Many of our mortgage clients agree that they need to add more content to their website, especially after we explain the benefits of doing so. But the question that usually follows is – what?

What type of content should mortgage brokers add to their websites to generate more leads and enquiries? We answer this question, and discuss a new trend that search engines recognise and reward, below.  

What is website content – and what types are there?

Content is anything that gets added to your website. If you think about your website as a house, the content is the furniture you put in it. Most website content is written text but you can also have video content, infographics, downloadable documents and guides, animations and images. These could feature on different types of web pages, from your homepage and service pages to property pages and more.

Using a mixture of these content types can create a winning content strategy that attracts potential mortgage client leads and keeps them engaged long enough to take action, and by that, we mean make an enquiry to speak with your mortgage experts.  

Many people think of content as something that is fixed but this is a mistake. Website content must adapt along with your business. You may change the furniture altogether in some places, whereas in others, you might just add some soft furnishings, refresh and update.  

Why is content important?

High quality content is important because search engines review it to help them determine its relevancy and value for readers, especially when it comes to finance based content, such as content about mortgages. If the search engine believes your content offers accurate, relevant information to a reader, they will likely rank it higher than content from other websites which can increase traffic, lead generation and potentially lead to more conversions.  

Making your content high quality so it is more valuable is a complex task that includes multiple cogs in a turning machine. Yet, one of the most important aspects in creating content is using the same words and phrases that your target market is searching for, otherwise known as Search Engine Optimised (SEO) key phrases. You can pay for SEO marketers to uncover the most searched phrases by people looking for mortgage advice in your target market, including  those in your location.  

What content is valuable for mortgage brokers

The most valuable content mortgage brokers should create includes key phrases that are most searched by their target market. These can be researched from a service perspective, such as mortgage advice in [location]. They can also be used from a wider knowledge perspective, such as a first-time buyer asking how mortgages work.  

The same SEO marketing experts can research what questions and phrases are most often being searched by your target market and then recommend content types based on this information. For example, the marketer may uncover that mortgage advice clients often search for what a whole-of-market mortgage broker means. This could filter into a section on mortgage brokering service pages, or even a blog or guide answering this specific question.  

WEBPRO Mortgage offers tailored content creation services specifically for mortgage brokers. We know what your target market is looking for!  

Creating a hierarchical content structure

One content principle that search engines now value is hierarchical structures. For example, you may have a service page about general mortgage advice. This could link to a long-form guide explaining specific mortgage advice in more depth. The sections within the guide may then link off to shorter articles and blogs covering individual questions and niche topics in much more detail. Thus, the user can navigate to related content that offers more detail, if they so choose.

Recap: Content is everywhere, especially on your mortgage advice service website. Mortgage advisers should focus their content creation on their target market and what information users are looking for in their online searches. This can be researched and implemented by engaging the services of marketing experts and, more specifically, SEO key phrase researchers. This can then be used to create a hierarchical structure of content that mortgage advice clients want to know about.

WEBPRO Knows

Recent data suggests that 38% of website visitors will stop engaging with a website due to poor content.