CRO breakdown of Miles&Barr's mortgage advice lead generation page. Design analysis and expert conversion insights 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.
Miles&Barr’s mortgage advice service operates in a crowded field. Every major bank, every comparison site, and every independent broker is competing for the same buyer intent searches. The brief was clear: we needed a page that earns trust inside the first viewport and holds it through to the form.
The audience is B2C — landlords and homeowners who are financially literate but emotionally invested. They’re not looking for jargon. They want to know that this firm understands their situation and can find them the right deal across a wide panel of lenders.
The full-width hero leads with the service name — “Buy to Let Mortgage Advice” — not a clever headline that makes visitors work. The hero image shows property, reinforcing the Buy to Let context. This is intentional message-matching: the visitor who clicked a Buy to Let ad arrives and immediately sees Buy to Let. That confirmation reduces bounce before a single word is read.
The star rating and review count sit directly below the headline. We placed these at the top because social proof is most powerful where doubt is highest — and doubt peaks the moment someone lands on an unfamiliar page. The 5-star rating with a numerical count anchors trust before the visitor has any reason to distrust.
in the services strip (Personal Expert Advice, Exclusive Deals, Property Expertise, Insurance) communicate scope efficiently. Rather than a paragraph of service descriptions, each icon-plus-label pair takes one second to absorb. The strip tells visitors what they’ll get without asking them to read.
The “Compare rates from 90+ lenders” section is a credibility section masquerading as a feature. “90+” is a number that carries weight — it signals access, breadth, and negotiating power. We made this a standalone section rather than burying it in body copy because numbers anchored in their own space carry more cognitive weight.
The sticky header keeps the CTA button visible at every scroll depth. On a page this length, a visitor convinced at section three shouldn’t need to scroll back to act. The sticky header eliminates that friction entirely.
The most important trust signal on a finance page isn't a testimonial — it's a number. "90+ lenders" does more conversion work than any written testimonial because it's instantly verifiable in the visitor's mind and immediately relevant to their decision.
Trust is layered across this page, not concentrated in one place. Above the fold: brand name, star rating, and review count. Mid-section: the expert icons strip, which communicates professional competence without boasting. Lower section: the lender count, which signals market access. Near the CTA: the invitation to compare — a low-commitment framing that reduces the psychological weight of submitting a lead form.
"The biggest trust mistake I see on finance pages is treating testimonials as decoration — a carousel at the bottom that no one scrolls to. Move your strongest social proof to where anxiety is highest: right below the headline, before the visitor has decided whether to stay."
Read more about how we approach trust signals in our guide to Ways To Increase Landing Page Social Proof.
The review count matters as much as the star rating. "5 stars" is meaningless without scale. "5 stars from 950+ reviews" is credibility. Always show the number alongside the rating — it transforms a decoration into a data point.
The lead form strategy on this page is deliberate restraint. We ask for only what’s needed to start a conversation — the visitor doesn’t need to provide mortgage details upfront. The CTA framing (“Book a Free Consultation”) positions the next step as a benefit, not a commitment. This matters enormously in finance, where visitors are trained to be suspicious of data-harvesting forms.
"On finance pages, the CTA isn't asking for a sale — it's asking for a conversation. The moment your button says 'Book a Free Consultation' instead of 'Get a Quote', the perceived commitment drops dramatically. That single word change can move conversion rate by 15% or more."
Unbounce was the right platform here because it gives us full design control alongside native A/B testing. For a regulated sector like mortgages, we need to be able to iterate quickly on copy — particularly around compliance language — without a developer deploy cycle.
Mortgage searches spike on mobile during commutes and evenings. We tested the page on a phone, thumb-tested every tap target, and confirmed the form fields were large enough to complete without zooming. The sticky CTA on mobile is sized for thumb access rather than pointer precision.
Finance pages attract high-intent traffic that cost real money to acquire. A slow load wastes that spend. We optimise every page we build for Core Web Vitals — not as a box-ticking exercise but because speed directly correlates with the bounce rate of paid traffic.
If we were revisiting this page now, three changes would be top of the list:
"Dynamic text replacement is underused on finance pages. Every keyword group has a slightly different intent — and a headline written for that specific intent will always outperform a generic headline. It takes an hour to set up and the lift in conversion is measurable within days."
This page scores well on clarity, trust architecture, and CTA accessibility. The ‘90+ lenders’ proof point is strong and well-positioned. The deductions come from limited personalisation at the hero level and the absence of a video testimonial — both of which are meaningful upgrades for a regulated, high-trust category like mortgages.
Browse our full collection of landing page examples to see how we apply these principles across industries. Ready to build a finance page that earns trust and converts? Talk to our team.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Eye-tracking shows people scan pages in an F-shape. Placing key content along this path increases engagement.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
A mortgage advice landing page converts when it removes ambiguity fast. Visitors arrive with a specific situation — Buy to Let, remortgage, first-time buyer — and the headline must confirm immediately that this page is for them. From there, trust signals (ratings, lender counts, expert credentials) do the heavy lifting. The CTA should describe the action and its outcome: 'Book a Free Consultation' beats 'Get in Touch' every time.
The main Miles&Barr website serves multiple audiences across estate agency and financial services. A dedicated landing page strips everything away except the single offer — mortgage advice — and guides each visitor toward one action. Removing navigation, competing services, and unrelated content consistently increases conversion rates for focused campaigns.
The '90+ lenders' stat does two things simultaneously. It communicates breadth of choice — visitors feel they won't be locked into a limited panel — and it signals expertise. An advisor who works across 90+ lenders isn't a generalist; they're a specialist who knows the full market. Statistics like this anchor perceived value before the visitor has read a single benefit bullet.
A finance lead generation page typically takes 2–3 weeks from brief to launch. This covers audience research, wireframing, visual design, copy, Unbounce build, and device testing. We work quickly but not at the cost of quality — every element is reviewed against the conversion goal before we call it done.
We design high-converting landing pages for B2B and B2C brands. Let's talk about yours.
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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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"Finance pages lose visitors to distrust, not to disinterest. The person clicking a mortgage ad already wants a mortgage — they just don't trust the firm yet. So we treat the first viewport as a credibility pitch, not a sales pitch. If we earn trust above the fold, the form is easy."