How Mortgage Brokers Get More Clients from Google and ChatGPT | How-to Guide

How mortgage brokers win borrowers from search: situation pages for first-time buyers, self-employed and remortgage, licence numbers and required disclosures, review sites, and fast contact paths.

Borrowers come to a broker when the bank said no, when their situation is awkward, or when they simply want someone else to do the comparing. Their searches show it: "mortgage broker for self-employed", "can I get a mortgage with a CCJ", "first-time buyer mortgage broker near me". Each of those deserves a straight answer on your site.

1. One page per borrower situation

  • First-time buyers: deposit sizes, schemes available in your country, the order of steps from agreement in principle to completion or closing.
  • Self-employed and contractors: which years of accounts or tax returns lenders usually ask for.
  • Remortgage or refinance, buy-to-let or investment property, adverse credit, later-life lending.

These pages win because a bank's site cannot speak to the borrower who does not fit its own criteria.

2. Put your licence and disclosures where they belong

US loan originators must give their NMLS ID in their first written communication with a borrower, and many states also require NMLS and licence numbers in advertising, so check your state regulator. Quoting a rate or payment can trigger Truth in Lending disclosures such as the APR. In the UK, brokers are FCA authorised and every promotion must be fair, clear and not misleading, with any risk warnings the FCA's mortgage rules require. Put these in the footer and next to any figures, not on a separate legal page nobody reads.

3. Explain how you are paid

Lender commission, a broker fee, or both. Say when any fee is due. Borrowers who were burned by a surprise fee before search for exactly this.

4. Speed matters more than design

A buyer who has just had an offer accepted wants a call back today. Put a phone number, a short enquiry form and your hours at the top of every page, and say how fast you usually reply.

5. Reviews and directories

Google reviews carry the most weight locally. Zillow and LendingTree lender profiles help in the US; in the UK, many brokers lean on Trustpilot and Feefo. Reply to every review, and never discuss a client's finances in the reply.

6. Schema

Use FinancialService structured data with your address, hours and phone, and list each adviser as a Person with their licence details in the text.

Mistakes brokers make online

  • Rate tables left on the site after rates have moved.
  • Calculators with no explanation of the assumptions behind them.
  • Pages that say "whole of market" without saying what that means for the borrower.

Show the documents checklist

Borrowers stall when they do not know what to gather. Publish a checklist by situation: payslips and bank statements for employed applicants, two or three years of accounts or tax calculations for the self-employed, proof of deposit source, and photo ID. Explain why lenders ask for each item. A checklist like this is bookmarked, shared with partners and printed, and it brings people back to your site when they are ready to apply.

What AI assistants need

Ask ChatGPT for "a broker who handles mortgages for nurses on agency contracts" and it looks for a page that says so. Write the borrower types you take on, the lenders' typical requirements and your areas in plain sentences.

Brokers on We.Inc can let SEO God Mode pick one awkward borrower question each week from the situations listed on their site and draft an answer built on their own process, ready to publish or skip from the email.

Frequently asked questions

Does a mortgage broker website need to show an NMLS number?

In the US, federal rules require originators to give their NMLS ID in their first written communication with a consumer, and many states require it in advertising too. Check your state regulator.

What pages should a mortgage broker website have?

A page for each borrower situation you handle, such as first-time buyers, self-employed, remortgage and buy-to-let, plus a clear fees page and fast contact options.

Should brokers publish mortgage rates?

Only if you can keep them current and add the required disclosures. Stale or undisclosed rates create compliance risk and erode trust.

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