SEO for Mortgage Brokers
Enquiries from borrowers who searched for you, not leads you paid a fiver for
SEO for mortgage brokers is about being the firm that comes up when someone types 'mortgage broker near me' after a lender said no, or 'self-employed mortgage one year accounts' at the kitchen table. We do SEO & AI for brokers: a page for each type of borrower you want, a local presence that beats the lead generators, and the trust signals that lenders' own sites cannot offer.
From £499 per month on a fixed-price SEO & AI package.
- Which borrower searches Google can actually see your firm for
- What we would fix first, and why
- No hard sell. A straight read on where the enquiries are going instead.
Send your website and we'll point out one visibility issue, one enquiry issue and one practical improvement to start with.
What SEO for mortgage brokers gets you
Borrowers rarely search for ‘a mortgage broker’. They search for their situation. ‘Mortgage with one year of accounts’, ‘contractor mortgage’, ‘buy to let limited company mortgage’, ‘mortgage after a default’, ‘how much can I borrow on £45k’, ‘remortgage before fixed rate ends’. Then, once they have decided they need help, they search ‘mortgage broker’ with a town, or ‘fee free mortgage broker’, and pick the firm that looks real and answers the phone.
That makes SEO & AI for a brokerage different from generic SEO. You will not outrank the comparison sites or the lenders for ‘mortgage rates’, and you do not need to. The searches worth winning are the specific ones, where a page written by someone who has actually placed that kind of case beats a generic guide, and the local ones, where a proper Google Business Profile beats a national lead generator every time. Most broker websites have a homepage that says ‘whole of market’ and a calculator, and nothing for either.
The point is not visits. It is enquiries from borrowers in the situations you are good at, who already know whether you charge a fee and are ready to send their documents, without paying a lead generator for the same enquiry three other brokers are chasing.
Where mortgage broker websites leak enquiries
One page for every borrower. A first-time buyer, a self-employed director with retained profits, a contractor on a day rate, a landlord moving to a limited company and someone with a default from 2023 are five different searches from five different people. A ‘services’ page with a paragraph on each cannot rank for any of them, and the borrower cannot tell from a paragraph whether you have actually placed a case like theirs. Each borrower type you want more of needs its own page: who it is for, what lenders look at, what you will need from them and what happens next.
The fee question is not answered. ‘Do mortgage brokers charge a fee’, ‘fee free mortgage broker’ and ‘how much does a mortgage broker cost’ are the searches people make before they ring anyone. Most broker sites say nothing, or bury it in the terms. Whether you charge, how much, when it is payable and what you do to earn it, in plain words on its own page and on every borrower page, is what turns a comparison into an enquiry. Fee-free firms that do not say so are throwing away their best argument.
The calculator is the whole strategy. ‘How much can I borrow’ and ‘mortgage repayment calculator’ are enormous searches and the comparison sites own them. A widget on your homepage will not rank for them, and it turns the visitor into a number, not an enquiry. The calculator is fine as a tool, but the page around it needs to explain what the number means, why a broker’s answer is different from a lender’s, and what to do next.
Nothing for ‘mortgage broker’ plus your town. Most brokers win locally and their websites read as if they are national. ‘Mortgage broker Reading’, ‘mortgage adviser High Wycombe’ and ‘mortgage broker near me’ are the searches that turn into face-to-face clients, and they are answered by the Google Business Profile first: category set to Mortgage broker, not Financial consultant, the real office address, hours, photos of the actual people and reviews that get replies. Then a page for the town itself. We built our own area pages the same way, so we know what makes one rank and one get ignored.
Trust is a logo in the footer. Borrowers hand you payslips, bank statements and a credit history. Before they do, they check who you are: the FCA register entry, whether you are directly authorised or an appointed representative of a network, what ‘whole of market’ actually means at your firm, who the advisers are and what they have placed. Most sites put the FCA number in grey at the bottom and say nothing else. Put it in words, on one page, with the register link and the adviser profiles, and keep the details consistent with the register and the Business Profile.
Most brokerages win locally, so our local SEO service supports the website and Google Business Profile as one search journey.
AI search and GEO for mortgage brokers
Borrowers now ask AI tools the questions they were embarrassed to ask a broker: ‘can I get a mortgage with one year of self-employed accounts’, ‘will a default from three years ago stop me’, ‘is it worth using a mortgage broker or should I go direct’, ‘how much deposit do I need for a buy to let’. The answers draw on pages that explain criteria plainly and honestly, and they name firms whose details match the FCA register, whose fee position is stated and whose Business Profile is full and recently reviewed.
