America’s largest injury law firm, Morgan & Morgan, was seeking to redo their car-accident landing page. The original landing page needed some major copy (and design)-doctoring. The page was a bit cluttered with information and didn’t give off feelings of empathy and strength that the site visitors so badly needed to see. The goal of the landing page redo was to encourage leads to “call now” and learn more about how they can help them recover their financial losses and set them up for a successful future. I was excited to make a difference in this category with messaging that would not only drive more sales but truly help those in devastating situations.
I took a deep dive into Morgan & Morgan’s current marketing materials to drive the concept for their new landing page. They were looking for something a little more human and relatable while maintaining their image of power and strength, so I strategized and wireframed the landing page to emphasize these two concepts. I wrote the customer journey, used persuasive yet sensitive language, and included crucial social proof of video testimonials and winning cases with accurate (and impressive) data.
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