Mortgage marketing specialist The Lead Engine has revealed that adding a local reference to a homepage can more than triple national lead generation for mortgage brokers, following a new A/B testing study.
The experiment, conducted in late 2025, tested whether including a location in website copy could deter customers from other parts of the country.
Instead, the data showed that local mentions significantly increased engagement and conversion rates, even among users based outside the area.
Two homepage versions were tested evenly over a one-week period, one featuring a headline such as ‘Mortgage Advice Nottingham’, and the other using a broader title like ‘Get Mortgage Advice’.
The localised version generated 13 leads, compared to just four for the generic version – a 3.25-times uplift in lead generation.
Enquiries came from across the UK, not just the region named in the headline.
Alex Curtis, founder of The Lead Engine, said: “The results clearly show that localised messaging is a powerful driver of conversions, even for a national audience.
“The local mention appears to have built a strong sense of trust and legitimacy, leading to a higher likelihood of form submissions from people across the country.”
