I’m working on a website project for a client who owns a bail bonds company, and I’m trying to decide what kind of design direction to go with. She specifically asked me to look at a few existing sites that she knows convert well, but they’re all very different styles.

Here are the examples she pointed me to:

• ABBA Bail Bonds – Clean, straightforward, and feels professional.

• Mothers Bail Bonds – A little more “pretty,” clearly targeting women.

• Jane Un Bail Bonds – Has that older, kind of outdated look, but apparently some people trust that style because it feels less “risky.”

My client is a woman and wants her site to resonate with her audience while still converting well. I’m torn between going with something clean/professional like ABBA, more feminine like Mothers, or intentionally a bit “old-school” like Jane Un.

For those of you with experience in design/marketing (especially in service industries where trust is critical), which direction do you think makes the most sense?