The firm’s web site is dense, dense, dense with text. 

The only photos on A&G’s home page are at the bottom right hand corner, which features nine black-and-white headshots of “some of our partners.”  The headshots look like something out of a 1950s high school yearbook, including the stoic-looking Martin Gerel.

“We’re a big time law firm devoted to helping the little guy,” the web site proclaims.  But we “little guys” would be more than a little intimidated by the content of the site.

The Ashcroft & Gerel sight reminds us of commercial fishing nets, designed to haul in as a large a catch as possible.  Thus A&G lists 1,001 (or so it seems) types of claims it can handle right on its homepage, including:

-- Defective Medtronic Sprint Fidelis defibrillator leads.
-- Babies injured because their mothers took Selective Serotonin Reuptake Inhibitors during pregnancy.
-- Salmonella contamination of peanut butter.
-- Dangerous drugs including Avandia, Vioxx, Celebrex and Bextra.
-- MRI dye skin disorders
-- Etc., Etc., Etc.

The A&G website comes across as the ‘yellow pages’ of pain and suffering.  But we doubt visitors really want to try and digest all that A&G has to offer.  More likely, they have a specific injury or ailment and they just want to know what A&G can do directly for them. 

By trying to be all things to all personal injury victims, especially on its homepage, A&G is really not much to anyone. 

Our recommendations:  Play up your overall experience and the advantage of size.  Don’t “itemize” all your capabilities on your homepage.  Add some recent color photos of your team in action – not just headshots.   Help potential clients visualize themselves working hand-in-hand with your firm for justice and financial remuneration.

A&G may truly be one of the nation’s best personal injury law firms.  But you’d never know if from its website.