Websites.
Websites for commercial and asset finance brokers.
One site carrying two books: the equipment deal that settles in a fortnight and the property deal that takes months.
A website for a commercial and asset finance broker has to hold two very different visitors: an operator financing a machine this week, and a business owner buying premises this year. The pages are built to separate them, a calculator captures the equipment enquiry, and the compliance layer is built in and correct for work that sits partly outside consumer credit.
What they type.
Business owners arrive naming the asset, not the loan.
These are the searches and questions a business owner brings with them. The equipment ones move fast and the property ones move slowly, and a site that treats them as one visitor serves neither.
- “equipment finance broker”
- “truck finance broker”
- “excavator finance broker”
- “commercial property loan broker”
- “chattel mortgage broker”
- “business vehicle finance broker”
- “low doc commercial loan broker”
- “commercial loan broker Brisbane”
An operator with a machine on hold at a dealer and an owner buying a warehouse want opposite things from the same website. Separate pages, separate proof, separate next steps.
Shown as searches, because that is what they are. None of it is ad copy, and none of it is written as a headline.
The pattern.
Where agencies go wrong.
The first mistake is the template, which in commercial almost always means a residential template with the word business added. It shows immediately: home loan calculators, first home buyer language, and nothing at all about turnaround, security or the way a business deal is actually assessed.
The second is the missing compliance layer, and here it comes with an extra trap. Commercial and asset finance sits partly outside consumer credit, so brokers and agencies both get confused about what applies. The result is a site that either says nothing or says the wrong thing, with no licensing block and no complaints path either way.
The third is speed and the bolted-on calculator. An operator checks the site from a phone at a dealership with a deposit decision waiting. A slow page or a residential repayment calculator that knows nothing about a balloon or a term on a chattel mortgage is worse than no calculator at all.
The method.
How the site gets built.
We lead with the asset or the deal above the fold, not with your logo.
Separate paths from the first screen: financing equipment, or buying commercial property. Each one names the situation and the turnaround, because the operator and the owner are measuring completely different things.
We build a calculator that captures the enquiry instead of ending the visit.
An asset finance calculator built into the site that understands a term and a balloon, with the estimate-only and subject-to-lender-criteria wording alongside the result, and the enquiry arriving with the asset and the numbers attached.
We build the compliance layer in rather than bolting it on afterwards.
Licensing and credit representative block, privacy, terms and complaints pages, and copy that is accurate about which parts of your work are consumer credit and which are not, with the Best Interests Duty statement used where it applies rather than sprayed across everything.
We measure the speed on Google rather than promising it.
Measured on Google PageSpeed Insights on a mobile profile before handover, with the date attached. The equipment visitor is standing at a dealership on a phone, which is the least forgiving connection a broker site faces.
The maths.
What one commercial property settlement is worth
Indicative figures from a working broker's book. A guide, not a quote, and never a forecast.
- Typical loan size
- $1,200,000
- Upfront on one settlement
- $7,200
- Trail in the first year
- $2,400
- Upfront plus three years of trail
- $14,400
- Genuine enquiries per settlement
- 10 to 25
- Enquiry to settlement
- 6 to 20 weeks
Loan size, commission and settlement rate are indicative figures from a working broker's book, last reviewed 2026-09-05. Settlement rate and time to settle are modelled ranges, so they are a model rather than a measurement, and every deal is subject to lender criteria. Commercial commissions vary by lender and deal; many are fee-for-service.
The honest split.
Who the site converts, and who still needs you on the phone.
The site can convert them
Site
The operator financing a specific machine
They know the asset and the price and they want a turnaround. A page that names the asset class and the process gets the enquiry.
Site
The business owner declined by their own bank
They arrive the same week, they are not shopping on price, and they are reading for competence.
Site
The buyer researching commercial property finance
There are very few good pages on this, so a genuinely useful one earns enquiries for years.
Site
The business comparing you with dealer finance
The page that explains what a panel does, without claiming an outcome, wins a good share of these.
Needs you on the phone
Phone
The dealership's customers
That introduction happens at the point of sale and is built on the relationship, not the website.
Phone
The accountant's business clients
The accountant sees the purchase coming and refers before anybody searches.
Phone
Your repeat fleet client
They have your number saved. The site is a formality for them at most.
Phone
The complex commercial deal with multiple securities
There is no page for that. It is a conversation and a term sheet.
Both columns are real. A plan that pretends the right-hand column does not exist is a plan that will disappoint you in month three.
The check.
What a healthy site looks like for this niche
Two paths, separated from the first screen
Equipment and commercial property need their own pages, their own proof and their own next step. One combined business finance page serves neither visitor.
Loads in under 2.5 seconds on a phone
Largest Contentful Paint under Google's 2.5 second Core Web Vitals threshold on a mobile profile in PageSpeed Insights, measured live and dated. Assume a dealership car park and poor signal.
A path from the calculator to an enquiry
The asset finance calculator has to understand a term and a balloon, carry the estimate-only wording, and hand the enquiry to you with the asset details attached.
Tap-to-call on every page
Equipment deals are decided on the phone with a deposit waiting. The number is a link, and it is never buried in a footer.
Common questions.
Websites for commercial and asset finance brokers, answered
No. They are two different visitors with two different timelines and two different sets of proof. Give each one its own page and the site stops trying to be a compromise that convinces neither.
Next step.
Start with what your current site is doing.
Ask for the complimentary website audit. A scored report on speed, structure, conversion and compliance signals, read by a working broker, with the equipment and commercial paths looked at separately. Read it, use it, and book a call if and when it suits you.
Keep reading.
Where to go from here
The same niche, the other service
- Google Ads for commercial and asset finance brokersThe truck, the excavator, the shed the business just outgrew. Two very different books in one account.
- Websites, the whole serviceHow the work runs, what it costs to start, and who it suits.
- The complimentary website auditA read of what you have now, by a working broker, with the first fixes named.
Websites for other niches
- Websites for first home buyer brokersThe site a nervous couple lands on at nine o'clock on a Sunday night, weeks before they ring anyone.
- Websites for refinance brokersA borrower who has already decided to move, checking whether you are the one to move them.
- Websites for self-employed and low-doc brokersA business owner who has been declined once already, deciding whether you are worth the phone call.
- Websites for investment property brokersA borrower who already owns one property, working out whether you know more than they do.
- Websites for SMSF lending brokersThe page an accountant reads before deciding whether to send you their trustee clients.
Written for finance brokers. The residential niches are listed alongside, because most books carry some of both.
One more thing.
Start with what you already have.
Two complimentary audits, both read by a working broker rather than generated and sent. One looks at the account spending your money. One looks at the site the clicks land on. Take either, take both, or skip straight to the start form if you already know.