I think your second effort is a bit of an improvement. It’s more immediately clear what it is you do and what you’re offering. But there is still room for more improvement.
There is still too much going on with this page. You talk about the benefits of this type of loan, then move into home renovations. And you have a call to action to speak with a financial professional, another to follow you on Pinterest, and a third to apply now. Plus you have links to a Pinterest board and a remodeling magazine, plus a pop-up when the page loads with yet another offer and CTA. What exactly is it you want the user to do? Pick one thing and focus on that.
The top of your new page seems best geared toward people at the top of the funnel. If you are targeting them, then I would create a more compelling offer based on their needs. For instance, you could create some sort of educational lead magnet like a free guide to Home Equity Loans or something along those lines.
If you are targeting people further down with a start the application CTA, then you need to provide much more information. You don’t even mention your rates or why someone should choose your organization over another.
With your form, you should be specific about what happens when someone fills it out. You mention speaking to a finance professional, but it’s vague. What exactly is that conversation going to be about? Are they going to get a hard sell? Why would they want to talk to that person? And what happens after they submit the form? The phone number isn’t a required field, so they may not get a cal? Will they get an email to schedule a call? What is the timeframe that things will happen? And if the goal is to get someone on the phone, why don’t you have the phone number on the page?
Keep working and testing things. Best of luck!