Lead capture forms for mortgage advisers are an extremely useful tool. They are a section of a website that encourage users to complete certain information about themselves in exchange for information on that business or something else – perhaps a free initial consultation.  

They are essential for mortgage website lead generation, as their name suggests.

A particularly effective way of collecting client information to provide tailored advice and build trust, you can also improve conversion rates and grow your client base.

In this blog, we’ll cover tips for using these forms constructively, best practices and real-world applications.

Why mortgage advisers need effective lead capture forms

There are lots of reasons for having effective lead capture forms on your mortgage website. They include:

• Generating qualified leads – prospects who are interested in mortgages or refinancing. 
• Collecting vital client information like income, credit score and property preferences. 
• Streamlining the client onboarding process.
• No less than 84% of marketers leverage on-site form submissions to convert leads.

Key elements of an effective lead capture form

The main components of an effective lead capture form include:

• A clear and concise headline: For example: ‘Find Your Perfect Mortgage – Get a Free Consultation!’ 
• Minimalist design: Avoid overwhelming users with too many fields. Start with the basics, such as name, email and property interest. 
• A strong call to action (CTA): For example: ‘Submit Your Details for Personalised Mortgage Advice.’ 
• Trust signals: Adding testimonials, a secure icon or a ‘Your information is safe with us’ message will reassure clients and prospects, confirming that their information will be in safe hands. 
• Mobile-friendly design: It’s important to test that your forms work seamlessly on smartphones and tablets as well as desktops.

Your forms are your ultimate website asset. Get it right by contacting the WEBPRO Mortgage team today.

Tips for using lead capture forms effectively

The following tips will help you use lead capture forms effectively:

Tip 1 – Place forms strategically 
You’ll want your forms to be seen, so include them on high-traffic pages like mortgage calculator pages, blog posts or service pages.

Tip 2 – Offer value in exchange 
Use lead magnets like free mortgage rate comparisons, guides or free initial consultations to encourage form submissions.

Tip 3 – Optimise for conversion 
To check for optimum performance, use A/B testing for different form elements, such as button colours, field lengths or CTAs.

A/B testing is a performance evaluation method that compares two different versions to see which works best. It’s used a lot in website design and development. Of course, whichever version performs better is the one to use.  

Tip 4 – Follow up promptly
Use automated emails or calls to connect with prospective clients immediately after they’ve submitted a form. What they’ve been browsing will be fresh in their mind, this way.

Common mistakes to avoid

There are a few things you will need to be careful of, particularly as a mortgage adviser. Your client relationships need to be built on trust. So, everything you do needs to reassure clients and potential clients.

Steer clear of asking for too much information upfront. It can come across as intrusive and takes time to complete.

Avoid using generic CTAs like ‘Submit’. Instead, consider what you would like your visitors to do as you write your CTAs.

Don’t dismiss mobile responsiveness. You could miss out on a huge segment of your target market if you do.

Don’t forget to test and refine your forms over time.

Not ensuring your forms are secure can be detrimental. If you are asking people to submit personal information, they’ll need to feel confident that this will be safe and secure.

Recap: When it comes to lead capture forms, once you know, you know. They can be huge assets in your quest to market your mortgage advice services effectively.

Experiment with your forms, trying different lead magnets, content, colours and so on. And track the results so you can find the approach that works for you and your business. 

If you feel you could use some lead capture form expertise, our WEBPRO Mortgage design team have that in abundance.  

WEBPRO knows

A telling 84% of marketers use form submissions to generate leads.