We are surrounded by a sea of companies all trying to get our attention, and most of them are just copying what most in their industry are doing because they haven't thought things out.
If your headline and sales copy could be used by your competitors, you're not giving buyers any compelling reason to buy from you. You must emphasize what makes you different.
Likewise, your photos must do the same. They should convey some of the "personality" of your business, and it must be obvious to the person viewing them that these photos are of real people and show your real facilities. That's the only way to foster trust, which is exactly what stock photos do not do.
Your photos should also have captions whenever possible, as they're read much more often than sales copy. This way you can communicate many of your benefits whether all of your sales copy is read or not.
