Website Design, Marketing and Inspiration Blog

How to Leverage Google Analytics to Improve Your Mortgage Broker Website

March 3, 2025

Your website is a key tool for attracting and converting leads in the competitive mortgage industry. However, if you’re not tracking how visitors interact with your site, you might miss opportunities to optimize its performance. That’s where Google Analytics comes in. By offering valuable insights into your website traffic and user behaviour, Google Analytics can help you fine-tune your website for better results.

In this blog post, we’ll explore how mortgage brokers can use Google Analytics to improve their websites and generate more leads.

Why Google Analytics Matters for Mortgage Broker Websites

Google Analytics is an essential tool that tracks how people find and use your website. It collects data on visitor demographics, traffic sources, popular pages, and much more. By reviewing this data, you can determine what’s working, what needs improvement, and where you’re losing potential leads.

These insights are invaluable for mortgage brokers. You can determine whether visitors use your mortgage calculators, read your blog posts, fill out contact forms, and make adjustments to drive more conversions.

Setting Up Google Analytics

Before diving into the data, you’ll need to set up Google Analytics on your website:

• Create a Google Analytics Account: Sign up at analytics.google.com if you don’t already have an account.
• Add the Tracking Code: Google provides a tracking code snippet that must be added to your website.
• Set Up Goals: Define goals to track key actions, like form submissions, calculator usage, or downloads.

If you work with a website provider like Roar Solutions, we can help integrate Google Analytics seamlessly into your site.

Key Metrics to Track

Once Google Analytics is up and running, here are some essential metrics mortgage brokers should focus on:

Traffic Sources

Find out where your visitors are coming from:

• Organic Search: People who found your site via search engines.
• Direct Traffic: Visitors who type your URL directly into their browser.
• Referral Traffic: Users who click a link to your site from another.
• Social Traffic: Visitors from social media platforms like Facebook, LinkedIn, or Instagram.

Why It Matters: Knowing your top traffic sources helps you prioritize marketing efforts. If organic search is generating the most traffic, invest more in SEO. If social media is performing well, double down on your social strategy.

User Behaviour

Analyze which pages visitors are viewing and how long they’re staying.

• Top Pages: Identify your most popular pages, such as mortgage calculators, blog posts, or contact forms.
• Bounce Rate: The percentage of visitors who exit after viewing only one page is known as the bounce rate.
• Average Session Duration: The duration of time users spend on your site.

Why It Matters: Pages with high bounce rates or low session durations may need improvements. You might need better content, clearer CTAs, or faster load times.

Conversion Tracking

Set up goals to track conversions such as:

• Contact form submissions
• Mortgage calculator completions
• Newsletter signups

Why It Matters: Tracking conversions shows how effectively your site turns visitors into leads. If conversions are low, you may need to adjust your forms, improve CTAs, or streamline the user experience.

Device and Demographics

Discover how users are accessing your site:

• Device Type: Are visitors using mobile, desktop, or tablets?
• Demographics: Age, gender, and location of your audience.

Why It Matters: For most mobile users, ensure your site is fully mobile-responsive. Understanding your audience demographics allows you to tailor content to their needs.

Practical Tips to Improve Your Website Using Google Analytics

Optimize Underperforming Pages

Use the “Behaviour Flow” report to see where users drop off. If specific pages have high bounce rates, improve content, add visuals, or make CTAs more straightforward.

Enhance Your Top-Performing Content

Identify which blog posts or tools (like mortgage calculators) are the most popular and optimize them for better SEO. Add internal links or CTAs to guide users to other parts of your site.

Track and Improve Conversions

If form submissions are low, simplify your contact forms and remove unnecessary fields. Ensure forms are easy to use on mobile devices.

Improve Site Speed

Slow-loading pages lead to higher bounce rates. Use Google Analytics Site Speed report to identify pages that need performance improvements.

Focus on Mobile Optimization

If a significant portion of your traffic coming from mobile devices, make sure your site provides a seamless mobile experience. Check page layouts, button sizes, and form usability on smaller screens.

Refine Your Marketing Efforts

Use traffic source data to focus on what’s working. If referral traffic from a specific site or campaign is intense, build on that success.

How Roar Solutions Can Help

At Roar Solutions, we understand that mortgage brokers need more than just a good-looking website. You need a site that performs, generates leads, and provides measurable results. That’s why we integrate Google Analytics into all our websites, helping you monitor performance and make data-driven improvements.

Whether it’s optimizing your website for better user engagement, improving site speed, or analyzing conversion rates, we provide the tools and support you need to succeed online.

Final Thoughts

Google Analytics is an essential tool for mortgage brokers who want to improve their websites and generate more leads. By tracking key metrics, analyzing user behaviour, and making data-driven changes, you can ensure your website is performing at its best.

If you’re ready to take your mortgage broker website to the next level, Roar Solutions is here to help. From integrating Google Analytics to optimizing your site for conversions, we provide everything you need to grow your business online.