Most loan officer websites are terrible. I'm not being dramatic. They're either cookie-cutter templates from the brokerage with zero personality, or they're overdesigned WordPress sites that cost $5,000, take three months to build, and convert at 0.2%.
HighLevel gives you a third option: a website you own, you control, and you can connect directly to your CRM, automations, and follow-up sequences. No developer needed. No monthly hosting fees beyond what you're already paying for HighLevel.
But having the tool doesn't mean you'll use it well. Here's how to build a loan officer website in HighLevel that actually generates leads.
Every borrower Googles you before they call. Every single one. Your Zillow leads, your realtor referrals, your past clients thinking about a refi. They all check your website first.
What they find determines whether they pick up the phone or keep scrolling. If your website looks like it was built in 2014, has no reviews, and features a stock photo of a family holding keys in front of a house, you're losing deals you don't even know about.
A good loan officer website does three things:
Your homepage has about 5 seconds to convince someone to stay. Here's what needs to be above the fold:
Below the fold: brief overview of your loan programs, a few testimonials, and another CTA.
This is consistently one of the most-visited pages on any loan officer website. Borrowers want to know who you are, why you got into mortgage, and why they should trust you with their loan.
Skip the corporate bio. Write like a human. "I've been in mortgage for 12 years. I've closed over 1,500 loans. I got into this business because..." Your personality is your competitive advantage. Use it.
Create a page that breaks down your available programs: Conventional, FHA, VA, USDA, Jumbo, and any niche products you offer. Keep it simple. Borrowers don't need to understand every guideline. They need to know which program fits their situation and what the next step is.
Each program section should end with a CTA: "Think this program might be right for you? Let's find out."
Dedicated reviews page pulling from your Google Business Profile. HighLevel has a reviews widget that makes this easy. More on this in our Google Reviews automation guide.
A blog with 2-4 posts per month targeting local mortgage keywords will generate organic traffic over time. "First-time homebuyer programs in [your city]" and "VA loan requirements in [your state]" are the kind of posts that bring in qualified traffic for years.
Make it stupidly easy to reach you. Phone number, email, scheduling link, and a simple contact form. The form should go directly into HighLevel and trigger your speed-to-lead automation.
HighLevel gives you two website building options:
Go to Sites > Websites > Create New Website. Start from a blank template or use one of HighLevel's built-in templates as a starting point.
HL4 Pro members get access to pre-built mortgage website templates in the Snapshot Library. These templates are designed specifically for loan officers with all the right pages, forms, and automations already wired up. Import, customize, and launch in an afternoon instead of spending a week building from scratch.
Connect your custom domain in Settings > Domains. Use your own domain, not the HighLevel subdomain. "yourloansite.com" builds trust. "app.gohighlevel.com/your-name" does not.
If you don't have a domain, grab one from Namecheap or Google Domains for about $12/year. Use your name or your brand name, not something keyword-stuffed like "best-rates-denver-mortgage.com."
For every page you build, ask yourself: "What do I want the visitor to do next?" Then make that action obvious.
This is where HighLevel websites beat every other website builder for mortgage. Every form submission automatically creates a contact in your CRM and can trigger:
No Zapier. No third-party integrations. No leads lost between systems. It all lives in one place.
HighLevel's website builder includes basic SEO settings for each page. At minimum:
Your website isn't a digital business card. It's a lead generation tool. If someone can browse your entire site without encountering a single form, scheduling link, or call to action, you've built a brochure. Start over.
Your phone number should be in the header of every page. Your NMLS number should be in the footer. Your email and scheduling link should be on every page. Make it impossible for someone to NOT know how to reach you.
Over 70% of your website traffic is coming from phones. If your site looks great on desktop but the forms are tiny and the buttons are impossible to tap on mobile, you're losing the majority of your potential leads. HighLevel's builder is responsive by default, but always preview on mobile before publishing.
Compress your images before uploading. A homepage with 8 uncompressed photos will load slowly, and slow sites kill conversion rates. Use TinyPNG or similar tools to compress images before adding them to HighLevel.
Your website should evolve. Update your reviews quarterly. Add new blog posts monthly. Refresh your headshot annually. Update your loan programs when guidelines change. A stale website signals a stale business.
Quick comparison for loan officers evaluating their options:
The best loan officer website isn't the prettiest one. It's the one that captures leads and feeds them directly into a follow-up system. HighLevel does that better than any other platform for the price.
Build your site with intention. Every page has a job. Every form triggers an automation. Every visitor is one click away from becoming a lead in your pipeline. That's a website built the right way.
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