Understanding how to format articles for your mortgage website is pretty straightforward when you consider the following:

• The psychology of content consumption
• Best practices in formatting website content
• Benefits of consistent formatting

Here is some information that will show you how to write content for your website that connects with clients and encourages them to start the process of working with you. If you'd like to outsource the writing of your website content, we'd love to work with you. Consider subscribing to any of our content packages.

The psychology of content consumption

To better understand how to format content for your mortgage website, it's best to start with the psychology of why and how people consume content. This can be complex and multifaceted. However, some key factors that influence content consumption include:

1. Motivation: People consume content based on their current needs and goals. For example, suppose someone has been thinking about investing in real estate and come across an article on social media explaining the process of investing in rental properties. In that case, they'd be motivated to read/skim that article.
2. Relevance: People are more likely to consume content relevant to their interests, needs, and values. If a person is interested in a specific topic or has a particular problem they are trying to solve, they are more likely to engage with content that addresses those interests or issues.
3. Ease of access: People are more likely to consume content that is easily accessible. This can include content that is free and easy to find, such as through a regular email newsletter or social media platforms.
4. Trust: People are more likely to consume content from a trusted source. This can include content from experts in a particular field, someone they follow on social media, friends, and family members.
5. Engagement: People are more likely to consume content that is engaging and invites them to connect with you directly. You should always finish your article with an invitation to connect with you to learn more.
6. Format: The format of the content can also affect consumption. People tend to consume content in a format that is most comfortable for them, whether it be text, audio, or video.

It is important to consider these factors when creating content, as they can influence how successful the content is at connecting with an audience.

Best practices in formatting website content

So as a mortgage professional, how do you format content or an article in a way that shares your knowledge as a professional and invites potential clients to take the next step in working with you? You should format an informative article for a website in the following way:

1. Title: The title of your article should be self-explanatory as to the subject matter you'll be addressing.
2. Introduction: Begin with a brief overview of the topic. Summarize what you're going to say throughout the article. Don't expect that people will read everything, so if your goal is to provide value, give it to them immediately.
3. Education: Provide detailed information on the subject matter. Format the article with headings and lists to allow people to scan and go in depth where it interests them.
4. Personalization: Use real-life examples and case studies to illustrate the information provided and make it more relatable to the reader. Of course, keep client information confidential.
5. Conclusion: Summarize the article's key points and reiterate the benefits of working with a mortgage professional. Indicate that they can connect with you to learn more about the article's subject matter.
6. Call to Action: Encourage the reader to take the next step by connecting with you to start the process of working together. Include a clear and prominent call to action.

Benefits of consistent formatting

Formatting your articles in a consistent manner will have several benefits for both the readers and your business:

1. Improved readability: A consistent format makes it easier for readers to scan and read your content, leading to improved engagement and retention of the information.
2. Branding: Consistency in formatting can help to establish a strong brand identity. Using the same font, colours, headings, and layouts will create a recognizable and memorable look and feel that can help build trust and credibility with readers.
3. Professionalism: Consistency in formatting can convey a sense of professionalism and attention to detail, making readers more likely to trust and engage with the content.
4. Navigation: Consistently formatted articles can make it easier for readers to navigate the content and find the information they are looking for.
5. Increased retention: Consistency in formatting can help readers remember the content and the brand, increasing the chances that they will return to the website or take action after reading the content.
6. Efficiency: Consistently formatting articles will save time for you as you can use templates and workflows to create new content faster.

Overall, formatting articles in a consistent manner will help to create a more professional and trustworthy image for the business, as well as make it easier for readers to engage with and retain the information presented in the articles.

Syndicated Content Subscription

If your time is more valuable writing mortgages than writing content for your website, consider subscribing to any of our content packages. We have a growing library of articles that can be published on your website and scheduled on your blog. We also have landing pages formatted to target niche client demographics.

We do all the work, so you don’t have to. Let us handle everything for you! Learn more here.