text("refinance home loan" rather than "click here") do the most work.
| Mortgage broker SEO Need help with a broker website that ranks? We help mortgage brokers get found first in Google, Google Maps and AI search.
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What makes a location page worth having?
Location pages are one of the most misunderstood parts of broker site structure. A page built for your area only helps you if it says something genuinely useful about borrowing there: the types of properties common in the area, the borrower situations you see most, the lenders you use for those clients.
Google's spam policies are specific about this. Pages that are near-identical copies with only the suburb name changed, or pages that exist purely to funnel visitors to one enquiry form, are treated as spam. That means a page for every suburb you've ever driven through isn't a strategy. It's a risk.
The Map Pack is where local search really plays out. A borrower at home searching "mortgage broker near me" sees the three businesses Google shows with the map before they see anything else. Getting into that result depends partly on your Google Business Profile and partly on how well your website supports it. Google's own guidance says a business's position in web results is also a factor in local ranking, so the two are connected.
| Expert tip Search for "mortgage broker" plus your suburb the way a first home buyer would. Check what you see: the Map Pack, then the organic results below it. If your site doesn't appear in either, that's the gap to close first, and your site structure is the most likely reason. Copyburst audits this as one of the first steps with every broker we work with. |
How do you know what each page should cover?
The simplest way to work out what a page needs is to read it the way a borrower would. Does it actually answer the question they typed? A refinance page that mostly talks about you and lists your accreditations doesn't answer "how do I refinance my home loan" or "what does a refinance broker do". One that explains the process, who it suits and what to expect does.
Here's how to check each key page on your site:
- Name the borrower: who is this page for? A refinancer rolling off a fixed rate, a first home buyer using the government's 5% deposit scheme, a self-employed borrower with two years of tax returns?
- Answer their question: what are they actually trying to find out? Explain the process, what you do for them and what makes your approach different.
- Make it easy to act: every page needs a clear next step. A phone number, a booking link or a contact form that a borrower on their phone can use in under a minute.
Google's guidance on helpful content is straightforward: content made to help people, not to rank, is what its systems aim to reward. A page that genuinely answers a borrower's question is doing the right thing for both.
Which page type matters most to your enquiry rate?
In terms of the enquiries a site actually produces, your About page does more work than most brokers give it credit for. A borrower considering refinancing searches for a broker, lands on your site, checks your loan type page and then goes straight to About to decide if they trust you. If they find a stock photo and two sentences, they move on.
The table below shows the pages that carry the most weight and what good looks like on each.
| Page | Why it matters | What good looks like |
|---|---|---|
| Loan type pages | Each targets a distinct search; one page per loan type stops them competing with each other | Named borrower, process explained, clear next step |
| About page | Converts a visitor who's already interested; Google uses who/how/why signals from it | Real photo, credentials, aggregator, genuine reviews |
| Home page | Sets the brand and links to every key page; often the first thing someone lands on | Clear headline, loan types linked, contact visible above the fold |
| Location page | Helps with local searches for your area; supports the Map Pack via your web presence | Specific to the area, not a copy of another page |
| Contact page | The last step before an enquiry; a poor one loses borrowers who were ready to act | Phone, form and booking link, usable on a phone in under a minute |
Google's guidance on helpful content suggests showing who made the content, how and why. Your About page is the most natural place to do that: a real name, a real photo, your credit licence number and why you became a broker are all part of the picture a borrower uses to decide.
“The first thing I tell brokers to do is read their About page as if they were a borrower who's never heard of them. If it doesn't make you want to call, it's not doing its job, and fixing it costs nothing but time.”
Adam Maynard · Founder, Copyburst · Chat to Adam →
What's the catch with building more pages?
Adding pages isn't always the answer. Two pages chasing the same search compete with each other, and Google will generally pick one to rank while ignoring the other. Before adding anything new, it's worth checking what you already have. If you've got a blog post and a service page both going after "refinance broker", merge them into one stronger page rather than running two weak ones.
The same goes for mobile. Google's documentation confirms it mainly uses the mobile version of a page for indexing and ranking. A page that looks fine on your desktop and is awkward to read or use on a phone is the version Google is actually judging you on. That's not a technical concern for your web developer to handle in isolation. It affects whether your pages rank at all.
- Duplicate content: two pages covering the same loan type with similar text won't rank; combine them into one page that does the job fully.
- Thin location pages: a page with one paragraph about a suburb and a contact form is treated as low-value; add specifics or skip it.
- Orphaned pages: a page nobody links to from the rest of your site is hard for Google to find, regardless of how good the content is.
| Expert tip Open your site on your phone and try to make an enquiry as if you were a first home buyer who just found you. If the form is hard to see, the phone number doesn't click to call, or you have to scroll past a wall of text to find the contact, that's the same experience your borrowers are having. Copyburst fixes exactly this when we build or rebuild broker websites as part of an SEO plan. |
| Mortgage broker SEO Need help with a broker website that ranks? We help mortgage brokers get found first in Google, Google Maps and AI search.
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What else do brokers ask about structuring their website for SEO?
Should I leave my aggregator website and build my own?
Your aggregator site builds authority for the aggregator's domain, not yours. A site you own lets you build pages, rankings and a brand that stay with you. If you're planning to grow a team or eventually sell your trail book, your own site is worth having.
Will I lose my rankings if I rebuild my website?
You can lose rankings if URLs change without permanent redirects from old addresses to new ones. Google's guidance on site moves says to put those redirects in place and keep them there. A rebuild done properly, with every old URL mapped to its new equivalent, protects what you've built.
Does my broker website need a blog?
Not necessarily. A blog helps when you're writing articles that answer questions borrowers actually search for. If you're writing it to fill space or tick a box, it adds clutter. Strong service pages that genuinely answer borrower questions often do more for your rankings than a blog that's rarely updated.
How does Copyburst approach a broker website build?
We build broker websites as part of an SEO plan, not as a separate project. That means the page structure, the loan type pages, the location pages and the internal links are all planned around what your clients search for before a single page goes live.
Can Copyburst improve an existing site, or does it need to be rebuilt?
Both. We often start by improving what's already there: adding missing pages, improving existing ones and fixing the internal link structure. A rebuild makes more sense when the site's foundations make it hard to rank, or when you're moving off an aggregator platform to your own domain.
Your next steps
Start with what you have. Read each of your key pages the way a borrower would and ask whether it actually answers their question and makes it easy to get in touch. Check that every page you want ranked is linked from somewhere else on your site, and that your About page gives a real picture of who you are. If you're missing a page for a loan type you write regularly, that's the first one to add. When you're ready to get the structure right from the ground up, talk to our team.
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Sources and further reading
This article provides general information about SEO, AI search and digital marketing for mortgage and finance brokers. It is not credit assistance, financial, legal or tax advice, and does not take into account your business circumstances. Search, ranking and lead outcomes vary and are not guaranteed. Figures are sourced from the organisations named and were current at the time of writing.