Most borrowers check out a broker online before they ever pick up the phone. They compare a few websites, try a calculator or two, and contact the broker who seems most helpful and trustworthy. Here's what your website needs to win that comparison.
1. A clear promise above the fold
In the first screen, a visitor should understand who you help, where, and what to do next. For example: "Home loans for first buyers and families across Brisbane's south. Book a free chat." Avoid generic lines like "Your finance partner".
2. Calculators that keep people on your site
Borrowers want rough numbers before they talk to anyone. If your site doesn't give them, they'll go to a bank's site, and may not come back.
The most useful calculators are:
- Repayments: with the loan amount, rate and term
- Borrowing power: a rough guide based on income and expenses
- Extra repayments: how much time and interest they could save
- Stamp duty: for first home buyers in your state
Every calculator should be clearly labelled as an estimate, and end with a natural next step, like "Want me to check this properly?"
3. A page for every loan type
First home loans, refinancing, investment loans, construction loans, self-employed lending, car and equipment finance, and commercial loans are all different searches. A dedicated page for each gives you a chance to rank for each one, and lets you speak directly to that borrower's situation.
4. Real people, real background
Broking is personal. Use real photos of you and your team, and explain your background: years in lending, previous roles, the kinds of clients you help. If you've worked at a bank, say so. It's often your strongest trust signal.
5. Licence wording and your credit guide
Your licence or credit representative details should be clear on the site, usually in the footer, and your credit guide should be easy to find. Calculators need disclaimers, and any article should be clearly general information. Requirements vary depending on whether you hold your own Australian Credit Licence or operate under an aggregator's, so check the exact wording with your aggregator or licensee.
6. Your lender panel, if you're allowed to show it
Many borrowers want to know you have access to a wide range of lenders. Some aggregator agreements limit how lender logos can be used, so you may need to list lenders as text instead. It works just as well for search.
7. Genuine reviews
Link or embed your Google reviews, or quote real clients with their permission. Never write testimonials yourself or reword them into something they didn't say.
8. A frictionless way to get in touch
Offer more than one option: call, book a time, or send a short enquiry. Keep the form short, with just name, phone, email and what they're looking for. Long forms asking for income and assets before a first conversation put people off.
9. Speed and mobile
Most first visits happen on a phone, often in the evening. Your site should load in a couple of seconds, with tap-to-call and readable calculators on a small screen.
10. Helpful content
Short, plain-English articles answer the questions borrowers actually search, like "How much deposit do I need?" or "Should I refinance?" They help you rank and position you as the expert. Keep them general and have them approved where needed.
Quick checklist
- Clear headline: who you help, where and what's next
- Repayment and borrowing calculators with disclaimers
- A page for every loan type
- Real photos and your lending background
- Licence wording and credit guide
- Lender panel, within your agreements
- Real reviews
- Short enquiry form, booking link and tap-to-call
- Fast on mobile
- Regular, general-information articles
See what we build for brokers on our mortgage broker websites page, or try the repayment calculator demo.
This article is general information only. Check your specific obligations with your aggregator, licensee or compliance adviser.