Section 12, Final CTA: seven treatments
AISV’s copy is unchanged in five of the six; option E proposes a cut and says so.
The photograph goes in all six, and that is a rule rather than a preference.
cta-47103.jpg is a stock photograph of a PERSON, a man in a suit stacking bricks, and the client’s
instruction of 2026-08-27 rules out stock photographs of people including as placeholders. It has been on the page
since the first build and it is the last one of its kind: sections 7 and 9 have already lost theirs. No
replacement is offered either, because the only clean non-people file in the project is the towers and section 9
uses it two screens above; repeating it here would be worse than showing nothing.
Three paragraphs before the buttons is the other fault, and it lands at the moment of
conversion. AISV’s third line, "Take the first step toward greater legal confidence today", is not argument at
all, it is the instruction, and half the boards give it the weight that implies. Two solid buttons
side by side make the visitor choose before they have read anything, so every board keeps one filled and demotes
the assessment to an outline, which is what the hero already does.
Ground stays NIGHT. Section 11 above is white and the newsletter band below is gold, so the close is the only
dark thing at the foot of the page.
ACentred, no pictureThe page closes the way it opened. The hero is centred and so is this, so the first and last things a visitor sees speak in the same voice, and NIGHT with nothing on it but type is the most confident close available. The assessment drops to an outline so the gold button is the only filled object on the screen.
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BArgument left, an action block rightThe three paragraphs hold the left column and the two routes sit in a bounded block on the right, stacked and full width, under the label "Two ways to start". The reader is never made to choose between two equal buttons in a row; they are offered a first choice and a second. It is also the only board where the buttons cannot be scrolled past, since they sit level with the middle of the argument rather than under it.
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CThe swirl as the groundThe brand’s own mark at 13 percent behind the copy, the file itself and never a redraw, which is the rule that ended the earlier hero experiment. It gives the close a ground without a photograph and without a second colour, and the design direction already names the gradient and the swirl as the default when a section needs relief. Check it against the hero, the only other place the swirl could reasonably appear.
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DThe instruction promotedAISV’s third line is not argument, it is the instruction: "Take the first step toward greater legal confidence today." Here it stops being the third paragraph of a block and becomes the closing statement at 24px behind a rule, with the buttons directly under it. The section then reads as reason, reason, then act, which is the shape the copy already has and the current build flattens.
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EOne line and two routesEverything except the heading, the instruction and the buttons is cut. Two paragraphs of reassurance at the moment of conversion are two paragraphs between the reader and the button, and by this point in the page the argument has been made eleven times. It is the shortest close possible and the one most likely to be measured as an improvement. The cut is a proposal to AISV, who own the words.
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FThe slot kept, labelledFor the case where the close should carry a picture. The slot is drawn rather than filled, because there is no clean file for it: the only non-people photograph in the project is the towers, and section 9 uses it two screens above. What would fill this is a workplace or place the client supplies. Shown so the decision is made deliberately rather than by leaving a banned image in place.
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Image placeholder · 4:3A workplace or place, no people. Client-supplied: the project has no clean file for this slot.
GE’s structure, full copy, photograph full bleedPhotograph · needs a decisionE’s shape with AISV’s copy restored in full and the picture running full bleed down the right: a true half of the screen, floor to ceiling of the band, touching the viewport edge with no wrap, padding, radius or border between. Same mechanics as sections 4 and 9. Read the caution before the layout. This is the frame removed from every other board on this sheet. The client’s instruction of 2026-08-27 is "Stock images are fine, just please no stock photos of people". What the frame actually shows is a hand, a sleeve and a tie, with no face, which is the same borderline that the hand-and-dominoes image sits in and which was flagged earlier as needing a decision rather than an assumption. It is still a person, and the client said people, not faces. That is a question for the client or for Rian; the layout cannot settle it, and it should not reach the client unlabelled. If the answer is no, delete the img and the section closes on type like boards A to E. Separately: this would be the page’s FOURTH full-bleed section after 2, 4 and 9, and three was called the limit earlier in this build, so one of those should come back inside the container if this is chosen.
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If you want one: D. It acts on a hierarchy AISV already wrote instead of inventing one, it
puts the instruction and the buttons together where a close should put them, and it needs no picture, no second
colour and no cut to the copy. A is the pick if the page should end in the hero’s voice; E if the copy can be
shortened and AISV agrees.
