Found everywhere · Schema
Schema markup that tells engines exactly who you are
Structured data is a label on every page saying "this is a loan officer, these are the programs, this is the FAQ". We generate it from one data source, connect it with @id references and validate it every build.
Definition
What is Schema markup?
- Schema markup
- Schema markup is structured data, usually JSON-LD, added to a web page using the Schema.org vocabulary. It describes the page's entities — the organisation, people, services, FAQs and breadcrumbs — in a machine-readable way so search engines and AI systems can understand and sometimes display them as rich results.
Every plan includes it: from the Single Funnel plan at $249/mo up.
How we build it
How we build Schema into every page
- 01
One source of truth
Company, team and pricing data live in data files; schema is generated from them, so it never drifts from the page.
- 02
Connected graph
Organization, WebSite, WebPage, Person, Service and FAQPage linked with @id references in one @graph.
- 03
Only what is visible
We mark up content the visitor can see — never hidden claims or fake ratings.
- 04
Validated
Every build checks JSON-LD parses; launches are tested in Schema.org's validator and Google's Rich Results Test.
Compared
DIY builder vs agency vs done-for-you funnels
| Schema | DIY site builder | Typical local agency | Get Mortgage Funnels |
|---|---|---|---|
| Organization + WebSite | Plugin | Usually | Every page, connected |
| Person for each LO | Rare | Rare | Included |
| Service per program/funnel | No | Sometimes | Included |
| FAQPage + BreadcrumbList | Plugin | Varies | Every relevant page |
| Generated from data (no drift) | No | Rarely | Yes |
General comparison of approaches, not of specific companies. Checked 2026-10-19. See named comparisons.
Checklist
Schema checklist for your site
Use it to audit any mortgage site, ours or not. This site passes every item — it's built the same way as yours will be.
- Organization with logo, contact point and area served
- Person for each LO with job title
- Service per program and funnel
- FAQPage only where FAQs are visible
- BreadcrumbList on inner pages
- No AggregateRating without real, verifiable reviews
The rest of "found everywhere"
Which schema types should a loan officer site have?
At minimum Organization (or a FinancialService-style business type where it fits), WebSite, WebPage and BreadcrumbList on every page; Person for each loan officer; Service for each program or funnel; FAQPage where questions are visible; and Article on blog posts.
Can I add star ratings with schema?
Only for real reviews that are visible on the page and collected properly. Marking up invented or sample reviews violates Google's guidelines and FTC rules on fake reviews. Our sample reviews carry no rating schema.
Does schema improve rankings directly?
Google says structured data helps it understand pages and can make them eligible for rich results; it is not a ranking shortcut. The benefit is clarity — for search engines and AI systems.
What is @graph and @id?
JSON-LD can describe several connected entities in one @graph. Each entity gets an @id (a URL-like identifier) so a blog post can point to its author, who points to the company — one connected description instead of separate fragments.
Should my NMLS ID be in schema?
It can be included as an identifier on the Person or Organization where it is also shown on the page. We add it to match what your compliance team displays.
How do you test schema?
Every build fails if JSON-LD does not parse. At launch we run representative pages through the Schema.org validator and Google's Rich Results Test and fix warnings.
Does schema work on funnel pages?
Yes. Funnel landing pages carry Service, BreadcrumbList and FAQPage where FAQs are visible, connected to your Organization.
What happens to schema when I edit content?
Because schema is generated from the same data as the page, edits to services, hours or contact details update both at once.
No question matches that.
Try fewer words, pick "All", or send us the question — we answer within one business day.
Next stage: booked
Fast, findable, and built to convert
Every funnel we build sits on a site with Schema done properly. Book a call and we'll audit your current site against this checklist for free.
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