A great landing page headline has one singular focus: keep them on the page.
It's not trying to close the deal, it’s not trying to explain everything, it’s simply trying to earn five more seconds of attention.
Here's what that looks like in practice:
Your headline should make it instantly clear what the visitor will get. Not vague value. Not generic promises. A specific, tangible result they actually want.
Bad: "Helping You Achieve Your Property Goals"
Good: "How 400+ Aussie Homeowners Are Saving $8K+ Per Year by Switching Lenders in 2026”
The second version tells them exactly what's possible and makes them feel like they're missing out if they don't keep reading.
You're not giving away the full strategy in the headline. You're teasing it. You're opening a loop that can only be closed by staying on the page.
Bad: "Refinance Your Home Loan Today"
Good: "The 3-Minute Refinance Check That's Saving Aussies $650/Month”
Now they want to know what the check is. They want to know if they qualify, you’ve bought yourself their attention.
If your headline feels complicated, risky, or time-consuming, people won't engage. Your job is to make the next step feel easy, fast, and safe.
Bad: "Complete Our 15-Minute Application to Get Started"
Good: "Check Your Borrowing Power in Under 60 Seconds, No Paperwork Required"
Same offer. Different frame. One feels heavy. The other feels effortless.
Think about it, you’re paying $2-$5 per click to get someone onto your landing page. They land, they see your headline, they leave in under three seconds.
That's not a traffic problem. That's a headline problem.
Your headline is the gatekeeper of your entire funnel. It decides whether someone scrolls or bounces, and whether your ad spend turns into a booked call or wasted cash. Most mortgage brokers lose the game right here, at the very top of the page, before a single word of body copy gets read.
Walk through 100 broker landing pages and you'll see the same headline mistakes on repeat. They sound professional, they might even sound impressive… but they convert like garbage.
Here's what's killing your results:
"Australia's Most Trusted Mortgage Broker"
"20 Years of Finance Experience"
"Award-Winning Brokerage Serving Sydney”
Your qualifications matter, your testimonials matter, and your track record absolutely matters, but not in the headline… your visitors genuinely don't care, not yet anyway. You need to hook them before you prove yourself. If they don't stay on the page long enough to scroll, your credentials never get seen anyway.
When someone clicks your ad, they're not thinking about your awards or your experience. They're thinking about their problem, their deposit, their approval and the next moves that work best for them.
If your headline doesn't speak directly to that, you've already lost them.
"Get the Best Home Loan for You"
"We Make Finance Simple"
"Expert Mortgage Solutions”
These sound fine in a meeting, but on a landing page, they're invisible. They don't create urgency, curiosity, or clarity. Your visitor has no idea what's in it for them, so they bounce. And just like that, your $5 click is gone.
If your ad speaks to a niche, like investors, refinancers, or first-home buyers but your landing page is just a generic “Book a Call” pitch for all mortgage types, you’ve already lost them.
People click because they feel like the message was for them. If the page doesn’t back that up instantly, the trust breaks and they bounce. It's not that your offer is bad, it's that the message doesn’t match. A first-home buyer wants to feel like the page is tailored to their situation. Same with a time-poor investor or someone trying to refinance after a fixed-rate cliff.
Generic pages feel lazy, like you’re talking to everyone and no one at the same time. If you're going to niche your ad, niche your landing page too. Match the language, the visuals, the pain points, even the testimonials if you can. When people feel like the page was built for them, conversion rates jump, when they don’t, your $5 click turns into a ghost.
Great headlines balance curiosity and clarity. Curiosity pulls the eye and makes someone want to read more. Clarity, on the other hand, drives the action. If a visitor can’t instantly tell who the offer is for and what they’ll get, they’ll bounce. You want just enough intrigue to grab attention, but not so vague that it feels like clickbait. Lead with clarity, lace in curiosity.
Short headlines win because the brain scans, not reads. Generally, you want your main headlines to be around 10–14 words. Long enough to say something meaningful, short enough to skim in seconds. Avoid jargon, fluff, or anything that sounds like marketing speak. Focus on problems, results, and language your ideal client actually uses.
Remember, headlines anchor attention. They shape the first impression and set the tone for everything that follows. If you lose them here, nothing else on the page matters, they won’t stick around to see it.
You don't need to reinvent the wheel to make a cracking headline, you simply need to repurpose what already works. The best-performing headlines follow proven formulas because human psychology doesn’t change. As discussed, curiosity, clarity, urgency, and specificity are what drive clicks.
"How [Number] and/or [Target Audience] Are [Achieving Specific Result] in [Timeframe]”
Examples:
"How 300+ First-Home Buyers Secured Approval with Less Than $40K Saved"
"How Aussie Investors Are Building $2M+ Portfolios in Under 3 Years”
This works because it proves others exactly like them are winning. It creates FOMO and credibility at the same time.
"The [Simple Action] That's Saving [Target Audience] [Specific Dollar Amount] Per [Timeframe]"
Examples:
"The 5-Minute Rate Check That's Saving Homeowners $12K Per Year"
"The Refinance Strategy Cutting $800/Month Off Aussie Mortgages”
Money talks. When you lead with a specific dollar figure, people pay attention. Make it real, not rounded.
"[Specific Problem]? Here's How [Target Audience] Are [Solving It] Without [Common Objection]"
Examples:
"No Deposit? Here's How First-Home Buyers Are Getting Approved Anyway"
"Self-Employed? Here's How 200+ Business Owners Secured Their Home Loans Without Two Years of Tax Returns”
This works because it calls out the exact pain point and immediately promises relief. It's direct, clear, and impossible to ignore if it's relevant.
"[Achieve Specific Result] in [Short Timeframe], [Optional Qualifier]”
Examples:
"Get Pre-Approved in 24 Hours, Even with Complex Income"
"Lock in a Better Rate in Under 10 Minutes, No Paperwork Needed"
People want fast. If you can deliver speed, lead with it.
"Why [Common Belief] Is Costing [Target Audience] [Specific Loss], and What to Do Instead"
Examples:
"Why Staying with Your Bank Is Costing You $15K, and How to Fix It in One Call"
"Why Waiting for a 20% Deposit Is Keeping First-Home Buyers Renting for Years”
This creates tension, challenges assumptions, and positions you as the expert with the real answer.
Most brokers write one headline, hit publish, and hope for the best. Unfortunately, this isn’t the play, that’s gambling. And in a game where every click costs you, guessing can get expensive fast.
If you want to know what actually works, you need to test deliberately by split testing as much as possible.
Create two identical landing pages with different headlines. Run the same Facebook ad to both pages so the traffic is consistent. Then track the key numbers: cost per lead, click-through rate from page to booking form, time on page, and your overall conversion rate.
Once you’ve got a clear winner, make that your control. Then test a new headline variation against it. Over time, this lets you compound your results instead of resetting every time.
Also keep a close eye on your bounce rate. If 70% or more of visitors are leaving the page within seconds, your headline isn’t doing its job. People should land, feel like they’re in the right place, and be pulled into the content, not confused or bored. A good headline keeps them scrolling. A weak one leaks leads.
At Mober, we build landing pages that convert cold clicks into booked calls. From headline to CTA, every word is designed to keep people moving through your funnel. We've written high-performing pages for MPA Top 100 brokers and helped scale clients past $200M+ in settled volume using conversion-focused copy and proven page structures. If you want a landing page that actually turns traffic into revenue, book a free strategy session with our team today.