On this page
- 01Key takeaways
- 02What must a mortgage broker's homepage include?
- 03What does 'clear, fair and not misleading' mean here?
- 04How should you explain fees?
- 05What do borrowers need from the page?
- 06What is the right call to action?
- 07When should compliance step in?
- 08What does this look like in practice?
- 09Mortgage broker homepage checklist
- 10Next step
- 11Sources and further reading
- 12Frequently asked questions
Key takeaways
A mortgage broker homepage has to win trust while meeting FCA rules. Show your authorisation status and firm number, include the required risk warning, explain fees and how you are paid, and offer a simple first conversation. Clear, fair and not misleading is the legal standard, and it also happens to be good conversion practice.
- Show your FCA status and firm reference number.
- Include the required mortgage risk warning.
- Explain fees, and who pays you.
- Have every promotion reviewed by a competent person.
Are you a mortgage broker? Message us on WhatsApp for a homepage review.
Chat on WhatsApp →What must a mortgage broker's homepage include?
It should include your firm's name, its authorisation status, or appointed representative status, and firm reference number, along with the mortgage risk warning: 'Your home may be repossessed if you do not keep up repayments on your mortgage.' Mortgage promotions are regulated, so check your network's or compliance adviser's current wording.
What does 'clear, fair and not misleading' mean here?
It means that promotions must give a balanced picture. A headline such as 'the best rates' needs evidence, and benefits must not hide risks. The FCA's Consumer Duty adds a focus on good outcomes and on consumers understanding what they read. Plain English is, in effect, a compliance tool here.
How should you explain fees?
State whether you charge a fee, how much or how it is worked out, when it is payable and whether you receive commission from lenders. If you say that you are 'whole of market', make sure that it is accurate. Clear fee information removes a major worry, and it sets you apart from vague competitors.
What do borrowers need from the page?
Borrowers want to know you handle their situation: first-time buyers, remortgages, self-employed income, adverse credit or buy-to-let. Name those situations in their words. Explain what happens at the first call, and what documents they will need. These small details reduce anxiety about a large decision.
What is the right call to action?
Offer a free or clearly priced first conversation, with a named adviser, by phone or video. Avoid pressure tactics such as countdown offers. A booking link suits people who are researching in the evening. Keep the form short, because you will need to collect sensitive financial information later, using a secure process.
When should compliance step in?
Before anything goes live. A competent person must approve financial promotions, including headlines, testimonials and calculators, and it is best to involve them at the brief stage. Networks often have an approval process. Plan for it in your timeline, because late changes to a finished page are costly.
What does this look like in practice?
A pattern worth checking: a broker's homepage carries a strong headline and a risk warning in tiny grey text at the very bottom. FCA rules expect risk information to be prominent. Giving that text legible space protects the firm, and it signals straight dealing to a cautious borrower.
Mortgage broker homepage checklist
- Show firm status and FRN.
- Include the risk warning legibly.
- Explain fees and commission.
- Check any 'whole of market' claim.
- Name borrower situations.
- Get promotions approved.
- Use a short first form.
Next step
Read your homepage as a first-time buyer. Can you see who is regulated, what you will pay and what happens next? Fix whatever is missing.
Message us on WhatsApp for a homepage review, or book a 30-minute consultation.
Chat on WhatsApp →Sources and further reading
- Financial promotions and adverts · Financial Conduct Authority
- Consumer Duty · Financial Conduct Authority
- Financial Services Register · Financial Conduct Authority
- Substantiation: advice on backing up marketing claims · ASA and CAP
Frequently asked questions
What must a mortgage broker show on their website?
Your firm's details and regulatory status, firm reference number, the required mortgage risk warning and clear information about fees. Rules change, so have your compliance adviser or network approve the wording before it goes live.
Can a mortgage broker use testimonials on a website?
Yes, if they are genuine, and if your promotion stays fair and not misleading. Testimonials form part of a financial promotion, so they should be approved in the same way. Avoid implying that one person's outcome is typical.
Does a mortgage website need FCA approval?
The FCA does not pre-approve websites, but financial promotions must be approved by a competent person and must comply with its rules. Authorised firms or networks handle this internally, so build that review into your timeline.
Written by
Global Bridge Labs (GBL) is a UK–Sri Lanka partner for social media, websites and BPO. Everything here comes from client delivery, not theory.