For a brokerage to be legible to those tools, the basics have to be spelt out rather than assumed. Financial service structured data with the services, the office and the FCA reference. The same firm name, address and phone number on the site, the FCA register, the Business Profile and every directory. A page per borrower situation that explains what lenders actually look at. The fee in plain text. Adviser profiles that say who they are and what they do. Every page written to sit within the financial promotion rules, with the required risk warnings, so it clears compliance and stays up.
We treat this as part of the same job, not a separate invoice. AI SEO for mortgage brokers is what good broker SEO & AI looks like now, and nobody can promise your firm will appear in an AI answer. What we can do is make sure the answer engine does not have to guess who you help, whether you charge, where you are and whether you are who you say you are.
Rather diagnose it yourself first?
Our guide to how to get more mortgage leads without buying them walks through the same checks we run, in the order we run them. Read it, fix what you can, and come back for the rest.
Read the guideThree services, done properly
Most brokerages start with SEO & AI, and the ones already paying a lead generator usually move that budget across once the first specialist pages start bringing their own enquiries.
SEO & AI
Borrower pages, the fee page, the trust page, Business Profile and local presence, and the structured data that makes it all legible.
PPC
Paid search for the borrower types you want sooner, written and landed to clear compliance, without paying for people looking for a rate table.
Social Media
The advisers, the completions and the plain explanations, for the borrowers who want to know who they will be dealing with before they send a payslip.
No mystery. Here’s the order.
We look at the borrower types you want more of against the ones you rank for, the Business Profile, Search Console, the fee and trust pages and how an enquiry currently reaches an adviser.
Business Profile and the fee page first, then the borrower pages, then the town pages. Biggest gap first.
We fix the profile, write the borrower and fee pages that are missing, put the trust signals in words, sort the structured data, and hand every page to your compliance process before it goes live.
We watch enquiries by borrower type and town, not just visits, and keep going where the right borrowers are still not finding you.
Fixed SEO packages, no mystery retainers and no padding. Networks, multi-office firms or brokers with a protection or commercial arm may need a custom plan, and you will know why before you commit.
See the packagesWhat you actually get
We work inside your compliance process
Every page we write for a broker goes to your compliance sign-off, or your network’s, before it goes live, and it is written with the financial promotion rules and the standard risk warnings in from the start so it does not bounce back twice. We do not publish anything on your behalf that you have not approved.
A free look first
The Website Leak Review shows you where search is leaking before you spend anything with us.
No long-term lock-in
We recommend giving SEO time to work, but you can cancel with 30 days’ notice.
Straight talking
If something is not likely to move the commercial outcome, we will tell you. A bigger traffic number on its own is not the goal.
SEO for mortgage brokers FAQs
Can a small brokerage compete with the comparison sites and lenders on Google?
Not for ‘mortgage rates’, and you do not need to. Those sites cannot write a page about placing a contractor with a day rate and six months on the current contract, and they cannot show up in the map for ‘mortgage broker’ and your town. The specific searches and the local searches are where a brokerage wins, and they are the ones that turn into cases.
Should we say on the website whether we charge a fee?
Yes, plainly and early. Borrowers search the fee question before they ring anyone, and a firm that answers it gets the enquiry from someone who has already accepted the answer. If you are fee-free, it is your best argument and it belongs on every borrower page. If you charge, explain what the fee covers and when it is payable.
Will the FCA rules restrict what you can put on our site?
They shape it, and we write with them in mind: no promises about approval, no misleading rate claims, the standard risk warnings where they belong, and every page through your compliance or network sign-off before publication. Honest, specific content about criteria and process clears compliance far more easily than the sales copy most broker sites carry.
What does the Website Leak Review look at for a mortgage broker?
Which borrower situations and towns you appear for now and which you do not, the state of the Business Profile against the brokers and lead generators that outrank you, whether the fee and trust questions are answered anywhere, and where the enquiry journey loses people. Plain-English findings, whether or not we work together.
Not a mortgage broker?
Mortgage brokers are part of our property and real estate SEO work. See that page for the wider sector, or every industry we support through our small business SEO services hub.
Property SEO Every industry we coverReady for enquiries you did not have to buy?
Tell us which borrowers and which towns you want more of and we will take a proper look at the site and the profile. Clear next steps and honest feedback, whether or not we end up working together.
Free review · No lock-in · No sales waffle
Get my free website reviewLike this guide?
Tell Google you want more like it. One click, no sign-up, and FlyPost guides start showing up more often in your search results.
Add FlyPost as a preferred sourceTakes you to Google, then straight back here.