Your website is often the first impression a potential client gets of your business. But driving traffic to your site is only half the battle, the real challenge is converting visitors into actual enquiries. Here are five proven strategies that mortgage advisers can use to make that happen.

1. Clear Calls to Action

Visitors need to know exactly what you want them to do next. Whether it’s “Book a Free Consultation” or “Request a Callback”, make your calls to action clear, visible, and repeated throughout your site. Avoid vague phrases like “Learn More” — instead, focus on action-driven wording that encourages contact.

2. Simple Enquiry Forms

Lengthy forms can be a deal-breaker. Keep your enquiry form short — just name, contact details, and a brief outline of needs is usually enough. You can gather more information later. A streamlined process reduces friction and boosts completion rates.

3. Showcase Reviews and Testimonials

Social proof is powerful. Highlighting positive reviews on your site reassures visitors that others have had a good experience with you.

If you’re listed on Mortgage Adviser Directory, you can direct clients to leave reviews there to capture more leads.  You can choose a “Read Our Reviews on Mortgage Adviser Directory” badge to display on your website and link it to your listing.

4. Add Useful, Relevant Content

Blogs, guides, and FAQs not only help with SEO but also show visitors you understand their challenges. A well-placed article such as “How Much Can I Borrow?” or “Remortgaging Explained” keeps visitors engaged and positions you as a trusted expert.

5. Make Contact Easy Everywhere

Don’t rely on one contact method. Offer multiple options: phone, email, live chat (if possible), and a clear “Find Us” section. Some clients prefer a quick message form, others want a direct number. Covering all bases ensures you don’t lose leads unnecessarily.

Final Word

Turning website visitors into mortgage enquiries doesn’t require a complete overhaul, just a focus on clarity, simplicity, and trust. Combine clear calls to action with social proof and accessible contact methods, and you’ll see your website work harder for your business.

And remember, your own website is only part of your online presence. Being listed on Mortgage Adviser Directory gives you an additional, highly targeted channel where potential clients are actively searching for advisers like you.