Loan Officer Website Checklist: What Goes on Every Page

A loan officer website checklist comes down to six things: a home page with one clear next step, an about page with your bio, a page for each loan program, a page for each area you serve, an apply or contact path, and licensing details on every page. Get those right before you add anything else.

NA Web Services is a marketing agency, not a law firm or lender, so confirm details with your compliance team.

This checklist goes page by page, so you can check your own site as you read. For the rules side in more depth, see our mortgage website compliance checklist.

What goes on every page of a loan officer website

Here at NA Web Services, every LO site we build carries the same block in the footer of every page. It's the easiest thing to get wrong when you add pages later.

• Your name and your individual NMLS ID
• Your company's name and company NMLS ID
• The states you're licensed in
• Equal Housing Opportunity wording or logo
• Links to your privacy policy and terms
• A phone number people can tap to call on mobile

State rules on how and where to show NMLS details vary, so check what your state and your company expect. Our guide on where to put your NMLS number covers the website, social, email and Google.

Home page checklist

• A real photo of you above the fold, not a stock model
• One line that says who you help and where, by area or loan type
• One main button (apply or book a call), repeated lower on the page
• Links into your loan program and area pages

A common mistake is three or four competing buttons in the header. Pick one.

What to put in a loan officer bio on the about page

Your about page is where borrowers and realtor partners decide if they like you. Cover how long you've been originating, the loan types you know best, the areas you work and how you communicate during a loan.

One wording trap: the CFPB's Regulation Z advertising rule bars a for-profit mortgage broker or creditor, and people working for them, from being called a "counselor" in an ad (12 CFR 1026.24(i)(6)).

Loan program pages

Give each program you actually offer its own page: what it is, who it tends to fit, what documents to expect and a next step.

Be careful with numbers. Under 12 CFR 1026.24(d), stating a down payment amount or percentage, the number of payments or repayment period, a payment amount or a finance charge triggers extra disclosures, including the APR. The CFPB's official interpretation lists a stated loan term as an example of a payment-period trigger. Under 1026.24(c), any rate you state has to be stated as an annual percentage rate. The simplest page explains the program without quoting terms.

Area pages without thin content

A page per city or county you serve can help local search, but only if each one says something different: the neighborhoods you work, local programs you can speak to accurately, the realtors you partner with. Google's spam policies list "multiple domain names or pages targeted at specific regions or cities that funnel users to one page" as doorway abuse. If the only thing that changes is the city name, skip the page. Our SEO guide for loan officers goes deeper on this.

Contact and apply page

• An Apply button that opens your company's application portal, so borrowers apply where your company wants them to
• A short contact form: name, email, phone and what they need help with
• A labeled field for every input, with a plain error message if something is missing

Don't build your own application form that collects Social Security numbers. Link the portal your company uses, such as Arive, Floify, Blend or Encompass. Our list of tools we work with shows the portals and CRMs we connect.

Reviews and testimonials

Real reviews from real borrowers are some of the strongest content on the site. The FTC's 2024 final rule on fake reviews prohibits reviews by people who don't exist (including AI-generated ones) or who had no real experience with the business, and bars offering incentives conditioned on a positive or negative review. It also restricts undisclosed reviews from company insiders. Ask every client, not just the happy ones.

Should a loan officer website have a mortgage calculator or rates?

A calculator is useful if visitors enter their own numbers and the page carries a clear disclaimer. That's how we set ours up. Daily rate tables are a different story: any rate shown has to be stated as an APR under Regulation Z, and the CFPB rule says an ad may state only terms that are actually available. Leaving rates off the site and offering a quote instead sidesteps both.

Accessibility basics

The Department of Justice's guidance on web accessibility and the ADA (2022) says the department has consistently taken the position that the ADA applies to goods and services businesses open to the public offer online. It points to WCAG as helpful guidance and lists basics to check:

• Alt text on images, short and descriptive
• Enough color contrast between text and background
• Labels and clear error messages on forms
• Captions on videos
• Real headings and a site that works with a keyboard

It also warns that a clean automated report doesn't guarantee accessibility, so add a manual check.

Pros and cons of building page by page

Pros:

• Each page has one job, which makes it easier to review and approve
• Program and area pages give Google and AI search more specific pages to show
• Compliance details live in one footer, so they stay consistent as you add pages

Cons:

• More pages means more to keep accurate when programs or licenses change
• Area pages take real local knowledge to write well

This approach isn't a good fit if your company only allows its own profile pages. In that case, put the effort into that profile and your Google presence instead.

If you'd rather not build this yourself, our LO Site covers most of this checklist: your NMLS IDs, licensed states and Equal Housing on every page, a page per loan program and area, and an Apply button tied to your company's portal. The build is free, then it's $79 a month with 2 edits included and no contract, as listed on our pricing page. You can get a free preview of your site and send the link to your compliance team before anything goes live.

How we checked this

The NA Web Services team checked 12 CFR 1026.24 on the CFPB site, the DOJ's ADA web guidance, the FTC's reviews rule announcement and Google's spam policies on November 10, 2026.