The 10 winners.

The landing pages actually worth stealing from.

Winner #1: better.com

better.com/b/paid-google-refinance-nonbrand-push

Mortgage landing page example from better.com
  1. 1

    What works

    Headline is about the result

    The headline is ‘Same home. Lower mortgage.’ It tells a homeowner in four words what a refinance does for them.

  2. 2

    What works

    Credit worry answered under the button

    The button ‘Check your rate’ has a small line below it: the check has no credit impact. A shopper who fears a hard pull can click.

  3. 3

    What works

    Press names in one row

    Money, Forbes, Motley Fool Money and Business Insider each have a small badge. A visitor who has never heard of the lender sees names they trust.

  4. 4

    What gets in the way

    Two customer quotes, no savings figure

    Pedro writes ‘Better is so transparent!’ but gives no figure. A number saved would give a shopper something to check.

  5. 5

    What gets in the way

    Article links lead off the page

    Three ‘Read more’ links are just above the last button. A visitor who is nearly ready can click away to a blog post.

What to try

Credit worry under every button

Better answers it twice, once under each ‘Check your rate’ button. Answer the worry a shopper has at the click, so it doesn't grow.

See the original page

Winner #2: sofi.com

sofi.com/home-loans/home-equity-dr

Mortgage landing page example from sofi.com
  1. 1

    What works

    No origination fee in the headline

    ‘no origination fee option’ is in the opening sentence. A borrower who compares lenders sees a lower cost before they see a rate.

  2. 2

    What works

    Drop-down asks what the money is for

    ‘Pay off debt’ is the first choice. The visitor says why they want the loan before they click ‘View your rate’.

  3. 3

    What works

    Three short offers in one row

    The row says ‘No origination fee option’, ‘Keep your current mortgage rate’ and ‘Get $50,000-$750,000 cash’. A shopper can judge the offer in seconds.

  4. 4

    What works

    Three numbered steps

    The steps are share your needs, get a partner, finalize your loan. The visitor learns they will talk to a loan officer next.

  5. 5

    What gets in the way

    Human help ends at 3pm Pacific

    The hours are ‘Monday-Friday 6am-3pm PT’ and weekends are closed. A homeowner who shops on a Saturday can't talk to anyone.

What to try

Ask why they want the money

A choice such as ‘Pay off debt’ sends each visitor down a path that fits. It also makes the click feel like a first step instead of a form.

See the original page

Winner #3: apply.americanfinancing.net

apply.americanfinancing.net/afc-national

Mortgage landing page example from apply.americanfinancing.net
  1. 1

    What works

    Average saving is the first number

    The page says ‘Save an average of $800 per month.’ A homeowner thinking about a refinance sees what they might gain first.

  2. 2

    What works

    Three promises above the form

    ‘Only Takes 1 Min’ and ‘No Upfront Fees’ answer the time worry and the cost worry before the visitor types anything.

  3. 3

    What works

    First step asks two things

    The first form field is Refinance or Purchase, then a state. ‘Step 1 of 2’ and a green bar show the visitor how short the form is.

  4. 4

    What works

    Three review sites next to the claim

    The scores are Google 4.7 with 8,500+ reviews, BBB 4.8 and Zillow 4.9. A borrower sees the scores they would otherwise go and look up.

  5. 5

    What gets in the way

    $800 claim explained only in the footer

    Only a small link, ‘Savings Disclosures’, explains the figure. A cautious borrower has to leave the form to read it.

What to try

One real average and a two-field form

Pick a saving you can back up and put it by the form. A visitor who sees the gain and a short form has little reason to leave.

See the original page

Winner #4: consumersadvocate.org

consumersadvocate.org/mortgage-rates/lp/best-home-interest-rates

Mortgage landing page example from consumersadvocate.org
  1. 1

    What gets in the way

    Fee disclosure above the logo

    ‘We may earn a fee if you click on the links below’ is above the logo. It is honest, but it is the first thing a visitor reads.

  2. 2

    What works

    Headline matches what the visitor wants

    The headline is ‘Best Home Interest Rates 2026’. It sums up the page for a shopper who is comparing lenders.

  3. 3

    What works

    Four short bullets per lender

    The top card says ‘Get up to 100% financing with 0% down’. A buyer can compare lenders without opening a second page.

  4. 4

    What gets in the way

    Page about rates shows no rate

    Each card ends in a ‘VIEW RATES’ button, but no rate is on the page. The visitor must click away to see one.

