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Part II: How Banks Can Increase Mortgage Applications with Better Website Conversion Strategies

Customer Engagement, Websites & Accessibility

Part II: How Banks Can Increase Mortgage Applications with Better Website Conversion Strategies

Eric Cook by Eric Cook

Chief Digital Strategist

Contact author Full biography

Full biography

Eric considers himself a “recovering banker” of 15 years, who for the past eleven years has focused his efforts as a digital strategist, helping his clients (mostly community banks) better understand and leverage the power of the Internet as a strategic business tool. An award-winning web designer with WSI, the world’s largest digital agency network, Eric is a two-time contributing author to the best-selling book Digital Minds – 12 Things Every Business Needs to Know About Digital Marketing. Consistently rated in the top five digital marketing books on Amazon, the book is in its second edition and available in three languages.

A sought-after, nationally-recognized speaker in the financial services industry, Eric is a member of the National Speakers Association and loves sharing his knowledge to help educate and inspire others. He is the co-creator of a weekly webinar show called Free Webinar Wednesdays, founder of the Banker Education Series webinar series, and serves as a faculty member at several banking schools around the country where he teaches bankers about digital strategy, online marketing and social media. He is a WSI Certified LinkedIn Professional and holds undergraduate degrees in business administration and psychology. While working full-time as a community banker, Eric earned his MBA and completed the three-year Graduate School of Banking program in Madison, WI in 2003.

Professionally, Eric helps his clients in all areas of digital marketing, which includes mobile-responsive web development, search engine marketing and optimization, social media strategies, e-mail communication, and “big-picture” digital strategic planning. He’s the co-founder of DigitalRCP.com, a service created to help businesses understand their risk when it comes to operating in today’s digital world. When he’s not helping his clients succeed online, he can typically be found on one of his many bicycles training for his next mountain bike/triathlon race or spending time with his wife and two (very spoiled) golden retrievers.

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Summary:

The mortgage lending landscape is more competitive than ever, and almost all of today’s homebuyers start their journey online. If your bank’s website isn’t optimized to capture leads, nurture prospects, and drive mortgage applications, you’re missing a crucial opportunity to grow your lending portfolio.

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Why Mortgage Loan Conversions Matter

A high-performing bank website doesn’t just list mortgage and loan products—it actively guides potential borrowers through the application process with clear, strategic conversion points. In this article, we’ll break down key mortgage loan conversion goals and how your bank can implement them to attract and convert homebuyers.

Key Website Conversion Goals for Mortgage Lending

#1 Lead Generation Goals

  • Pre-Approval Applications: Make it easy for potential borrowers to start the mortgage process online by filling out a short pre-approval form.
  • Mortgage Rate Alerts: Offer email or SMS rate alerts to engage prospects who are waiting for the right time to apply.
  • Downloadable Resources: Provide homebuyer guides, mortgage checklists, and financial planning tools to capture leads and educate potential borrowers.
  • Webinar & Event Signups: Host first-time homebuyer workshops or virtual Q&A sessions to engage potential applicants and answer key questions.

#2 Engagement Goals

  • Mortgage Calculator Usage: Promote interactive tools that help users estimate monthly payments and affordability, keeping them engaged on your website.
  • Educational Content Interaction: Track blog views, video engagement, and FAQ page visits to gauge interest in mortgage-related topics.
  • Chatbot & Live Chat Interactions: Implement AI-powered chatbots to provide instant answers and pre-qualify leads.
  • Social Media Engagement: Leverage LinkedIn, Facebook, and Instagram to share mortgage tips, success stories, and lender insights that drive engagement.

#3 Application Completion & Conversion Goals

  • Loan Application Starts & Completions: Optimize your online mortgage application to ensure a seamless, mobile-friendly process that reduces abandonment rates.
  • Follow-Up Email Sequences: Automate follow-ups for incomplete applications to re-engage potential borrowers and guide them to completion.
  • Personalized Consultation Requests: Encourage users to schedule a one-on-one mortgage consultation with a lender for tailored advice.
  • Referral Program Participation: Incentivize realtors, financial planners, and past clients to refer potential mortgage applicants.

#4 Trust & Credibility Goals

  • Testimonials & Success Stories: Showcase customer testimonials and real-life success stories from happy homeowners.
  • Compliance & Security Messaging: Reassure borrowers with messaging about secure applications and compliance with lending regulations.
  • Community Involvement & Local Expertise: Highlight your bank’s role in supporting homeownership in the community.

#5 Data Collection & Segmentation Goals

  • Lead Nurturing Email Lists: Build segmented lists of potential homebuyers for ongoing email marketing campaigns.
  • Behavior-Based Triggers: Use website interactions (e.g., multiple visits to the mortgage page) to trigger targeted follow-ups and personalized content.
  • Survey & Poll Engagement: Use short surveys to better understand what homebuyers need and how your bank can assist them.

Optimizing Mortgage Loan Conversions: Key Considerations

To maximize these conversion goals, banks must take a strategic approach to their digital experience. Here are a few critical elements:
✅ Simplified Application Process: Reduce friction in the mortgage application journey with an intuitive, user-friendly experience. ✅ Mobile-Friendly Design: Ensure all conversion points—from pre-approvals to full applications—are optimized for mobile users. ✅ Clear Calls-to-Action (CTAs): Use direct, compelling CTAs like “Get Pre-Approved in Minutes” or “Apply for a Mortgage Today.” ✅ Personalized Outreach: Automate but personalize email follow-ups based on a prospect’s stage in the home-buying process.

Download the Free Mortgage Banking Conversion Goals Infographic

To make it even easier to implement these strategies, we’ve created a free infographic summarizing the most effective mortgage banking conversion goals. Use this guide to optimize your bank’s website for better mortgage lead generation and application conversions.

DOWNLOAD NOW

What’s Next? Stay Tuned for Deposit Growth Conversion Goals!

In our next article, we’ll explore how banks can use their websites to grow deposits—from checking accounts to high-yield savings and CDs.

If your bank is ready to improve mortgage loan conversions and generate more qualified applications, WSI Digital is here to help. We specialize in creating high-converting digital strategies for community banks. Let’s talk about how we can optimize your website for better mortgage conversions. Contact us today!

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