CRO breakdown of LoanTap's GHL contact form landing page for investment property loans. Expert analysis of the broker pledge strategy, two-column form layout, and trust-through-transparency approach by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
A contact form page for investment property lending is the last step before a human conversation. Its job isn’t to explain the product — that’s already been done earlier in the funnel. Its job is to make the borrower comfortable enough to submit their details and take the final step toward a conversation.
LoanTap solved this with a broker-pledge approach that names a real person and makes personal commitments. The page is small in scale but dense in trust signalling.
The two-column layout places the form on the left and Jordan Ebelini’s pledge section on the right. This is the optimal arrangement for a contact page: the action (form) and the reason to take it (personal pledge with photograph) are simultaneously visible. The visitor doesn’t have to scroll to find the reason to trust — it’s next to the form they’re deciding whether to fill out.
The “Get in Touch” headline with “We’ll get you the right loan for your investment property” sets the service promise in a single sentence. It’s specific (investment property), personal (we’ll get you), and outcome-oriented (right loan). This framing positions LoanTap as an advisor who finds the right solution rather than a lender who sells a product.
The form fields — Name, Email, Phone, Loan Type, Property Location State, and a situation description text area — collect the information needed for a meaningful first conversation. The situation description field is particularly important: it allows borrowers to explain the specifics of their transaction before the call, which enables LoanTap to prepare a relevant response rather than starting from scratch.
The Jordan Ebelini photograph — a professional but approachable portrait — and his title (Broker/Owner) sit directly adjacent to the pledge commitments. The photograph transforms the pledge from a company statement into a personal commitment. Visitors submitting the form know they’re entering a relationship with a named, visible person.
The six pledge values — Speed, Straightforward Communication, Efficiency, Professionalism, Integrity, Tenacious Loyalty on Your Behalf — are chosen to address the concerns investment property borrowers have about brokers specifically. “Tenacious Loyalty” is an unusual and memorable commitment that signals Jordan will advocate for the borrower’s interests throughout the process.
"Tenacious Loyalty on Your Behalf" is a conversion-grade phrase because it names a fear that investment property borrowers have: that their broker will side with the lender when there's a dispute about terms. Making tenacious loyalty a named, personal commitment addresses that fear directly. Unusual, specific commitments are more memorable and more persuasive than standard professional promises.
This is a short page, but it layers trust signals efficiently. The first layer is the named broker with photograph — Jordan Ebelini, Broker/Owner. Named individual accountability is rare on contact form pages, where most brands use anonymous form fields and a generic “our team will contact you” promise.
The second layer is the privacy commitment — the footnote below the form (“By submitting this form, you consent to be contacted by LoanTap via phone, email, or text about your loan inquiry. Your information is safe and will never be shared with third parties”) addresses the data anxiety that finance contacts carry. Explicit privacy language reduces submission hesitancy particularly among first-time contacts.
The third layer is business hours visibility — “Mon-Fri 9:00 AM – 6:00 PM EST” in the footer sets expectations about when a response will arrive. Known response timing reduces the post-submission anxiety of not knowing when someone will call.
"Every contact form page should answer three questions: who will contact me, when will they contact me, and is my information safe? Most forms answer none of these. LoanTap answers all three — named broker, business hours, and explicit privacy statement. That's a complete trust package for a contact form."
Read more about contact form conversion strategy in our guide to Ways To Increase Landing Page Social Proof.
The contact number (786) 774-0141 displayed prominently in the footer provides an alternative to the form for visitors who prefer to call. Having both channels visible reduces the bounce rate from visitors who are ready to contact LoanTap but don't want to use a form — a meaningful proportion of investment property borrowers who prefer direct phone contact.
This is a single-CTA page — “Send My Message” — with no competing conversion paths. The contact form is the only conversion action available, which is correct for a bottom-of-funnel contact page. The page’s job is to remove friction from the final step, not to provide more information.
The navigation tabs at the top (FastTap, DSCR Elite, Rapid Rescue, Fix & Flip, Refer a Deal) provide an exit path for visitors who arrived on this page before they were ready — they can navigate to a relevant product page and return to the contact page when they’re prepared to submit.
GoHighLevel provides the contact form infrastructure with native CRM integration, ensuring every form submission routes directly to Jordan’s pipeline with the loan type and property state data pre-populated for personalised follow-up.
The two-column layout stacks to single column on mobile, with the form appearing first — appropriate for a contact page where the action is the priority. The pledge section with Jordan’s photograph and values follows below, providing the trust context for visitors who scroll before submitting.
We deliberately featured Jordan Ebelini by name and photograph rather than leading with the LoanTap brand entity. Investment property borrowers trust people more than brands in the brokerage space, where personal relationships drive repeat business. Making the first touchpoint a relationship with Jordan rather than a transaction with LoanTap sets the right tone for a long-term lending partnership.
Three improvements worth testing for this contact page:
This LoanTap contact page demonstrates that a small-format page can pack significant trust density when every element is purposeful. The named broker pledge, transparent privacy statement, business hours, and phone number alternative together create a contact experience that feels personal and safe rather than anonymous and uncertain — which is exactly what investment property borrowers need at the final step of their decision.
Browse our full landing page examples collection for more finance and contact page examples. For thinking on contact form conversion, read our guide to Landing Page Call to Action Tips.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
This principle influences visitor behaviour and supports the page's conversion goal.
This principle influences visitor behaviour and supports the page's conversion goal.
This principle influences visitor behaviour and supports the page's conversion goal.
A broker pledge — where a named person commits to specific values (Speed, Efficiency, Integrity, Straightforward Communication, Professionalism, Tenacious loyalty) — converts better than an anonymous contact form for financial services because it makes the relationship personal before the first conversation. Jordan Ebelini's name and photograph transform a form submission into the beginning of a professional relationship, which matters for borrowers who want to know who is handling their transaction.
LoanTap offers DSCR loans, Elite financing, Rapid Rescue bridge loans, Fix & Flip, and a referral programme. The navigation tabs at the top of the page signal the full product range to visitors who arrived on the contact page. DSCR loans and bridge financing are the primary products for property investors — the DSCR (Debt Service Coverage Ratio) loan is particularly relevant for investors whose primary income comes from rental properties rather than traditional employment.
The 'Our Pledge to You' section lists six broker commitments: Speed, Straightforward Communication, Efficiency, Professionalism, Integrity, and Tenacious Loyalty on Your Behalf. These aren't marketing claims — they're framed as personal commitments from Jordan Ebelini. When a broker makes personal commitments with their name and face attached, the perceived accountability is higher than a brand's general promise. This personal accountability signal reduces the submission hesitancy that investment loan pages face.
Asking for loan type (DSCR Elite Loan options) and property location state at the contact stage enables intelligent lead routing and personalised follow-up. A visitor who selects 'Fix & Flip' and names a Texas property gets a different initial conversation than one who selects 'DSCR Elite Loan' for a multi-family California property. This upfront qualification makes the first contact call more efficient and more relevant for the borrower.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"Contact form pages are underrated conversion surfaces. Most people treat them as a necessary utility — put the fields in, add a button, done. But the contact form is actually the highest-trust moment in the funnel: the visitor is deciding whether to give you their details and invite a conversation. Anything you can do to make that moment feel personal and safe pays back in form completion rates."