One photo of a real person lifted leads 79% on a financial page
A landing page for a UK financial services company made one change: swapped a number-focused promise for a photo of a real team member asking the question visitors were already thinking. Leads went up 79%.
The Setup
The client arranges equity release for homeowners in later life, working through partnerships with established consumer brands. The original control page led with a numerical promise. The research uncovered that visitors had a different question in mind entirely, and no face or person to connect with on the other side of the form.
The variation replaced the headline promise with the question the research showed visitors were actually asking, and had a real member of the information team ask it for them directly on the page.
The Operator Takeaway
For any landing page where trust is the conversion barrier, a real person visually present on the page can outweigh a cleaner value proposition. Equity release is a high-stakes, low-frequency decision. If your product sits in a similar category (financial, legal, medical, high-ticket services), the face-to-form connection is worth testing before you optimize copy further.
I’m founder of BizStack at Cagri Sarigoz LLC and a passionate advocate for entrepreneurs.
With over 14 years in tech, marketing, and AI, including my role as Head of SEO at CitizenShipper and co-founder of TaleBot at Intale AI, I’m dedicated to sharing genuine, useful product insights and tips.
At BizStack, I aim to cut through the digital noise to provide clear, actionable advice.
And more than all else, I’m a father to a (always) little girl and a husband.
Contact me at [email protected] for assistance.
