Build an AI website in 60 seconds

First impressions happen fast (within three seconds), and for financial advisors and mortgage brokers, those seconds can make or break whether someone trusts you enough to reach out. In finance, trust, compliance, effective marketing, and clarity make all the difference. A strong website brings these elements together with clean design, transparency, and smart CTAs. 

That’s where AI website builders step in. With AI builders handling the technical details (SSL, SEO-friendly structure, and compliant layouts), you can focus on personalization and connecting with clients. In this guide, we’ll discuss the essential sections for mortgage and financial advisor websites, complete with AI website examples.

Must-have elements of a mortgage and financial advisor website 

A great homepage simply helps people understand what you do and why they should stick around. These 12 key sections (along with mortgage and financial advisory website examples) will guide you on what to include on a financial website.

1. Hero section 

Your hero section is the very first thing visitors see: a short headline, AI-generated images or professional photos, a quick explanation of what you do, and a CTA. It sets the tone for the visitor’s user journey. 

Why it matters:

Financial and mortgage clients make gut decisions fast. If the hero section feels cluttered, confusing, or generic, people bounce. If it feels calm, clear, and human, they stay.

How to do it well:

Use bold headings like “Helping You Build a Confident Financial Life.” This headline is simple, outcome-focused, and speaks directly to the visitor’s real worry: money stability. Follow this with a subheadline that explains what you do and who you serve. For example:  “Mortgage solutions for first-time homebuyers and growing families in Ontario.”

You can incorporate smooth animations in your hero section to draw attention to key messages and CTAs. Collaborating with skilled designers ensures these visuals feel professional and on-brand. End with one clear CTA like “Book a Free Consultation” or “Get a Quote.” 

2. About section 

Your About section is a clear, friendly snapshot of who you are, why you’re qualified, and how you help people.

Why it matters:

At this point, visitors want reassurance that you’re licensed, trained, and trustworthy. Many advisors skip this section or make it stiff and overly formal, which actually creates distance. With the right design tools, you can craft a warm, concise About section with a premium feel that builds confidence and connection.

How to do it well:

• List your certifications, licenses, and years of experience in plain language. 
• Include a professional, friendly photo that looks approachable.
• If writing about yourself feels awkward, use generative AI tools like B12’s AI Assist to generate a short professional summary, then tweak it to match your brand voice. 

3. Services overview 

This is a simple breakdown of the services you provide, like mortgages, refinancing, retirement planning, financial guidance for small business owners, and wealth management.

Why it matters:

If visitors can’t quickly understand what you offer, they assume you don’t provide what they need. Clear explanations prevent confusion and build confidence.

How to do it well:

• Use natural language prompts to generate clear, concise service descriptions. Present them in a minimal layout with clean typography, so users understand what you offer without feeling overwhelmed.
• Keep each blurb focused on what the service is and who it helps. For example, instead of saying “refinancing options,” explain “I help homeowners lower monthly payments or shorten loan terms based on their business outcomes and financial goals.” 
• Skip technical terminology unless you immediately explain it.

4. Client success stories/testimonials

These are real feedback and stories from people who’ve worked with you. 

Why it matters:

Social proof carries huge weight in financial decisions. Clients want to see that someone like them trusted you and had a positive outcome.

How to do it well:

Showcase 3–6 quotes or testimonial videos that highlight outcomes, not just “great service.” For example: “She walked me through my first mortgage step by step and saved me $300/month.” Pair testimonials with visual storytelling, like images, charts, or progress visuals. 

If you don’t have many testimonials yet, B12’s conversion features can automatically collect and publish new ones from clients.

5. Calculator or quote section

This involves an interactive tool that lets visitors estimate numbers, like monthly mortgage payments or potential savings.

Why it matters:

People love tools that give quick clarity, especially when dealing with finances. Interactive sections keep visitors engaged longer and move them closer to taking action.

How to do it well:

• Position tools strategically so the site makes it easy for visitors to get answers and engage immediately.
• Use a simple CTA such as “Estimate Your Mortgage Rate” or “See How Much You Can Save.” 

6. Resource center/blog

This is a section where you share educational content, like articles, short guides, FAQs, or quick tips. Effective content creation here positions you as industry leaders.

Why it matters:

When visitors see helpful content about loans, investments, or budgeting, they see you as a guide rather than a salesperson. It also boosts SEO because search engines reward websites that offer useful, relevant information.

How to do it well:

• Create posts that answer the exact questions clients ask you every week: “Fixed vs. variable rate,” “How to prepare for a mortgage meeting,” or “What to know before refinancing.” 
• Keep each post practical and easy to skim. 

7. Process section - Show transparency

The process section outlines how you work with clients. For mortgage brokers or financial advisors, this could be framed as “Our 3-Step Process” or “How We Help You Secure the Right Loan.” 

Why it matters:

By clearly showing your process, you reduce uncertainty, build confidence, and make clients feel more comfortable taking the next step.

How to do it:

Break your process into 3–5 clear steps. Implement icons, visuals, and step layouts according to your design system to create a professional, cohesive user experience. Additionally, use plain language. For example:

1. Consultation: Understand your needs and goals.
2. Planning: Tailor options to fit your financial situation.
3. Implementation: Apply for loans, manage investments, or finalize contracts.

