UK Mortgage Brokers - Digital Marketing Benchmark Report, Q2 2024

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The Q2 2024 benchmarking report for UK mortgage brokers has just been published. Learn how the top 9 UK mortgage brokers perform across the digital space.

The latest Q2 2024 benchmarking report for UK mortgage brokers has just been published. It covers the largest 9 national mortgage brokers, including Meridian Mortgages, Molo, Just Mortgages, Mojo Mortgages, Mortgage Advice Bureau, London & Country Mortgages, John Charcol - Independent Mortgage Expertise, Habito, and

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The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other mortgage brokers to win brand exposure, drive site visits, and generate online enquiries. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call. MortgageBrokers - COVER-1


For a glance into just 6 of the metrics we evaluated these top 8 mortgage brokers on, check out our quick-look table below; Mortgage Brokers W&L June24

Continue reading for further detail on this quarter's top and poorest-performing mortgage brokers, or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. Mortgage brokers have the benefit of not needing to maintain large sites with a high volume of product pages, so should find staying on top of their technical compliance easier than our clients in e-commerce sectors.

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. As with ensuring key pages are not blocked by error codes, mortgage brokers will want to ensure their site is quick, and that customers have a great experience from every touchpoint, to instil trust in their service.

For Q2 2024, the mobile site speed ranged between 60 and 30, with only 2 mortgage brokers scoring above the recommended 50% for site speed. However, Molo reported the lowest mobile site speed. Upon closer inspection, this mortgage broker should reduce page weight by limiting the number of images and amount of text on each page. Seconds can make a difference for consumer satisfaction and have SEO benefits to help increase a website’s ranking.

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Mortgage brokers can look to creating digital PR campaigns across the full spectrum of home ownership, to generate engaging press coverage that links back to their site and improves referral traffic, as well as domain authority.

A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA for this quarter ranged between 70 and 15, with Meridian Mortgages reporting the lowest DA. This mortgage broker also saw the least number of backlinks, which can affect a website’s DA score. Meridian Mortgages should reach out to industry-related brands to help secure more backlinks.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. With high house prices and worrying mortgage rates, mortgage brokers will need to ensure their organic strategy is considerate of changing consumer habits, in order to maintain traffic.

Meridian Mortgages saw the highest organic traffic increase for mobile (1704%) while encountering an 8% loss in organic traffic for desktop. This data implies that this mortgage broker has a mobile-friendly theme, which other brands should look to replicate.

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a site can appear for universal search results without being strong in standard rankings. 'Reviews' are a great Universal Search result to optimise for, as it will help mortgage brokers build trust with potential customers directly from the SERP.

John Charcol – Independent Mortgage Expertise remails at the top of the leaderboard with the most Universal Search results (a total of 3,749), with 3,000 of these appearances coming from ‘reviews. On the other hand, 6 of the mortgage brokers reported zero appearances for this category. Companies should reach out to past customers and ask them to leave a review to help increase their rankings in SERPs.

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. For mortgage brokers, they'll want to identify not only high-traffic longtail keywords, but phrases showing high intent to enquire (potentially including specific details such as ages, occupations, salaries, and locations).

London & Country Mortgages remains number one for the most longtail keyword appearances for positions 3 (948) and positions 4–10 (2,460). On the other hand, Meridian Mortgages saw the fewest longtail keyword results for all positions. This mortgage broker should assess the keywords it uses to ensure it’s incorporating phrases that its consumers type into search engines.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019.

London & Country Mortgages was the only mortgage broker to use Facebook ads this quarter. This company should stick to a maximum of 3 lines for text to help attract people’s attention as they scroll on Facebook.

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Mortgage brokers can expand on their work with 'people also ask' and longtail keyword optimisation by identifying common questions users ask, and developing shareable content that will be widely engaged with.

London & Country Mortgages was the only mortgage broker to use Facebook ads this quarter. This company should stick to a maximum of 3 lines for text to help attract people’s attention as they scroll on Facebook.

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. As housing is a universal need, mortgage brokers must ensure their websites are fully accessible for all potential customers

John Charcol - Independent Mortgage Expertise still has the the most accessibility alerts (142), despite a reduction from the previous quarter. But this mortgage broker needs to assess redundant title text to help reduce this figure by the next quarter.


To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Mike Movassaghi.

Photo by Scott Webb on Unsplash

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