  5. 5

    What works

    Proof numbers on every lender

    Trustpilot rating, review count and originations are under every card. The top lender shows 4.9 out of 5 and 10,884 reviews.

What to try

Proof numbers beside each choice

Put a rating, a review count and a size figure under every option. Shoppers can then rank offers on your page instead of on another tab.

See the original page

Winner #5: chase.com

chase.com/personal/mortgage/rate-discount

Mortgage landing page example from chase.com
  1. 1

    What gets in the way

    Biggest block on the page is an award

    ‘#1 Ranked Mortgage Servicer’ fills the right half of the first screen. The award is about service, and a buyer shopping for a new loan wants savings.

  2. 2

    What works

    Three promises under the headline

    One of them is ‘Guaranteed on-time closing or get $5,000’. It puts money behind the promise instead of just words.

  3. 3

    What works

    Two buttons for two kinds of visitor

    ‘Apply now’ is solid green for a buyer who is ready. ‘See current rates’ is an outline for one who is still looking.

  4. 4

    What gets in the way

    Menu row right under the hero

    Seven links, from ‘Mortgage rates’ to ‘Manage accounts’, are just below the buttons. Each one is a way off the page.

  5. 5

    What works

    ZIP code is the only ask for rates

    Under ‘See current purchase rates and loan options’ there is one box and a ‘Get rates’ button. Two tabs split buyers from refinancers.

What to try

Back your best promise with money

Chase puts $5,000 behind on-time closing. Say what you will pay or refund if you miss your own promise.

See the original page

Winner #6: longbridge-financial.com

longbridge-financial.com/landing/calculator-b

Mortgage landing page example from longbridge-financial.com
  1. 1

    What works

    Phone number is the biggest item in the corner

    ‘Call Now to Get Your Free Quote’ is above a large number. A homeowner who prefers to talk can call at once.

  2. 2

    What works

    Four questions give a number

    The form fields are home value, age, mortgage balance and age of a younger spouse. ‘Page 1 of 2’ shows that a short second step follows.

  3. 3

    What works

    $500 offer for veterans

    One line thanks active duty and veterans and offers a discount. A reverse mortgage buyer with service behind them has a reason to choose this lender.

  4. 4

    What gets in the way

    Legal small print under the form

    Consent and discount terms are in small print right below the green button. A visitor who scrolls reaches the legal text before any proof.

  5. 5

    What works

    Customer answers the first question

    Larry says the short answer to how you can use a reverse mortgage is ‘any way you want’. A nervous senior hears it from someone like them.

What to try

Calculator in the first screen

Longbridge asks four questions and promises a number. Give your visitor something to work out, and the form becomes a tool.

See the original page

Winner #7: info.ncb.coop

info.ncb.coop/shareloan_dc_2024

Mortgage landing page example from info.ncb.coop
  1. 1

    What works

    Government backing line in the top corner

    The line is ‘Backed by the full faith and credit of the U.S. Government’. It tells a nervous borrower the bank is safe.

  2. 2

    What works

    First buttons use a person's name

    ‘Call Ryan’ and ‘Email Ryan’ are orange buttons under the headline. A buyer contacts a person instead of a department.

  3. 3

    What works

    Named loan officer with a photo

    The section has a photo of Ryan, a line about 15 years at the bank and his own words. A co-op buyer knows who will pick up the phone.

  4. 4

    What gets in the way

    Reviews show only a first name and initial

    Janice P., Tom A. and Danielle B. praise the speed. There is no loan type or city, so a reader can't tell if they were in the same spot.

  5. 5

    What works

    Three round numbers about the bank

    The numbers are 40 years of lending, 95% of customers satisfied or extremely satisfied and 5,500 current co-op customers. They are easy to remember.

What to try

Named person in the first screen

NCB has two buttons that say ‘Call Ryan’ and ‘Email Ryan’. A name and a face give a nervous buyer someone to call.

See the original page

Winner #8: 10bestmortgage.com

10bestmortgage.com/he/he-bad-credit-bm

Mortgage landing page example from 10bestmortgage.com
  1. 1

    What gets in the way

    Top line says lenders pay the site

    A small line at the very top says the listings come from companies that pay the site. It is honest, and it comes before the headline.

  2. 2

    What works

    Headline says who the page is for

    The headline is ‘Best Bad Credit Home Equity Loans 2026’. It has the loan type and the credit problem, so a low score borrower can see the page is for them.

  3. 3

    What works

    Three drop-downs filter the list

    Loan type, credit score and loan amount are above the first lender. A visitor with a fair score gets a list that fits.