Add a subtle CTA like “Schedule Your Free Consultation” to nudge prospects along without feeling pushy. B12’s AI website builder for financial services can automatically structure this section so it’s consistent with your overall design.

8. Contact/booking form

This is the section where visitors can reach you directly, through a form, a scheduling calendar, or both.

Why it matters:

Even if your site looks professional, potential clients won’t act if contacting you is complicated. A clear, easy-to-use form reduces friction and increases conversions.

How to do it:

Use artificial intelligence to embed a form above the fold or alongside clear calls to action. Offer a scheduling tool to allow visitors to book consultations instantly. With B12’s AI platform, you can integrate both features seamlessly, so users never have to leave your site to schedule a call.

9. Compliance & licensing info

Financial advisors and mortgage brokers must display credentials, licenses, and regulatory compliance information.

Why it matters:

This section reassures visitors that your business is legitimate and trustworthy. It’s particularly important for first-time visitors who might not know you personally.

How to do it:

• Include license numbers, certifications, or affiliations with recognized industry bodies. 
• Keep it visible but not overwhelming, usually near the footer or in a sidebar. 
• Consistent placement across web or product pages signals professionalism, which AI website builders can help you achieve.

10. FAQs

This is a list of answers to the most common client questions: rates, timelines, fees, or document requirements.

Why it matters:

FAQs reduce hesitation. By preemptively answering questions, you cut down on back-and-forth emails and demonstrate transparency.

How to do it:

• Group questions by topic, use collapsible sections, and write concise, jargon-free answers. 
• Consider linking key FAQs to deeper pages for more details. B12’s AI Agent can instantly create and update FAQs on your site. It can suggest questions, write answers, and keep everything organized without you lifting a finger.

11. CTA block - Reinforce action

Mortgage and financial advisor websites need a recurring call-to-action block, like “Apply Now” or “Schedule a Consultation.”

Why it matters:

Without clear CTAs, even interested users might leave without converting.

How to do it:

• Place CTAs after key sections like Process, Services, or FAQs. 
• Keep wording simple and action-oriented. 
• Vary placement to catch different reading patterns: top of page, middle, and at the end.

12. Footer - Reinforce professionalism

The footer is the final impression. It typically contains contact details, NMLS or licensing info, privacy policies, and disclaimers.

Why it matters:

A professional footer shows credibility and builds trust. It also provides a safety net for users who scroll to the bottom looking for reassurance or more info.

How to do it:

Include all relevant legal and contact info in a clean, organized layout. A small CTA here (“Contact Us Today”) can capture late-stage leads who are ready to reach out.

4 call-to-action examples for financial AI websites

For mortgage brokers and financial advisors, CTAs should guide users through clear next steps, build trust, and feel approachable. Here are some examples:

1. “Start Your Application”

Perfect for a mortgage pre-approval page or a loan application form. This CTA signals action and clarity: users know exactly what happens when they click. You could place it near a short explanation of the mortgage process.

2. “Book a Free 15-Minute Call”

Use this in your hero section or alongside your services overview. For example, a financial advisor’s homepage might say: “Not sure where to start with retirement planning? Book a free 15-minute call.”

3. “See Your Mortgage Options”

Ideal for a comparison page or interactive AI tools. Place it after a brief overview of mortgage types or rates: “Explore the loan programs we offer. Click below to see your mortgage options.”

4. “Get Personalized Advice”

This works well at the end of an educational article or resource page. After explaining different investment strategies, you could invite readers: “Want advice tailored to your goals? Click here to get personalized guidance from a licensed financial professional.”

How to build a financial website in minutes with AI

Launching a professional financial website that stands out on the internet doesn’t have to be time-consuming. With B12, you can create a company site that looks polished and converts visitors into clients. 

All you need is a simple business description like: “I’m a mortgage broker helping first-time buyers secure affordable loans.” Just enter a few text prompts describing your services, audience, and location, and B12 builds the structure for you. It combines efficiency with creativity in layout and design. 

Key benefits of using B12 include:

• Compliance-friendly, professional design: You get the tools you need to build a site that meets industry standards, giving clients confidence in your professionalism.
• SEO and HTTPS built-in: The AI website design is optimized to appear in search results and is secure for visitors.
• Conversion tools included: Forms, online scheduling, and payment options make it easy to capture leads and close deals.
• Quick launch: Sites are ready in days, not weeks, saving time and effort.

A great example is The Bell Group. Anthony Bell, a mortgage broker in Southern California, used B12 to transform his templated website into a fully customized, client-focused platform. Within a week, he had a unique site featuring:

• Live chat for instant client support
• Embedded client reviews to build trust
• Online scheduling to streamline consultations

The new site impressed visitors, accelerated lead conversion, and helped Anthony grow his client base by 50%, all without paying for advertising. You can explore similar website design examples in B12’s gallery to inspire your site. 

Conclusion

Financial advisors and mortgage professionals don’t need to spend weeks designing a website to look credible. With B12, you can see real results fast. It automatically generates custom layouts tailored to your business. From compliant mortgage advisory website designs to built-in conversion tools, everything’s ready to go. 

B12’s Website Gallery shows AI website examples in action. The platform has already helped create more than 4 million websites for different businesses, including solo entrepreneurs, finance teams, sales teams, and legal teams.

Try B12’s free AI website builder. Generate your financial website layout and go live in minutes.