Financial services
SEO for mortgage brokers: winning the local and niche searches that bring in cases
SEO for a mortgage broker works best on two fronts: the local search ("mortgage broker Crawley"), won with a complete Google Business Profile and steady reviews, and the niche situation ("mortgage for self-employed", "contractor mortgage", "buy-to-let remortgage"), won with a page per borrower type. Every page must be fair, clear and not misleading, and approved by your compliance team or network.
Brokers who specialise and say so on the page win far more from search than generalists.
What do borrowers search for?
Two kinds of thing. The local search is short and comparative: "mortgage broker near me", "mortgage adviser Horsham", "independent mortgage broker Brighton". Those are decided in the map results and on reviews.
The situation search is longer and more valuable: "mortgage with one year accounts", "contractor mortgage day rate", "remortgage to buy out ex partner", "buy-to-let mortgage limited company", "mortgage after maternity leave". These borrowers have usually been turned down or confused by a high street lender. They want someone who has done their kind of case before, and they read carefully before they ring.
Which pages should a mortgage broker's website have?
One page for each borrower situation you want more of, plus the pages careful clients look for before they trust a broker:
| Page | What it should cover |
|---|---|
| First-time buyers | The process step by step, deposits, schemes, how long it takes |
| Self-employed and contractors | What lenders look at, years of accounts, day-rate cases |
| Remortgages and product transfers | When to start, what you compare, early repayment charges |
| Buy-to-let | Personal and limited company cases, rental cover in plain words |
| Fees | Whether you charge a fee, how much, when it is paid, how you are paid by lenders |
| About and regulation | Named advisers, qualifications, FCA reference number, network if any |
Each situation page should explain the issue honestly, describe the kind of case you can help with, and end with a short enquiry form. Do not promise approval or quote rates that will go stale. Describe a case type, never a guaranteed outcome.
What does compliance mean for a broker's website?
Every page is a communication, so it must be "fair, clear and not misleading" under the FCA's rule in COBS 4.2, and mortgage promotions carry their own required wording, including the repossession risk warning your network or compliance team will insist on. The FCA's Consumer Duty adds an expectation that customers can understand what they are buying, including your fees.
If you are an appointed representative, your network will usually approve website copy before it goes live. Plan for that. A website built without compliance in the loop is rewritten after launch, and the rewrite is often worse for search than doing it right first time.
Why do the FCA Register details matter for SEO?
Because borrowers check, and so do search engines in their own way. The FCA tells consumers to check a firm on its Register and to make sure the contact details they have been given match the Register, because clone firms copy real ones (FCA, how to check a firm).
Put your firm reference number on every page with a link to the Register. Make sure the name, address, phone number and website on the Register, your Google Business Profile and the site all match exactly. Consistent details are one of the few local ranking signals anyone can control completely.
How do reviews work for a mortgage broker?
They are often the deciding factor between two brokers in the same town. Google says more reviews and positive ratings "can help your business's local ranking" (Google Business Profile Help). Ask on completion day, when the client has the keys, and ask them to mention their situation in general terms, such as "self-employed" or "first home".
Check with your network how you may use testimonials on the website itself, and keep any figures out of them.
What does a website and SEO cost for a mortgage broker?
With us, a multi-page website with a page per borrower situation starts from £1,495, and a redesign of a small existing site from £495. Monthly local SEO starts from £695 a month. Every price is on the price list, and copy is built around your compliance sign-off.
Our page on websites for FCA-regulated firms explains how we work, and FCA rules for a firm's website covers what compliance usually changes. If you already have a site, a free SEO audit (normally £495, free for a limited time) shows what is holding it back.
Questions brokers ask about SEO
How do mortgage brokers get more leads online?
Complete the Google Business Profile and collect reviews on completion day, build a page for each borrower situation you specialise in, such as self-employed or buy-to-let, publish your fee basis, and make your FCA reference number easy to check.
Is SEO worth it for a mortgage broker?
Usually, especially for brokers with a specialism. Niche searches such as contractor or self-employed mortgages come from borrowers who need a broker, and one won case can cover months of search work.
Do mortgage broker websites need compliance approval?
Yes. Every page must be fair, clear and not misleading, mortgage promotions carry required risk wording, and appointed representatives usually need their network to approve copy before it goes live.
How much does a mortgage broker website cost?
With Werehouse Media, a multi-page website starts from £1,495 and a redesign of a small existing site from £495. Prices are published on the price list.