Why Most Financial Service Websites Don’t Convert (And How to Fix Yours)
For mortgage brokers, financial advisors, accountants and financial service providers more generally, your website isn’t just an online presence – it’s your digital storefront. But if visitors land on your site and leave without taking action, it’s failing at its primary job: converting traffic into leads.
Most financial service websites struggle with this. They attract visitors but don’t turn them into clients. Here’s why—and exactly how to fix it.
Your Homepage Isn’t Built for Conversions
A common mistake? A generic welcome message that doesn’t immediately hook the visitor. Your homepage should clearly communicate your value and tell potential clients what to do next.
🔹 The Fix:
✅ Strong Headline: Focus on the client’s biggest pain point. Example:
“Buying Your First Home? Get Pre-Approved in 24 Hours—No Hidden Fees.”
✅ Compelling Subheading: Reinforce the benefit and why they should choose you.
✅ Clear Call to Action (CTA): Make it obvious what step to take next—
📞 “Book a Free Consultation”
📊 “Get a Quick Quote”
🔗 If you’re running ads but your site isn’t built for conversions, check out our Google Ads Services to see how we optimise for results.
You’re Sending Traffic to the Wrong Pages
If you’re running Google Ads or focusing on SEO but sending all traffic to your homepage, you’re wasting leads. Each service needs a dedicated landing page optimised for conversions.
🔹 The Fix:
✅ Separate pages for each service (e.g., Home Loans, Refinancing, Commercial Loans).
✅ Keyword-Optimised Titles: Instead of “Our Services,” use “Home Loan Mortgage Broker in Sydney”.
✅ Lead Capture Forms: Every page should make it easy to take action quickly.
🔗 Learn more about how our SEO strategies help mortgage brokers attract high-quality leads from Google.
No Clear Call to Action (CTA) = No Conversions
Many financial service websites fail simply because they don’t tell visitors what to do next. If your CTA is weak, unclear, or missing altogether, potential clients won’t take the next step.
🔹 The Fix:
✅ Every page should have a clear CTA—not just “Contact Us.”
✅ Make it visually stand out (contrasting colors, bold text).
✅ Keep forms simple: Name, email, phone, and one key question (e.g., “How can we help?”).
Your Website Isn’t Mobile-Friendly
More than 60% of financial service searches happen on mobile, yet many broker websites still aren’t optimised for mobile users. A slow, clunky site kills conversions.
🔹 The Fix:
✅ Test your site on mobile—does it load in under 3 seconds?
✅ Use large, easy-to-tap buttons for navigation and CTAs.
✅ Break up text into short, scannable sections.
No Social Proof = No Trust
Financial services require a high level of trust. If your website doesn’t showcase reviews, case studies, or industry affiliations, potential clients will hesitate to reach out.
🔹 The Fix:
✅ Display Google Reviews prominently on key pages.
✅ Use real testimonials with client names & photos (if possible).
✅ Highlight industry affiliations (MFAA, FBAA, CPA Australia).
You’re Ignoring SEO - So Google is Ignoring You
If your website isn’t appearing on Page 1 of Google, you’re invisible to potential clients. Many brokers rely only on referrals, but SEO can generate leads on autopilot—if done right.
🔹 The Fix:
✅ Optimise for Local SEO (Google My Business, location-based keywords).
✅ Use strategic content (blog posts answering common client questions).
✅ Ensure your site is technically optimised (meta descriptions, H1 tags, internal linking).
A high-converting website isn’t about fancy design – it’s about clarity, trust, and making it easy for clients to take action.
If you’re investing in SEO or Google Ads, but your website isn’t built for conversions, you’re leaving money on the table.