Marketing for mortgage brokers that clears compliance first time.

That is what it is built for. If you are an appointed representative, your network or principal firm signs off your marketing, so we write for that reviewer from the start: claims evidenced, risk wording present, nothing that needs unpicking. You get the copy and the reasoning together, so it can be approved rather than argued about.

Yes, but it changes what else the page must carry. As soon as a promotion for a regulated mortgage indicates an interest rate or any figure relating to the cost of the credit, you have to publish a whole set of extra details alongside it: who you are, that the loan is secured on the property, the rate and whether it is fixed or variable, the total amount borrowed, the APRC (the true yearly cost) shown at least as prominently as the rate, the term, the payments and the total payable. A page that says nothing about rate or cost does not trigger any of it. That is a genuine strategic choice, and we will talk you through both routes.

There is a hard numeric test here. An example is only representative if you reasonably expect at least 51 per cent of consumers who respond to the promotion and then take the mortgage to be charged that APRC or below. It is not your best case and it is not an average of the market. If your example cannot meet that, the honest fix is usually to change the example rather than the wording around it.

Yes. The guidance expressly contemplates a table of several products for comparison, as long as the required overall representative example is shown with sufficient prominence and is representative of all the agreements expected to result from the promotion. It is one of the most useful things a broker site can have and one of the least common.

There are words you are required to use. The rules prescribe the words: an early repayment charge must be described as an early repayment charge and not by any other expression, and the same applies to higher lending charge, lifetime mortgage and home reversion plan. A regulated sale and rent back agreement must be called a sale and rent back agreement, and the rule specifically names “equity release” as an expression you may not use for it.

No, protection and general insurance promotions sit under the insurance rules rather than the mortgage ones, and the standard is worded as clear, fair and not misleading. The rule to watch is the one on pricing claims. If you say you can reduce a premium, beat a price or provide the cheapest cover, that should be consistent with the result reasonably expected by the majority of customers who respond, unless you prominently state the proportion who achieve it, and you must prominently state the basis for the claim and any significant limitations.

Yes. Google has required verification for financial services advertisers targeting the UK since 6 September 2021, covering every ad format and asset, and that step stops a lot of brokers before they start. You apply with your FRN, your business details and your domains. Two things fail applications: your Google Ads account must include a contact on the same email domain as the FCA-registered firm, and your details must match the FCA register exactly. If you are an appointed representative, verification can be initiated for you by an FCA-authorised firm that approves your promotions. We handle the application and the account setup.

Your principal, to a degree that surprises some brokers. The law treats what you do as though your principal had approved it, so when the regulator looks at compliance, your marketing is their problem as much as yours. That is exactly why networks are careful, and why marketing written for the reviewer gets approved faster than marketing written at them.

Not for these products. The rules bar a firm from making a cold call about qualifying credit, a home reversion plan or a regulated sale and rent back agreement unless the customer already has an established relationship with the firm of a kind where they would expect such promotions. Inbound search and referral are not just the nicer route here, they are the compliant one.

Parts of it almost certainly are. Anything that invites someone to take up a regulated service, or makes a claim about rates, savings or outcomes, falls in scope. That is exactly the part generalist agencies get wrong, because they write whatever converts and worry about it later. We treat the site as promotional material from the first draft.

Yes, and it is a rule rather than a nicety. You must keep an adequate record of each promotion confirmed as compliant, kept for a year from when it was last communicated. Websites get edited constantly and almost nobody versions them, so we keep a dated record of what went live and when.

We run SEO and Google Ads for an FCA compliance consultancy, a firm whose entire business is knowing these rules, and that work is published as a case study on this site. Their own clients are wealth managers, lenders, banks and insurers. Every rule reference on this page was checked against the live FCA Handbook rather than written from memory. If you want to know exactly who else we work with and how close it is to your setup, ask us on the call and we will tell you straight.

Portal leads are rented and you are usually buying the same enquiry as two other brokers. Search visibility and a site that converts are yours, and they compound. Most brokers we speak to want to reduce portal dependency rather than replace it overnight, which is the sensible way to do it.

From £350 a month with the website included and no five-figure upfront build fee. If you want Google Ads managed on top, that starts higher. We will tell you early if we do not think we are the right fit.