Mortgage Lender Marketing: How to Write The Perfect Mortgage Blog Post



Every mortgage lender wants to find the most effective ways to drive more traffic to their website. The more traffic a lender gets to their website, the more opportunities they have to capture leads. The most effective method to boost web traffic is to create quality content. Why? Because, the more content you have on your website, the more pages Google will index for you, the higher your domain authority, and the more keywords that you will rank for, and therefore, the more organic searches you will appear on when people are searching for their mortgage needs.

However, it's not enough to create content. You have to create the right content to attract the right audience. To ensure that you are drawing your targeted clientele and producing quality content, we've created a small guide any mortgage lender can follow!

 1.  Create an Engaging Title That's Keyword Optimized


Your blog title is arguably one of the most essential elements of your blog. Your title should be compelling and captivating as it is competing with a vast amount of content on the internet. Therefore, your title needs to be written in a way that makes the reader feel as if they want to click on it to learn more.

Once you have created an engaging title, you have to optimize it to ensure that it performs as well as possible. In other words, you need to do your keyword research. Keyword research is essential because it allows you to create a title that will perform well on a search engine's results pages. The more optimized your title, the easier it will be for people to find your article in search engines like Google. To research keywords, we use tools like Ahrefs Keywords Explorer or SEMrush Keyword Analytics. These tools allow you to determine which words people are searching for; it's essential to use keywords that are popular but not too popular that it will be hard to rank. Once you have identified your keywords, rework your title, and naturally plug them in.

It would help if you also focused on title length and the number of words used to optimize your title. Generally, the rule of thumb is to limit your title to 60-70 characters and limit the number of terms used to 10 or 12. Headlines composed of 60-70 characters and 10-12 words are shared the most often on social platforms.

2. Always Have a Meta-Description 



A meta-description is a summary of the content of a web page, which is displayed under the search engine result when your blog article pops up on Google search. Therefore, it's essential to think twice about what you write for this portion of your blog post as well. Generally, you'll want the length of your meta- description to be under 155 characters.

3. Choose a Compelling Featured Image


A featured image is at the top of your blog post and in the thumbnail on your blog page. This image should be interesting as you want it to intrigue the reader and draw them in to read the article. Don't forget to add an alt tag for your featured image as it will allow your piece to also show up in image searches!

4. Write a Captivating Introduction


Like the headline, the introduction to your article has to grab the attention of your reader. You can draw attention by telling your reader what the blog post is about and what value the reader will get from reading the entire article.

5. Use Sub-Headers


Sub-headers are essential for two reasons. They serve as on-page SEO elements that help search crawlers break up your article into sections to determine what topics your article discusses. They also visually help your reader understand the different aspects of your story. When you create sub-headers, be sure to make them in your control panel or use the header options provided by your blog platform.

6. Always Add Graphics


Google and other search engines prioritize articles that include graphics. It's also a good idea to add graphics to hold the reader's attention longer, especially those who are visual learners.

7. Don't Forget a Conclusion


A conclusion is an excellent opportunity to give a short recap of what was discussed in the article to remind readers of the value they gained from taking the time to read your article.

8. Include a Call-to-Action


Now is your chance to finish strong, you've managed to get the user to read your article from start-to-finish, and now it's time to guide your potential lead on a journey to become a customer. This is where your call-to-action comes in! Your CTA could be an invitation for the user to download related content such as an ebook, a video, or a white-paper. In exchange for this content, you will be asking the reader for their contact information. 

Now that you have the tools and knowledge to build a great blog post, it's time to get writing! Keep in mind that you are not creating content solely to fill your web page; you are creating the content to attract potential customers.

NestReady bridges the gaps between consumers, banks, and real estate professionals, enabling financial institutions to offer a personalized and seamless home search process.

With NestReady, lenders can enhance their marketing, increase engagement and client loyalty, and achieve higher and faster conversions — all through their own digital environment.

If this sounds interesting - we invite you to reach out to our team here. You can also follow us on Twitter or LinkedIn for product updates, industry news and more.

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