HOW SHOWING A TEAM MEMBER INCREASED LEADS BY 79%

Summary from the TLDR Marketing newsletter

Showing the person behind a service can make a landing page more persuasive when customers need reassurance before taking action. For a financial services client, replacing a calculator-focused headline with “Is equity release right for me?” and introducing a real information team member increased completed leads by 79%. The test worked by bringing the team's reputation for empathy and clear guidance onto the page before visitors had to contact them. Identify persuasive assets that already exist in the business and surface them where prospects need reassurance.