The Growth Series

Content that converts: top tips for busy brokers

Standing out online is crucial for mortgage brokers. But let's face it, you wear many hats – and crafting a strategic content plan takes time. Here's the good news: you can still create powerful content that drives conversions, even with limited resources.

Here are our top tips to get you started:

Know your audience

It all starts with understanding who you're trying to reach. Are you targeting first-time buyers, remortgagers, or buy-to-let investors? Tailor your content to their specific needs and pain points.

Quick Win:

Craft a simple buyer persona – a profile of your ideal client. This helps you speak directly to their concerns and showcase your expertise in solving them.

Focus on value, not sales

People don't want to be bombarded with sales pitches. Instead, offer valuable content that educates and informs. Think about creating blog posts on navigating the mortgage process, guides on choosing the right product, or explainer videos on complex financial terms.

Quick Win:

Brainstorm content ideas based on common client questions you receive. For example, ‘what paperwork do I need to apply for a mortgage?’ This ensures your content directly addresses their needs.

Leverage social proof

People trust recommendations. Showcase testimonials from satisfied clients or highlight industry accreditations and awards. This builds trust and credibility with potential customers.

Quick Win:

Encourage happy clients to leave reviews on Google, Facebook, or Trustpilot. Share positive feedback on your website and social media channels.

Keep it simple and shareable

Attention spans are short online. Use clear, concise language and break down complex topics into bite-sized chunks.

Quick Win:

Aim for scannable content with bullet points, short paragraphs, and visuals. Make your content easily shareable on social media platforms.

Calls to action (CTAs) are key

Tell your audience what you want them to do next! Whether it's contacting you for a free consultation, downloading a guide, or subscribing to your newsletter, make your CTAs clear and prominent.

Quick Win:

Use strong verbs like "Get a quote" or "Start your application now" in your CTAs. Make them visually stand out with contrasting colours or buttons.

Bonus tip: repurpose your content

Stretch your content further - turn blog posts into social media snippets, create infographics from data-driven pieces, or condense guides into short video explainers. The rising number of AI tools make it easier than ever to repurpose content for social media and generate new ideas.


Even small tweaks to your content strategy can make a big difference. By focusing on value, clarity, and conversions, you can turn casual website visitors into engaged leads, and ultimately, happy clients.

Download the Broker’s Guide to AI for more insight into the tools available to help you create content that converts.

Learn more: What content should I post on my website?

Learn more: How to write an effective blog title

Learn more: Boosting content on LinkedIn

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