What is schema markup on a mortgage website?

Schema markup is structured data, usually JSON-LD, added to a page so search engines and AI systems can read facts about it unambiguously: who the company is, which loan officer a page is about, what service is offered, the questions answered and where the page sits in the site.

Which schema types do you use?

Organization (and branch-level business data where it applies), Person for each LO, Service for programs and modules, FAQPage, BreadcrumbList, HowTo for process pages, Article and BlogPosting for posts, WebSite with SearchAction, and ProfilePage for author and LO pages.

Do you use the FinancialService type?

For lender clients, branch business data can use LocalBusiness subtypes such as FinancialService when that accurately describes the branch. We only mark up facts that are visible on the page.

Does schema guarantee rich results?

No. Structured data makes a page eligible; Google decides what to show (Google Search Central: Intro to structured data). Some types, like FAQ rich results, are limited to certain sites. The markup still helps engines understand the page.

Is schema hand-written on each page?

No. It is generated from the same data files that render the page (company details, LO records, pricing, FAQs), so it can’t drift from what visitors see.

Do you add review stars?

We don’t add self-serving review markup to your own business pages; Google doesn’t show stars for reviews a business hosts about itself, and fake or selective markup is a policy risk.

How do you validate it?

Every page’s JSON-LD is parsed at build time, and we test key templates in Google’s Rich Results Test and the Schema.org validator before launch.

Can you show an example?

Yes: the panel at the top of this page shows a simplified Person and Organization graph for a fictional LO. You can also view the source of any page on this site.

Suite 305 · Schema

Schema markup that matches the page

Schema markup for mortgage websites tells search engines and AI exactly who your company is, which loan officer a page is about and what each page answers. In the suite it is JSON-LD generated from the same data that renders every page, so it never drifts.

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{
  "@context": "https://schema.org",
  "@graph": [
    { "@type": "Organization",
      "@id": "https://sablewood.example/#org",
      "name": "Sablewood Lending (sample)" },
    { "@type": "Person",
      "@id": "https://sablewood.example/maya/#person",
      "name": "Maya Ortiz (fictional)",
      "jobTitle": "Loan Officer",
      "worksFor": { "@id": "https://sablewood.example/#org" },
      "areaServed": "Tucson, AZ" },
    { "@type": "BreadcrumbList", "itemListElement": [ … ] },
    { "@type": "FAQPage", "mainEntity": [ … ] }
  ]
}

Definition

Schema markup: machine-readable labels, written in the Schema.org vocabulary and usually embedded as JSON-LD, that describe the facts on a page (organization, person, service, questions, breadcrumbs) so search engines and AI systems can understand them without guessing. It only describes content that visitors can also see.

What Schema Tells Search Engines: Who you are, What you offer, Where you lend, Questions answered. Infographic with Tolly the puffin. — What schema tells search engines: who you are, what you offer, where you lend, questions answered.

By page type

Every page carries more than one type

Types are connected in one @graph with @id references, so an article points to its author, who points to the company.

Schema types by mortgage page type
Page	Required types	Added where it applies
Home	Organization, WebSite + SearchAction, WebPage	Service list
Branch page	Branch business data (e.g. FinancialService), BreadcrumbList, FAQPage	Person for each LO
LO page	Person, ProfilePage, BreadcrumbList	FAQPage
Loan program page	Service, FAQPage, BreadcrumbList	HowTo
Calculator	WebApplication, FAQPage, BreadcrumbList	HowTo
Blog post	BlogPosting, Person, BreadcrumbList	FAQPage, ImageObject
Contact	ContactPage, Organization	ContactPoint

Checklist

What we do for schema on every page

This is the build checklist we run on every page we ship. Our own site is built the same way, so it’s the proof.

JSON-LD generated from data files, never hand-typed per page
One @graph per page with @id links between entities
Organization and WebSite with SearchAction on every page
Person and ProfilePage for every LO and author
FAQPage only where the questions are visible on the page
BreadcrumbList on every page below the home page
No self-serving review stars, no hidden content
Parsed at build; key templates checked in Google’s Rich Results Test

Options compared

DIY builder vs agency vs the suite

A fair, general comparison of the three usual ways to get schema on a mortgage website. It describes typical approaches, not named vendors.

schema: DIY builder vs typical agency vs Mortgage Funnel Suite
	DIY website builder	Typical agency	Mortgage Funnel Suite
How schema is added	Plugin defaults	Hand-written, page by page	Generated from site data
Person markup per LO	No	Sometimes	Yes
Linked @graph	No	Rarely	Yes
Validated at build	No	Sometimes	Yes
Stays in sync with content	Partly	Drifts over time	Yes

General comparison as of October 2026. Individual builders and agencies vary.

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Questions about schema answered

YouWhat is schema markup on a mortgage website?

Funnel Suite team
Schema markup is structured data, usually JSON-LD, added to a page so search engines and AI systems can read facts about it unambiguously: who the company is, which loan officer a page is about, what service is offered, the questions answered and where the page sits in the site.
YouWhich schema types do you use?

Funnel Suite team
Organization (and branch-level business data where it applies), Person for each LO, Service for programs and modules, FAQPage, BreadcrumbList, HowTo for process pages, Article and BlogPosting for posts, WebSite with SearchAction, and ProfilePage for author and LO pages.
YouDo you use the FinancialService type?

Funnel Suite team
For lender clients, branch business data can use LocalBusiness subtypes such as FinancialService when that accurately describes the branch. We only mark up facts that are visible on the page.
YouDoes schema guarantee rich results?

Funnel Suite team
No. Structured data makes a page eligible; Google decides what to show (Google Search Central: Intro to structured data). Some types, like FAQ rich results, are limited to certain sites. The markup still helps engines understand the page.
YouIs schema hand-written on each page?

Funnel Suite team
No. It is generated from the same data files that render the page (company details, LO records, pricing, FAQs), so it can’t drift from what visitors see.
YouDo you add review stars?

Funnel Suite team
We don’t add self-serving review markup to your own business pages; Google doesn’t show stars for reviews a business hosts about itself, and fake or selective markup is a policy risk.
YouHow do you validate it?

Funnel Suite team
Every page’s JSON-LD is parsed at build time, and we test key templates in Google’s Rich Results Test and the Schema.org validator before launch.
YouCan you show an example?

Funnel Suite team
Yes: the panel at the top of this page shows a simplified Person and Organization graph for a fictional LO. You can also view the source of any page on this site.

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On the walkthrough we’ll run your current site through the same schema checks and show you what we’d change.

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