  4. 4

    What gets in the way

    Lender score made up by the site

    ‘Our score’ is next to a Trustpilot count. A reader can't tell how the 9.8 was worked out.

  5. 5

    What works

    Tag shows which lender fits a score

    One card has the tag ‘Best for 580-680 FICO’. A borrower with weaker credit doesn't have to guess.

What to try

Ask for the credit band first

Three drop-downs above the list turn a long page into a short, fitted one. Add them to any page that compares offers.

See the original page

Winner #9: findmortgages.com

findmortgages.com/fico

Mortgage landing page example from findmortgages.com

The search: first time home buyer programs maryland bad credit

Sponsored findmortgages.com

FHA Bad Credit Programs

  1. 1

    What works

    Headline matches the ad and the search

    The search was about first time buyer programs with bad credit. The headline is ‘Best FHA Loans Low FICO Scores’.

  2. 2

    What works

    Two drop-downs for amount and score

    Loan Amount and Credit Score are above the page text. A buyer with weak credit can narrow the list at once.

  3. 3

    What works

    Running count of users who found a lender

    The sidebar says that over 10,764 users found a lender here. A real count is more believable than praise.

  4. 4

    What gets in the way

    Guide between the form and the lenders

    Under the form there is a loan explainer and an eight-link contents list. A buyer who wants a lender has to read past both.

  5. 5

    What works

    Real credit floor stated

    ‘Minimum credit score of 500’ comes with a 3-10% down payment. A buyer with bad credit learns at once whether they qualify.

What to try

Lowest credit score in plain words

A buyer with bad credit wants one answer first. Put the real minimum high on the page, with the down payment that goes with it.

See the original page

Winner #10: wellsfargo.com

wellsfargo.com/mortgage/prequalification

Mortgage landing page example from wellsfargo.com
  1. 1

    What gets in the way

    Full bank menu on a paid page

    ‘Investing & Wealth Management’ and ‘Commercial Banking’ are above the headline. A buyer sees ways to leave before they see the offer.

  2. 2

    What works

    Three short lines for three worries

    The lines are ‘In minutes.’ ‘Six questions.’ ‘Zero credit impact.’ They cover speed, effort and risk before the visitor reads a paragraph.

  3. 3

    What works

    Two red buttons split buyers and refinancers

    ‘New home purchase’ and ‘Refinance mortgage’ are in the middle of the page. Each visitor picks a path in one click.

  4. 4

    What works

    Credit question has its own FAQ

    ‘Does mortgage prequalification affect my credit score?’ is first in the list. A worried visitor gets an answer on the page.

  5. 5

    What works

    Three ways to reach a person

    The page has a phone number, ‘Get a call back’ and ‘Search locations’ together. A visitor who wants a human can choose how.

What to try

Promise written as three short lines

Give time, effort and risk one line each. Count your own steps, then say how long they take and what they cost.

See the original page

What the 10 winners do.

  1. Say the credit check is safe

    4 of 10

  2. Show proof from outside the company

    5 of 10

  3. Start with one or two questions

    4 of 10

  4. Offer a person to talk to

    6 of 10

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: unison.com

unison.com/esa

Mortgage landing page example from unison.com

The search: mortgage in fl

Sponsored unison.com

Mortgage Loan Home Loan

  1. 1

    What it gets wrong

    Search was mortgage, page offers equity cash

    The search was ‘mortgage in fl’, but the page says ‘No interest. No kidding.’ The product is not a loan, so a mortgage shopper may feel misled.

  2. 2

    What makes it work

    Only field is a home address

    ‘See your cash estimate’ is beside the box, with ‘Free quote in 2 minutes’ and ‘Zero impact on your credit score’ below.

  3. 3

    What makes it work

    Three columns explain an odd product

    The columns are ‘Access your equity’, ‘Live your life’ and ‘Share the appreciation’. A homeowner who has never heard of the idea can understand the deal quickly.

  4. 4

    What makes it work

    One big number shows others did it

    ‘Over 17,000 people have unlocked their home equity’ is a figure a doubtful visitor can hold on to.

  5. 5

    What it gets wrong

    Address box before any estimate

    ‘Discover if you prequalify’ is next to a home address box, and no sample amount is shown first. A visitor must hand over the address to learn more.

What to try

Three short columns for an odd offer

If your product is new to buyers, show it as Now, For 30 years and When you sell. Three steps replace a page of terms.

