You literally just have seconds to capture the attention of a potential client who finds your content online. It’s one reason that writing great content for the internet is so vital to your online legal marketing.
But when you have a potential client’s attention and they’ve read your content, what should they do next?
It’s important to guide your potential clients. You should guide potential clients to your website and blog by writing content that answers their questions. But you should also guide potential clients once they arrive at your law firm’s website.
That’s where a good Call-To-Action (CTA) comes in. In online law firm marketing, your CTA guides your reader as to what they should do next.
Here are three tips to create more effective calls to action that can turn web visitors into potential clients ready to contact your law firm.
Use Action Verbs That Are Specific& Be Specific On Law Firm CTAs
Law firms on the web can increase engagement by giving potential clients options. Potential clients often prefer having choices about what they can do on your site, as well as how to receive information.
You can create attention-grabbing CTAs that help potential clients access valuable information. CTAs guide readers and give them choices.
One of the best ways to do this is to create CTAs that use action verbs. Here’s an example. You may have written an ebook you’d like your potential clients to download. You could choose to write something like, “Click here to see our ebook.” A CTA that encourages a potential client to do something is more compelling: “Download our ebook on [topic] now.” The action words being “click here” and “download” respectively.
A CTA like the above tells potential clients several things: your ebook is available, the ebook’s topic, and how they can learn more. An encouraging CTA and the ebook’s information can compel them to reach out to your firm.
Here’s another example. If your law firm sends out a weekly email, you might choose to write, “Subscribe to our weekly email.”
That CTA isn’t compelling. It doesn’t tell a potential client what benefit the subscription would provide them. Instead, encourage them to subscribe so that they can learn about a particular topic. Web visitors may be more willing to give you their information because they understand EXACLY what and how they’ll benefit.
Tell Your Potential Client What Happens Next
Expectations can be important for potential clients. This includes the expectations they have when they engage with you. Will they need to provide information to receive your downloadable ebook?
Will there be a lengthy signup process? Do they need to provide you with their email address to receive that extra information? Will the ebook download to their computer? Will they need to check their email and click on a link to receive the ebook? It’s a good idea to communicate with potential clients about what to do next and what that process is like. Transparency creates a sense of trust, as does extra information that you provide them.
Think Carefully About CTA Design On Law Firm Websites
Your CTA’s wording can mean the difference between a potential client converting or not converting. Your chosen color scheme is an important element of attracting potential clients, as well. Attorneys may want to choose designs that make a CTA stand out on a page or choose a brightly colored CTA button.
Elements such as size and placement can make a difference, too. Higher conversion rates may result when a larger call to action button placed in an area that a web visitor is likely to see. CTAs placed in an inconspicuous part can make it difficult to contact your firm. Your website visitors need clear directions about what they should do next.
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