Mortgage shopping is high-stakes, comparison-heavy, and compliance-bound. This audit covers the rate-display, calculator, and trust items that capture borrowers.
Every audit item below traces back to one of these jobs. If the site doesn't make them frictionless, conversion suffers.
These don't show up in a generic Lighthouse audit, but they decide whether a mortgage broker site actually converts.
Required by federal law and the single biggest trust signal.
Universally expected by borrowers; high lead-generation tool.
Each product is a different search and a different borrower.
Long applications kill conversion at the top of funnel — capture and qualify later.
Borrowers want a real person behind the loan; named LOs outperform anonymous brokerages.
Every audit also covers the four standard Lighthouse categories — the same ones Google uses to rank pages in mobile search.
Core Web Vitals (LCP, FCP, CLS, TBT). Slow sites lose mobile users in the first 3 seconds.
Meta tags, headings, indexable content, mobile-friendliness. The basics Google needs to rank you locally.
HTTPS, image optimization, no console errors, security headers. The hygiene Google penalizes if missing.
Color contrast, ARIA labels, tap targets. Required for many ADA-sensitive customers and rewarded in ranking.
Pulled from real audits across the niche. Sorted by impact on conversion and ranking.
| Issue | Severity |
|---|---|
| No payment calculator Loses borrower research traffic to Bankrate, Zillow, and competitors that have one | Critical |
| Long initial application (15+ fields) Top-of-funnel conversion drops below 1%; capture-and-qualify wins | Critical |
| No NMLS number visible Compliance risk and trust shock for borrowers who check | Major |
| No product-specific pages (FHA, VA, etc.) Misses high-intent searches like 'VA loan broker [city]' entirely | Major |
| Slow mobile load Most mortgage research is mobile; slow sites lose the lead | Major |
| Stock-photo only, no loan officer photos Personal trust never forms — borrowers go with named LOs | Major |
The free audit at the top of this page is the demo. The real product audits every mortgage broker on Google Maps for a whole city — sorted worst-website-first, with verified contacts, a drafted outreach email, and a white-label PDF report ready for every prospect.