“You Look Like a Serial Killer!”
My girlfriend constantly harps on me about this; Clean up, wear a suit, cut your hair, shave your beard, you are 31 act like it.
I don’t listen…but maybe I should?
While training a consultant for my new startup – MyNewExpert – we were researching potential leads when we came across a website of (hopefully) a future client. The website was stellar, but both of us made a quick joke about the first photo on their homepage slider.
“Wow, he looks like a serial killer” came out of my colleague’s mouth.
I replied, “And he’s a lawyer!”.
(for laughs, I did a “similar image search on Google images, and this came up!)
Further research showed that we were not alone, at least that was our assumption.
When comparing the website of the “serial killer lawyer” to their competitors they are killing it (sorry) when it came to traffic comparisons. They are taking at least 70 to 80% of the web traffic share in their vicinity.
But we noticed something else. Something we had never seen before in the web traffic analysis
An 89% Bounce Rate.
According to an Inc.com article: “As a rule of thumb, 50 percent bounce rate is average. If you surpass 60 percent, you should be concerned. If you’re in excess of 80 percent, you’ve got a major problem.”
9 out of 10 visitors were leaving their website! Why?
The site looked like a goldmine. It was mobile friendly on our phones, responsive and looked like they paid a good amount in design. The only thing we could conclude was that “face” on the homepage was turning people away.
So we tested it.
We sent their site along with two competitors to 25 people in our contacts.
Every single person brought up the photo.
“He looks angry.”
“He looks bored.”
“He needs botox.”
Every single person complained about this gentleman.
“He’s very handsome but that picture on the homepage makes him look evil.”
No one want an evil Lawyer (insert joke here).
We calculated based on conversion factors and average lawyer fees that the “Serial Killer Lawyer” was losing about two million a year.
I’m no stranger to this dilemma. I even have had clients comment on my appearance. In my twenties, I thought I could ride the rock star look. In my thirties, my gut and tired face don’t agree.
Take the time to evaluate what might be your potential patients’ first impression of you…trust me it’s worth it!