Jam and soup everywhere

You know the moment when you walk into a supermarket intending to buy some soup? You’re bewildered by the range of fresh soups in the refrigerator aisle and the tinned ones in the soup aisle. You maybe want jam and can see 40 different jam jars of different makes and flavours.

You buy neither soup nor jam as there is too much choice.

That is apparently called Hick’s Law (not Coles Law) and it’s why when we’re faced with fewer choices of jam and soup in a Londis, Co-op or Tesco Express, we make a purchasing decision.

“Sorry they didn’t have Bonne Maman Blackcurrant so I bought Hartley’s Strawberry.”

That’s Hick’s Law

Hick’s Law, put simply, states that the more choices we present the longer it takes to make a decision.

So why am I banging on about jam and soup, choices and decision making?

Hang in here.

Your website and Hick’s Law

Often when I get assigned a new project of redesigning a website, the existing offering is a mess of soup and jam, The header menu is crammed with choices of pages and to confuse further there are sub menus running off it:


Bad User Experience

Now that menu example above is obviously apocryphal but you get my drift. Too often, Home and About are followed by Services with multiple sub tabs and what was clearly seen as logical and cutting edge in 2005 or 2015 looks a bit of a mess in 2020.

With any redesign, you want to preserve the permalinks; like URL/services but you don’t need to continue with URL/services/jam/strawberry for example.

Less is more.

The Ideal Menu

Convention clearly states a menu should begin with Home (which shouldn’t have some shitty URL/home attached to it); About (Meet the Team, mission statement, testimonials), Other Pages with Products and Services, Contact.

I think the Contact Form is a convention but one that with clickable email addresses will become quickly superfluous. The contact form does invite spammers and the less confident to get in touch as it gives a clear structure to complete. But is it needed when you have active social media channels and an email inbox on your smartphone? Not really.

Keep the Permalinks and Content

What I always do when someone asks me to quote on a website is apply Hick’s Law first. If there is too much soup and jam, I draw up a plan in my head to put the menu and website on a diet and make it a better and faster experience for visitors. I don’t bin the content as it’s been indexed. I retain it, add to it and improve it.

What does a rebrand cost?

Typically from £500 to £1000 plus VAT. I can sharpen your logo so it renders on all devices, change the menu and site structure, add better calls to action, add alt tagged high resolution and compressed images, submit a sitemap, embed Google analytics and social media channels for about a fifth of the cost an agency will charge you.


I have fewer overheads than an agency, I have no commute, no sick days, no bellend workers who mess up and have to be monitored on your project. Get Pro Copy Ltd sounds like a team – but it’s me, Stuart Walton, an uber motivated middle aged English graduate who is utterly driven to produce the best results for in the most cost-effective way.

Join the queue

I currently have a long queue waiting for fewer jams and soups from me, but what I’ll produce won’t be Tesco Value quality it will be Fortnum and Mason – but without the prices.

If your company or personal website is a pea soup of choices, a veritable jam of confused pages, ring me on:


or email: [email protected]

And if I’m not swimming or swooning in Apple (a great example of less is more), I’ll respond quickly.