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How to Make Your “Call to Actions” Not Sound Cheesy

January, 15 2018
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Jo Stephens

After the content is written and the website is active, how are you going to generate visitors into paying clients? By implementing a call-to-action, of course!

What is a “Call-to-Action”?

A call-to-action, or CTA as it is commonly known, is exactly as it sounds: an encouragement to get people to act on a specific action. Whether that’s signing up for your mailing list, calling to set up an appointment, booking services, etc.

Unfortunately, most law firm sites slap a generic CTA on the end of their content with something like “Call now!” Not only is that impersonal, it’s one of the worst things you can do in attorney marketing.

What Should Legal Websites Include?

The best legal websites make a habit of including CTA’s seamlessly into the content itself, such as a statement of “We can help you determine your liability” when discussing accidents. It’s a challenge to call without the pushiness and obvious nature of a regular CTA.

Make sure that when you set up your CTA, there is a link, number, or way to contact your company. Also, make it specific (i.e. “Call” or “Fill Out” or “E-mail”), urgent (i.e. “Now!”) and incentivized (i.e. “to receive…”). Good law firm website marketing gives the client something before they receive something.

Where Can I Go For Inspiration?

Look for other law firm sites in your niche that advertise services, so peruse their websites for ideas on how to implement them in your site. Look at hyperlinks, bold statements, phone numbers, or anything which creates a bridge from the client to you.

You should also consider writing a post about a specific topic and include a CTA at the end, such as one on premises liability and then end it by asking “Is that you?” Put your CTA after that as a way to contact you to receive help.

Any Other Ideas?

Don’t be afraid to get creative. Most consumers are talented at being able to spot and ignore a CTA that is blatantly a CTA, so consider for a couple minutes on how to attract the most attention. Optimize for mobile, convey enthusiasm, and finally, make sure the way to contact you is valid. The last thing you want is a broken link that takes a potential client nowhere.

Do you want to see your site with a new look?