Perfecting your website
So how do you get your website just right? It all boils down to seven important components.
First and foremost, and this may sound silly, but you must plaster your
phone number on your site for all to see. Typically, the best place for this is
in the header area at the top of your site, on the right-hand side. Make sure
your phone numbers shows up on every single page of your site.
Second, make sure your site has an obvious method for people to take the
action you want them to take. Where and how visitors can complete your call
to action (CTA) should be the main focus of your website page. If you want
a visitor to complete a pre-qualification form, for example, your site better
include information that convinces visitors to do that. If you want them to
request a free report, give visitors a compelling reason to make that request.
Next, and this is a big one, is authenticity. Authenticity in this case refers to
how “real” your site feels. Does it have pictures of your office, staff, company
meetings, etc.? Prospective clients like to see that you are real, and most sites
lack this authenticity. Many websites use stock photos, which does not convey authenticity, especially when they are found on multiple sites.
Fourth, you need to leverage any authority you or your business have in
the industry. Your website should prominently display any awards you have
won or organizations you belong to. So, if you were a top volume producer,
or you belong to NAMB — the Association of Mortgage Professionals or the
Better Business Bureau, plaster those logos and symbols on your site.
Testimonials also fall under leveraging authority, but are an important component in their own right. When visitors come to your site, they are trying to
decide if this is the place or a person they want to do business with. Why not
make it easier for prospects to make that decision by showing them some happy clients you have already helped? Video testimonials outperform written
testimonials, so if you can get past clients on video, that can be very powerful.
Sixth, your site should provide multiple options for prospects to contact
you. The more options the better. Phone, e-mail, direct message on Twitter
or Facebook, and live chat are all great methods to have available on your site.
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Often, people will visit your site at a place or time when they cannot talk on the
phone. Many people simply prefer other methods of contacting businesses.
Make sure your website gives you the best opportunity to connect with every
visitor. The more contact methods you provide, the higher your chances.
Finally, your site must be optimized for mobile devices. In the mortgage
industry, about 50 percent of searches for a mortgage originator are performed on mobile devices, such as a mobile phones or tablets. So, if a thousand people in your area are searching for an originator and your site is not
optimized, you’re missing out on 500 new prospects each month.
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Now you know why your previous online marketing efforts may not have
produced the results you hoped they would. More importantly, you know
how to fix the problem. If your website is missing any of the seven important
components listed here you should get to work on implementing them as
quickly as possible. Some of these you might be able to fix yourself, but
others might require you to hire an expert.
When searching for the right person to help you fix your website — or even
build a new one — make sure you work with someone who doesn’t just build
websites, but also understands the mortgage industry. A lot of designers know
how to build websites, but very few understand the real reason for them. n
Daryl Spector is a former loan originator and founder of Close
More Loans USA, a digital marketing agency whose mission is
to empower loan originators around the country to close more
loans, make more money and have more time for the important
things in life. If you want to see how your website stacks up to
the competition, go to 10x-your-loan-pipeline.com.
Reach Spector at hello@CloseMoreLoansUSA.com.