See the original page

Wildcard #2: mottomortgage.com

mottomortgage.com/consumer

Mortgage landing page example from mottomortgage.com

The search: mortgage broker in fl

Sponsored mottomortgage.com

Motto Mortgage Brokers

  1. 1

    What makes it work

    Headline is about a broker

    The search wanted a broker. The page opens ‘Find a Mortgage Professional’, then ‘A Simpler, Smarter Way To Shop Mortgage’.

  2. 2

    What makes it work

    One clear button for the next step

    ‘Find a Mortgage Pro’ is the main button in the first screen. A visitor who wants a broker near them knows where to click.

  3. 3

    What makes it work

    Three plain titles for the broker's help

    ‘Loan Jargon’, ‘Rate Shopping’ and ‘Mortgage Guru’ each have an icon and one sentence. A first time buyer sees what the help is.

  4. 4

    What makes it work

    Page explains what a broker is

    ‘What is a mortgage broker?’ is the first question. A buyer who has never used a broker gets the basics first.

  5. 5

    What it gets wrong

    Review cards cut off mid-sentence

    One card ends at ‘She managed’ and the next at ‘first time home’. A reader can't finish either review.

What to try

Three plain titles for the help

Name what the buyer gets, in their own words, such as Loan Jargon Translation. Put each title in the first scroll.

See the original page

Wildcard #3: figure.com

figure.com/comparison/figure-vs-ledn

Mortgage landing page example from figure.com

The search: ledn io

Sponsored figure.com

Decentralized BTC Loans - Unlock crypto - Figure loans

  1. 1

    What makes it work

    Headline uses the rival the person typed

    The search was ‘ledn io’. The page opens ‘Figure vs. Ledn’, so the visitor sees at once that it matches what they looked for.

  2. 2

    What makes it work

    Four ticks list the offer

    ‘Borrow up to 75% LTV’ and ‘Borrow on BTC, ETH, or SOL’ are two of them. A reader sees the terms in seconds.

  3. 3

    What makes it work

    Two proof numbers under the button

    The numbers are a 4.7 Trustpilot rating and $11B+ in funded loans. Both are easy to scan before the table.

  4. 4

    What makes it work

    Table compares the rival with the offer

    Interest rate, origination fee, custody and term are in rows. A visitor who typed the rival name can compare in one glance.

  5. 5

    What it gets wrong

    Only next step is an app download

    Both buttons say ‘Download the app’. A visitor who wants to check a rate on the web has no form to use.

What to try

Side-by-side table for a rival search

Use the rival the visitor typed and show rate, fee and terms in rows. Keep it to one rival so it reads as a fair test.

See the original page

The copy bank.

Headlines

Offers

The credit worry

Buttons

3 pages that waste the click.

  1. bank of america mortgage

    Bank name search goes to a menu of tiles

    Tiles for equity, the basics, the mortgage process, refinancing and managing a loan send the visitor in many directions. There is no form on the first screen.

    • Many equal tilesEvery tile has the same weight, so the visitor must choose a path.
    • Corner button‘Apply Now’ is the only way to start, and it is in the top corner.
    • Rates behind a clickRates are offered through a ‘Get rates and more’ link instead of shown.

  2. A search for the company’s own name

    Review search goes to one customer video

    The top of the page is a homeowner spotlight and a video story. A visitor who wanted ratings and facts has to watch first.

    • No factsThe first screen has no rate, no product detail and no form.
    • Weak next stepThe link ‘Find my rate’ in the menu is the only way to act.
    • Video firstStories fill the top of the page where proof of ratings should be.

  3. A search for the company’s own name

    Paid clicks land on a directory of home loans

    Two buttons, ‘VIEW LOAN OPTIONS’ and ‘Find a Mortgage Loan Officer’, are above a row of seven links. A first time buyer must pick a loan type before anything else.

    • Scroll buttonThe main button links to a list of loans and not to an application.
    • Seven-link menuA row of links under the headline has seven exits.
    • Loan tile mazeTiles for fixed-rate, biweekly and adjustable-rate loans make a buyer pick a program first.

What we learned.

  1. Say the credit check is safe

    Better, SoFi and Chase put a line about credit score next to the button. A borrower who fears a hard pull can click without worry.

  2. One loan, one page

    Longbridge sells only a reverse mortgage and builds the whole page around one calculator. NCB speaks only to co-op buyers and puts a named officer up front.

  3. Proof from scores buyers know

    American Financing shows Google, BBB and Zillow scores side by side. Consumers Advocate lists a Trustpilot rating and review count for each lender.

The bottom line

The winners ask for one small thing, say the credit check is safe and offer a person to talk to. Use each page as a template for one loan type. It won't fit every borrower.

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