What Should a Mortgage Broker Website Actually Do?
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 probably the first place a borrower checks before they decide whether to call you. Not the first place they find you, necessarily, but the first place they go to decide whether you're worth their time. That's a short window to make an impression, and most broker websites don't use it well.
The gap between a website that sits there and one that actively brings in enquiries is smaller than most brokers think. It's not about a redesign. It's about having the right pages, the right information and a site Google can actually find and rank.
At Copyburst, we work with brokers across Australia on mortgage broker SEO, Google Business Profiles and AI search, and the website question comes up in almost every first conversation. In this article, we'll cover what a broker website needs to do, what the common gaps are and what to fix first.
Key takeaways
- A page for each loan type gives borrowers a reason to land on your site.
- Your website feeds the Map Pack, so it matters more than most brokers realise.
- A slow or hard-to-read site on mobile costs you enquiries before they begin.
What should a mortgage broker website actually do?
A mortgage broker website should do two things: help borrowers find you in Google, and give them enough confidence to make contact once they land on your page. The first job is about having the right pages for the searches borrowers actually make. The second is about what they see when they get there. Most broker sites are built for neither. They're built to look professional, which is not the same thing.
What pages does a broker website need?
The pages that bring in enquiries are the ones that match a search a borrower is already making. That means a page for each loan type you write, and ideally a page for the areas you serve.
- Refinance: borrowers comparing options and already close to a decision, often searching late at night on their phone.
- First home buyer: high search volume, lots of questions about grants and deposits, and borrowers who need reassurance as much as information.
- Investment lending: experienced borrowers who want to know you understand their strategy and the lenders who'll suit it.
- Self-employed: a borrower who's been knocked back or overlooked before and is searching specifically for a broker who knows how this works.
- Commercial or SMSF: niche but high-value. If you write it, a page for it is worth having.
- About page: not optional. Borrowers check who they're dealing with before they call, and Google looks for evidence of real people and credentials.
Each page should be built around one search. Two pages chasing the same search compete with each other, so if you've written both a "refinance" page and a "home loan review" page covering the same ground, they need to be merged.
| Expert tip Go through every page on your site and ask: "What is someone searching for when they land here?" If you can't answer that in one sentence, or if two pages have the same answer, that's the first thing to fix. Copyburst starts every website engagement by mapping your pages to real borrower searches. |
What do borrowers check when they land on your site?
Picture a borrower sitting at their kitchen table at 9pm, wondering whether to roll off their fixed rate or refinance. They've searched "refinance broker near me", clicked through to your site and they're reading it on their phone. What they're deciding in the next thirty seconds is whether you seem like someone who knows what they're doing.
They're not reading every word. They're checking:
- Who you are: a photo, your name, a line about your background. Anonymous sites don't convert.
- Whether you do what they need: a clear page for refinancing, not a generic "home loans" page with everything lumped together.
- What other clients say: Google reviews pulled in, a testimonial, something that shows other borrowers trusted you and got a result.
- How to contact you: a phone number and a short form, visible without scrolling. Not buried in a footer.
Google's own guidance ties trust directly to these signals. It flags experience, expertise, authoritativeness and trust as what its systems look for, with trust carrying the most weight on topics that affect people's money. A mortgage is one of those topics.
“Broker sites that convert well tend to have one thing in common: they make it easy for a borrower to see who they're dealing with, what that broker does, and how to reach them. It's not complicated, but most sites bury at least one of those three.”
Adam Maynard · Founder, Copyburst · Chat to Adam →
The local angle matters here too. A borrower searching "mortgage broker near me" is looking at a Map Pack result with three businesses shown alongside a map. When they click through to your site from that result, everything above applies with even more urgency. Google's guidance confirms that your position in web results is also a factor in how you rank in those local results, so a stronger website feeds the Map Pack directly.
| 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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Does your website actually show up in Google?
Having a good site isn't the same as having a findable one. Google uses links to discover pages, which means every page you want ranked needs to be linked from somewhere else on your site. A refinance page buried three clicks from your homepage is harder for Google to find and harder for a borrower to land on.
