One very common mistake in internet marketing for personal injury attorneys is the “fire hose” approach to website design. The fire hose approach to website design is putting everything on the home page. Listen, it makes sense to you but not to an accident victim with no experience!
I think this fire hose problem comes from a variety of sources.
First, applying the “shopping cart” mentality to your website. I know you handle many types of cases, but if I was in a car accident I am already confused. Having information about mesothelioma, 18 blog posts, 25 different badges that mean nothing to an accident victim, and way too much navigation on your homepage turns the potential client off. The potential client hits the back button. Buh Bye.
The second reason you probably put all of that on your website is you don’t want to lose potential clients. Well, we can go back to the shopping cart mentality. Is EVERYTHING on the home page of Amazon.com? No. Is every movie on Netflix home page? No.
It’s kept simple.
Simple and clean website design is nicer on the eye and provokes good emotions. Remember, people buy with emotion. Do you buy more when you are confused?
The scientific reason to eliminate the “fire hose” methodology for you website is delicious jam flavors.
According to a study of jam sales, shoppers buy more when presented with less choices. While it seems counterintuitive, think about it. Someone does not have to stay on your site. If they don’t know the next step, or there is too much information, a visitor may leave. They will move on to a simpler site.
So, what to leave on and what to take off? Decide on the types of cases you want and tell a story of how you are going to help the visitor. Then find a website designer that understands the needs of personal injury law firms. The buying process for hiring your firm is not completely the same as buying jam, but the neuroscience is the same. Too many choices most likely will equal no decision. Get a plan and get rid of the fire hose.