Hi again Sidney,
I’d be careful testing ideas that aren’t supported by any customer data or insight.
You could start by running a Feedback Poll on your landing page asking people what’s most important to them. In the feedback poll give them 3 possible answers. One if them will be “The fact that we are a family-run business”. The two other possible answers should be two other aspects of your business/product that you think will resonate with your target audience.
The replies will give you some qualitative insight to help you understand which aspects actually mean something to your leads. Once you have that in place you can start testing it in your ad copy and on your landing page to see if it has a measurable effect on conversion.
Based on experience (and no data), I don’t think you’ll see any major effect by simply changing that one line. I believe that there are deeper issues and would go more drastically to work.
I checked out your landing page, and my initial reaction was “Why should I trust these guys?” followed by “How do I know these guys are legit?” I don’t know for a fact, but I have a sneaking suspicion that others will react the same way.
The first thing I would do is ask myself “How can I increase credibility on this page?”
Hope that helps :)