Profile photos that convert better
🧠 Psychology says to show your teeth
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Smiles That Convert
Insights from Ariyh
Looking to increase bookings for your service-based business? One simple shift could move the needle: smiling profile photos. Research shows that the presence of a warm, genuine smile—especially from male hosts—can significantly boost trust and conversions in hospitality and service listings.
📸 Steps to Optimize with Smiles:
1️⃣ Choose the Right Photo: Pick a headshot where the host or provider is smiling naturally. The photo should feel welcoming and not overly staged.
2️⃣ Prioritize Placement: Add these photos to your “About,” “Team,” or “Book Now” pages—anywhere trust and warmth matter most. They also work well near CTAs and messaging sections.
3️⃣ Consider the Context: For services where capability matters (e.g., legal, financial), opt for a softer smile that conveys both warmth and confidence. In roles where friendliness is key (e.g., hosts, wellness professionals), go for a broader smile.
4️⃣ Tailor by Culture: In individualistic cultures like the US or Australia, big smiles signal enthusiasm. In collectivist cultures like Japan or Korea, a calm smile communicates respect and reliability.
5️⃣ Focus on Male Service Providers: The smile effect is strongest for male hosts, as people tend to perceive them as less warm. A smile helps close that perception gap and build rapport faster.
6️⃣ Use in Ads and Listings: Place smiling photos in service ads or booking platforms like Airbnb or Class Pass to encourage higher click-through and booking rates.
The Takeaway
First impressions shape booking decisions—and nothing builds trust faster than a smile. Whether you're selling hotel stays, online coaching, or retreats, adding a smiling face can humanize your brand, lower uncertainty, and increase your chances of converting new customers.
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