10 things a mortgage website needs, and which plan carries each
8 of the 10 are on every plan. The AI Engine arrives with Branch and the Content Engine with Enterprise. None of them quotes a rate, approves a loan or states eligibility; that stays with you.
On every plan: 8 of 10 features.
Pages that open instantly
Hand-built static pages served from the edge, 90+ PageSpeed on mobile guaranteed.
Why speed is the first feature on a mortgage website
A borrower who taps your link from a listing agent, a text or a search result decides in the first second whether the page is worth waiting for. We hand-build every page as static HTML, ship almost no JavaScript, and serve it from Cloudflare's edge, so the page is there before the borrower has finished reading the headline. The estimator, the program pages and the application link all load without a spinner. Speed is not a setting we tune later; it is how the site is built, and the 90+ PageSpeed floor is written into your terms.
What we do to keep it fast after launch
Most mortgage sites are fast on launch day and slow six months later, once a chat widget, a rate ticker, three tracking pixels and a video header have been added. We control every script on your site. Anything you ask us to add is loaded only where it is needed and only after the page has painted. Fonts are subset and preloaded, images are converted and sized for the device, and we measure every page against the floor after each weekly update, so the guarantee holds for the life of the plan.
- Solo Originator
- Branch
- Enterprise
Loan program pages
One page for each program you originate, written to answer the questions borrowers actually ask.
What a program page does that a services list cannot
A single "Loan programs" page with nine bullet points ranks for nothing and reassures nobody. A page for conventional, FHA, VA, USDA, jumbo, renovation or whatever you originate gives search engines a document to rank and gives the borrower a place to read at their own pace. Each page explains who the program is typically for, what documents the borrower usually gathers, and what happens after they apply, in plain language, with a clear path to your application and your estimator. It never states rates, terms or eligibility; those are yours to discuss.
How the pages stay compliant
Every program page carries the disclosure block your compliance team approves, your NMLS identifiers, and the equal housing notice, in the same position on every page. When guidance changes, you send one revision and the block updates everywhere at once. The copy is written to describe the program, not to advertise a rate, so it does not trigger the additional disclosures that advertising terms require. If your compliance team wants a sentence changed, that is an ordinary revision, completed within the standard turnaround.
How they fit with the estimator and the application
Each program page ends the same way: an estimator configured for that program's typical structure, and the application link that routes into your LOS or CRM. A borrower reading about renovation loans runs an estimate on a renovation-shaped example, then applies with the program already tagged on the inquiry. Your follow-up begins with the program in hand rather than a blank "interested in a mortgage" note.
- Solo Originator
- Branch
- Enterprise
Originator and branch pages
A profile for every loan officer and a page for every branch, each with NMLS details in the right place.
What an originator profile carries
A borrower referred by name searches that name. The profile page they find carries the originator's photo, their NMLS unique identifier, the states they are licensed in, the programs they focus on, a short plain-language introduction, their direct application link and a way to reach them. On a Solo Originator plan this is the heart of the site. On a Branch or Enterprise plan every originator gets one, in the same structure, so the branch looks like one business rather than a dozen personal brands with different fonts.
What a branch page does for local search
A branch page is written for the city the branch serves. It carries the address, hours, the team, the programs that matter locally, directions and the branch NMLS identifier, and it links to each originator's profile. Search engines treat it as the branch's document for that place, which is what lets a branch in one city rank without competing with the corporate site or with branches two states away. Enterprise plans add a region structure above the branches so the hierarchy is clear to crawlers and to people.
- Solo Originator
- Branch
- Enterprise
Application path into your CRM or LOS
Every inquiry, estimate and application click lands in the system you already work in.
Where inquiries go
Nothing on the site sits in a web inbox. A contact form, a callback request, a pre-qualification inquiry and a completed estimate are all sent to your CRM, your LOS lead intake or both, by API where the platform offers one, or through Zapier or Make where it does not. Each record arrives with the page it came from, the program if there was one, and the estimator inputs if the borrower ran one. Your existing follow-up sequences fire as they would for any other lead.
How the application link is handled
Most originators already have a hosted application from their LOS or point-of-sale vendor. We do not replace it. The site's "Apply" links carry the originator, branch and program into that application as parameters wherever the vendor supports it, so the borrower lands in the right originator's application with the right program preselected. If your vendor supports an embedded application, we place it on a dedicated page with the same disclosures as the rest of the site.
Forms that ask only what you need
A borrower on a phone abandons a long form. Our forms ask for the contact details and the one or two facts you need to route the inquiry, and nothing that belongs in the application itself. No income, no social security numbers, no document uploads on the marketing site. That keeps the form short, keeps sensitive data inside the systems built to hold it, and keeps the marketing site out of scope for the controls those systems carry.
- Solo Originator
- Branch
- Enterprise
Payment estimator
An illustrative monthly figure from a price, a down payment, a term and the rate you publish, captured as a lead.
What the estimator shows and what it never claims
The borrower enters a purchase price, a down payment, a term and, if you choose to publish one, a rate; the estimator shows an illustrative principal and interest figure and, optionally, illustrative taxes and insurance placeholders you set. It is labeled on the page as an estimate, not a quote, an offer, a rate lock or a pre-approval, and it never states that anyone qualifies for anything. You decide whether a rate appears at all. If it does, your compliance team supplies the wording and the disclosures that must accompany it, and we place them exactly where they are told to go.
