The lead form is a conversation

Better replaced the classic multi-step mortgage form with a chat box. You tell Betsy what you want, or tap one of four intents, and the questions come one at a time. Two big proof numbers sit above it so the unusual format feels safe.

Multi-step lead formGoogle AdsMeta

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better.com

What we’d improve

Conversion opportunities we would validate with controlled experiments, not cosmetic opinions.

Sharpen first-screen message match

For Better, turn “The lead form is a conversation” into a dedicated Google Ads hero variant. Carry the ad’s exact promise into the headline, supporting proof, and one primary CTA without introducing a broader second story above the fold.

Why we’d test it

A tighter promise-to-page transition will reduce the orientation work required after the click.

Measure: Hero CTA rate by campaign and ad group

Reduce first-step commitment

Begin with one easy, outcome-oriented field. State what the visitor receives and how their data is used before asking for contact information.

Why we’d test it

A lower-friction first commitment will increase starts without sacrificing downstream qualification.

Measure: Form start and completion rate

Upgrade decision-stage proof

Better should put fees, eligibility, protection, and a worked financial example beside the main value claim. Put the strongest evidence immediately after the hero and repeat the relevant proof beside the final CTA.

Why we’d test it

Specific, proximate evidence will answer the highest-risk objection before it becomes a reason to leave.

Measure: CTA conversion after proof exposure

Why it works

Four suggested intents, pre-approval, lower my rate, start saving and get cash, segment the visitor in one tap.
“$110B+ funded” and “600k customers served” establish scale before the visitor types anything.
A chat input accepts messy, natural language, so nobody bounces because they could not find the right form.

Built for clicks from

refinance mortgagecash-out refinancemortgage pre-approvalHELOC rates

If this page were dynamic

Open the conversation with the intent from the keyword so a refinance search never has to tap “Lower my rate”.
Change the headline verb per campaign: “gets you cash” for HELOC, “gets you approved” for purchase.
Pull the proof numbers for the visitor’s state to make the scale feel local.

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