The table below covers the main signals that affect whether your site ranks, and what you actually control.
| What matters | Why it affects rankings | What good looks like |
|---|---|---|
| A page per search intent | Google matches pages to searches; one page, one intent | Separate pages for refinance, first home buyer, self-employed, investment |
| Content that helps, not just fills space | Google's systems aim to reward content made to help people, not to rank | Each page answers the question a borrower arrives with |
| Clear internal links | Google uses links to discover pages and as a relevance signal | Every key page linked from the homepage or a main menu item |
| Real people and credentials | Google flags trust as the most important quality signal on money topics | Named broker, photo, credentials, genuine reviews on site |
| Speed on mobile | Google mainly uses the mobile version of a page for indexing and ranking | Page loads fast on a phone, text is readable without zooming |
Say you're a broker with a solid home loan page but nothing specific for self-employed borrowers. A borrower who types "mortgage broker for self-employed" finds that page doesn't quite answer their question, so they go elsewhere. The fix is a dedicated page built around that search: what the process looks like for self-employed borrowers, what you need from them, and a clear contact path at the bottom.
| Expert tip Open your site on your phone and try to make an enquiry the way a borrower would. How long does the page take to load? Can you read the text without zooming? Is the phone number visible without scrolling? What you find in sixty seconds is exactly what borrowers find every day. Copyburst fixes these issues as part of every broker website build. |
Should you leave your aggregator website behind?
Many brokers run their digital presence through a website provided by their aggregator or licensee. It's convenient, but it comes with a real trade-off. You don't own the domain, you usually can't build the pages you need, and when you move on, the site and whatever Google authority it's built up goes with it.
A broker who's been in the industry for a few years with their own domain and a set of well-built pages is in a much stronger position than one starting from scratch on a new aggregator template. Google's own guidance on site moves confirms that switching domains means rankings will fluctuate while Google processes the change, so the longer you wait, the more you give up when you eventually do move.
“The brokers who are hardest to help are the ones who've built years of Google presence on a domain they don't own. The right call is to get your own domain and your own site as early as you can, even if the aggregator site stays up alongside it for a while.”
Adam Maynard · Founder, Copyburst · Chat to Adam →
What's the catch with location pages?
Location pages are one of the most misused tools in broker SEO. The idea is right: borrowers search by suburb, and a page that matches that search can rank for it. The problem is that most location pages for brokers are near-identical, just the suburb name swapped in. Google's spam policies specifically flag this as "doorway abuse", where multiple pages built to rank for specific locations funnel users to the same thing without offering genuinely useful, specific content.
A location page is worth building when you can say something real and specific about lending in that area. What's the property market like? What types of buyers are you seeing? What do construction costs or land prices mean for borrowing capacity? If the answer is the same for every suburb, you don't have a location page. You have a thin template that won't rank and could harm the pages around it.
| Expert tip Before adding a location page for a suburb, write down three things that are genuinely different about lending there compared to the suburb next door. If you can't, don't build the page yet. One strong location page for your main area is worth more than a dozen weak ones across your service region. |
| 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 their websites?
Should I leave my aggregator website?
If you're building a long-term business, yes. An aggregator site sits on a domain you don't own, which means you don't keep what you build. Getting your own domain and site early gives you something that compounds over time and follows you wherever your business goes.
Will I lose my Google rankings if I move website?
Rankings usually fluctuate during a site move. Google's guidance on site moves with URL changes says to use permanent redirects from old URLs to new ones and keep them in place. Done correctly, your rankings settle. Done carelessly, they can drop and stay down.
Does site speed actually matter for a broker's website?
Yes, though Google is clear that a good page experience alone doesn't guarantee top rankings. Relevance and helpful content come first. That said, Google mainly uses the mobile version of your site for ranking, so a slow or hard-to-use mobile site is a real disadvantage.
How does Copyburst build a broker website?
We build broker websites as part of an SEO plan, not as a separate design project. That means we start with the pages that match real borrower searches, build around your loan types and service area, and make sure Google can find and rank every page from day one.
Can Copyburst rebuild my website as part of an SEO plan?
Yes. We rebuild broker sites when the existing site is holding back rankings or conversions, and we handle the full move, including redirects, so you don't lose what you've already built. The new site is designed to rank and convert, not just to look the part.
Your next steps
Start by opening your site on your phone and checking whether a borrower can quickly see who you are, what loans you handle and how to reach you. Then look at whether you have a dedicated page for each type of loan you write. Those two checks will show you the biggest gaps. When you're ready to build a website that brings in enquiries rather than just sitting there, 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.