Why every estimate is a lead
The estimator asks for a name and a way to reach the borrower before it shows the figure, or after, depending on the flow you prefer. Either way the inputs and the result are sent into your CRM or LOS as a lead with context: price range, down payment, term and the program page they came from. Your first call starts with a picture of what the borrower is trying to do, rather than with the questions you would otherwise spend the first ten minutes asking.
How it is configured per audience
A reverse mortgage specialist, a commercial lending team and a purchase-focused loan officer need different inputs and different wording. Each audience page on this site describes the configuration we start from. The wording, the defaults and the disclosure text are yours to approve before launch and yours to change afterwards as a standard revision.
- Solo Originator
- Branch
- Enterprise
Weekly detail updates
Team changes, program changes, hours, disclosures and licensing lines, updated within days rather than quarters.
What counts as an update
An originator joins, another leaves, a state license is added, a program is retired, the branch moves, compliance changes the footer wording, a photo needs replacing. Each of these is a revision: you email it, we make it, and it is live within 2 to 5 working days. Five revisions a month are included on every plan and there is no size limit on a revision, so a single request can carry a whole batch of team changes. After five, each additional revision is a flat fee rather than an hourly estimate.
Why this matters more in mortgage than in most niches
A mortgage website with an originator who left last quarter, a license line that is out of date, or a disclosure that no longer matches guidance is not just stale; it is a compliance exposure. The reason most sites drift is that changing them is slow and expensive. On a managed plan, the change is a short email and it is done inside the week, which is what makes it realistic for a branch manager to keep the site accurate without a dedicated marketing hire.
- Solo Originator
- Branch
- Enterprise
Researched articles
Two researched, cited articles a week on tiers 1 and 2, three a week on Enterprise, written for borrowers and reviewed for claims.
What the articles are about
The articles answer the questions borrowers type before they call anyone: what a pre-approval letter is, what happens at closing, how a home inspection differs from an appraisal, what documents a self-employed borrower usually gathers, how a renovation loan draws are paid out. Each is 2,500 to 3,200 words, structured with a table of contents and a short answer at the top, cites its sources, and links to your program pages and your estimator. They are written to be useful to a borrower and to rank for the long questions your competitors' sites never answer.
What the articles never do
They never quote a rate, never state that a reader qualifies, never predict the market and never give advice about a specific situation. Every article carries a line saying it is general information and that the reader's own loan officer discusses their circumstances. If your compliance team wants to review articles before they publish, we schedule them a week ahead and hold them for approval; if they want a topic list to sign off each month, we send one.
- Solo Originator
- Branch
- Enterprise
Managed hosting
Cloudflare hosting, SSL, backups, monitoring and your domain, all inside the monthly fee with nothing itemized.
What hosting includes
The site is served from Cloudflare's network with a certificate that renews itself, a firewall in front of it, daily backups and uptime monitoring that pages us rather than you. A domain is included if you need one, or we point the one you own. There is no hosting line, no SSL line, no "premium CDN" upsell and no plugin license renewals, because there are no plugins. The monthly fee is the whole cost of keeping the site online.
What happens if you leave
Your domain is always yours. If we registered it, it is in your name and we transfer it on request. On cancellation we provide an export of your content and your articles within 14 days. We would rather you stayed because the site keeps earning its fee than because leaving is hard.
- Solo Originator
- Branch
- Enterprise
AI Engine
An AI receptionist, site chat, SMS, Messenger and Instagram agents, call-analysis PDFs and A2P 10DLC registration, on Branch and Enterprise.
What the agents do for a mortgage business
The AI receptionist answers the branch line when nobody can, takes the borrower's details and the program they are asking about, and books a call with the right originator. The site chat and messaging agents answer questions about the branch, the team, hours, what to bring to a first meeting and how to start an application, and hand the conversation to a person the moment it goes beyond that. Each call produces a short analysis PDF so the originator knows what was said before calling back.
What the agents are told never to do
The agents are configured never to quote a rate, never to say whether someone qualifies, never to discuss a specific borrower's file and never to give financial advice. Anything of that kind is handed to a person with a summary. You review and approve every script before launch, and your compliance team can change any line as a standard revision. Text messaging requires A2P 10DLC carrier registration, which we file for you; carrier fees pass through at cost, and usage is billed monthly in arrears.
- Solo Originator
- Branch
- Enterprise
Content Engine
Three articles a week, three social image posts a week, two reels a week and a managed Google Business Profile, on Enterprise.
What the Content Engine produces
On the Enterprise plan the article schedule rises to three a week, and we add three designed social image posts a week and two short reels a week, each built from the same researched material so the message is consistent across the site and the feeds. The Google Business Profile for each branch is managed too: hours, photos, posts, questions and review replies, kept current so the branch shows correctly in the map results borrowers see first.
How it stays inside your compliance lines
Social posts and reels follow the same rules as the articles: no rates, no qualification claims, no predictions. Each carries the identifiers and the disclosures your compliance team specifies for social media, in the format each platform allows. Every month you get the schedule ahead of time and can pull or change anything before it publishes. Nothing about the Content Engine requires anyone at the branch to log in anywhere.
- Solo Originator
- Branch
- Enterprise
See every one of these on a site built for you.
Plans $137 a month. The build fee comes after launch. Cancel any month.