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How to Format Articles for Your Mortgage Website
Jackson Middleton • March 27, 2023
Understanding how to format articles for your mortgage website is pretty straightforward when you consider the following:
- The psychology of content consumption
- Best practices in formatting website content
- Benefits of consistent formatting
Here is some information that will show you how to write content for your website that connects with clients and encourages them to start the process of working with you. If you'd like to outsource the writing of your website content, we'd love to work with you. Consider subscribing to any of our content packages.
The psychology of content consumption
To better understand how to format content for your mortgage website, it's best to start with the psychology of why and how people consume content. This can be complex and multifaceted. However, some key factors that influence content consumption include:
- Motivation: People consume content based on their current needs and goals. For example, suppose someone has been thinking about investing in real estate and come across an article on social media explaining the process of investing in rental properties. In that case, they'd be motivated to read/skim that article.
- Relevance: People are more likely to consume content relevant to their interests, needs, and values. If a person is interested in a specific topic or has a particular problem they are trying to solve, they are more likely to engage with content that addresses those interests or issues.
- Ease of access: People are more likely to consume content that is easily accessible. This can include content that is free and easy to find, such as through a regular email newsletter or social media platforms.
- Trust: People are more likely to consume content from a trusted source. This can include content from experts in a particular field, someone they follow on social media, friends, and family members.
- Engagement: People are more likely to consume content that is engaging and invites them to connect with you directly. You should always finish your article with an invitation to connect with you to learn more.
- Format: The format of the content can also affect consumption. People tend to consume content in a format that is most comfortable for them, whether it be text, audio, or video.
It is important to consider these factors when creating content, as they can influence how successful the content is at connecting with an audience.
Best practices in formatting website content
So as a mortgage professional, how do you format content or an article in a way that shares your knowledge as a professional and invites potential clients to take the next step in working with you? You should format an informative article for a website in the following way:
- Title: The title of your article should be self-explanatory as to the subject matter you'll be addressing.
- Introduction: Begin with a brief overview of the topic. Summarize what you're going to say throughout the article. Don't expect that people will read everything, so if your goal is to provide value, give it to them immediately.
- Education: Provide detailed information on the subject matter. Format the article with headings and lists to allow people to scan and go in depth where it interests them.
- Personalization: Use real-life examples and case studies to illustrate the information provided and make it more relatable to the reader. Of course, keep client information confidential.
- Conclusion: Summarize the article's key points and reiterate the benefits of working with a mortgage professional. Indicate that they can connect with you to learn more about the article's subject matter.
- Call to Action: Encourage the reader to take the next step by connecting with you to start the process of working together. Include a clear and prominent call to action.
Benefits of consistent formatting
Formatting your articles in a consistent manner will have several benefits for both the readers and your business:
- Improved readability: A consistent format makes it easier for readers to scan and read your content, leading to improved engagement and retention of the information.
- Branding: Consistency in formatting can help to establish a strong brand identity. Using the same font, colours, headings, and layouts will create a recognizable and memorable look and feel that can help build trust and credibility with readers.
- Professionalism: Consistency in formatting can convey a sense of professionalism and attention to detail, making readers more likely to trust and engage with the content.
- Navigation: Consistently formatted articles can make it easier for readers to navigate the content and find the information they are looking for.
- Increased retention: Consistency in formatting can help readers remember the content and the brand, increasing the chances that they will return to the website or take action after reading the content.
- Efficiency: Consistently formatting articles will save time for you as you can use templates and workflows to create new content faster.
Overall, formatting articles in a consistent manner will help to create a more professional and trustworthy image for the business, as well as make it easier for readers to engage with and retain the information presented in the articles.
Syndicated Content Subscription
If your time is more valuable writing mortgages than writing content for your website, consider subscribing to any of our content packages. We have a growing library of articles that can be published on your website and scheduled on your blog. We also have landing pages formatted to target niche client demographics.
We do all the work, so you don’t have to. Let us handle everything for you! Learn more here.
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Using a recorded greeting, you can craft a compelling video message introducing yourself and demonstrating your commitment to providing top-notch service. As site visitors feel welcomed and intrigued, they'll be more likely to explore your website further and consider your mortgage services. Deploy.Chat's video message widget is particularly beneficial for establishing a personal connection with referred visitors. When someone is referred to your website by a friend or family member, they come with a heightened level of trust and expectation. Recognizing and acknowledging the referral in your video message demonstrates that you value the personal connection and are committed to living up to the recommendation. This targeted approach helps create a strong first impression and fosters a sense of loyalty and trust that can lead to a long-lasting professional relationship. 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Discuss market trends, provide mortgage tips, and answer frequently asked questions to position yourself as a go-to resource. By consistently sharing valuable content, you'll establish your expertise and keep clients engaged and coming back for more. Additionally, if you're already creating video content on platforms like Instagram Reels, Facebook Stories, or TikTok, the Deploy.Chat video widget enables you to seamlessly integrate this content into your website. By repurposing your existing social media content, you can keep clients up-to-date with the latest mortgage news and trends without additional effort. This not only enhances your website's appeal but also ensures that visitors have access to your most current insights and expertise. By leveraging your social media presence and the Deploy.Chat video widget, you can efficiently establish your authority in the mortgage industry and foster trust among potential clients. Social Proof Trust is a vital component of any mortgage professional-client relationship, with Deploy.Chat, you can easily incorporate video testimonials from satisfied clients to build credibility and showcase the stories of how you've helped clients achieve their goal of home ownership. Hearing directly from peers can significantly impact potential clients' decision-making, as they'll feel reassured by the positive experiences of others. If you're seeking a convenient method to collect video testimonials from existing clients and business partners, look no further than Deploy.Reviews. Use this platform to collect the reviews, then create mini-compilation videos highlighting positive experiences. Then, display these testimonials using a Deploy.Chat widget on your website, showcasing your success and building trust with potential clients. Streamlining Lead Capture Capturing and managing leads can be time-consuming, but Deploy. Chat's video message widget streamlines the process. Engage visitors with targeted video messages encouraging them to connect with you directly to start the mortgage process. Deploy. Chat's customizable channels can be seamlessly integrated into your video content, making it easy for visitors to follow links, start an application, book a call, or even chat via an integrated text widget using our Deploy Command Base. So in summary In the competitive Canadian mortgage market, having a dynamic, engaging website is crucial for attracting and retaining clients. Deploy.Chat's video message widget offers an innovative way to capture your audience's attention, target the right clients by speaking their language, establish expertise, share social proof, and streamline lead capture. By integrating Deploy.Chat into your mortgage website; you'll enhance the user experience by making a personal connection that leads them to take action, thus creating more converted leads and increasing your client base. Check out our website deploy.chat to learn more.
At Deploy we're constantly seeking new ways to enhance your online client relationships through emerging technology and to equip you with the resources and knowledge required to become highly referable online. With this in mind, we're proud to launch Deploy.Chat.
Overall, testimonials can play a critical role in convincing potential customers to choose your business over your competitors, which can help drive growth for your mortgage business. In this article we look at the six strategies to generate online testimonials or reviews.
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