Best Practices for a CTA for Law Firm Websites

The web designers at our digital marketing agency know that CTAs for law firm websites are one of the smallest, yet most important elements. All your efforts to build an SEO strategy and write helpful content must be rewarded by the reader’s decision to click the CTA button and schedule a consultation.

Today, we will discuss the most effective tips for writing a call to action (CTA) that persuades users to tap or click. These are the key elements of a successful CTA.

1. Use Powerful Words

Powerful words in advertising are words that motivate people to take action. The most frequent words a lawyer website can use in the CTAs are:

  • Free
  • Now
  • Easy
  • No obligation
  • Your.

However, whatever combination you use, it must be 100% genuine and describe accurately what the user will get. For example, the CTA for a free consultation must involve no obligation to sign a retainer agreement or leave a positive Google review.

2. Create a Sense of Urgency

The sense of urgency is not only a marketing technique but a practical matter in personal injury or workers’ compensation cases. Most people are unaware of the existence of statutes of limitation for filing a lawsuit.

By using words like “today” or “now,” you can convince a law firm blog reader to schedule their free case review in a timely manner. This will give you the time to evaluate their case, file the claim (if you take the case), and still have sufficient time left to file a potential suit.

However, it is important to avoid making your website call to action sound aggressive. People are persuaded by a powerful message but tend to draw back and reconsider if they feel pressured.

creating an effective CTA involves a lot of testing

3. Include a Value Proposition

If you want to get more qualified leads converting to clients, make sure to offer a small incentive for clicking the CTA button. For example, offer a downloadable guide helping the person prepare for the free case review so that they can make the most of it.

Offer simple and actionable advice such as:

  • Documents they should bring with them
  • Questions they should consider asking the lawyer
  • Questions the lawyer is likely to ask them
  • Directions to your law office by car or public transportation.

4. Use Simple Words and a Short Form

The purpose of the call to action is to determine a person to do something. The most effective CTA buttons are those that say it clearly and in a few words. Also, effective CTAs include a short form to fill in.

People feel uncomfortable if they are asked to provide too much personal information from the very beginning. The ideal form for scheduling a free case review should ask for:

  • The name
  • Email address
  • Phone number
  • A short description of their case
  • Optionally, the possibility to upload copies of evidence they have.

5. Proofread Everything Very Carefully

The most carefully crafted CTA will be totally useless if it has a blatant typo or grammar error. Since this button is designed to stand out on your law firm site page, you can be sure that every reader will notice it.

It does not matter how small the error is – it is blatant proof that you did not pay attention to details. So, how can the user trust that you will pay attention to the complex details of their case and find the best solution to secure a favorable outcome?

Thus, all CTAs should be proofread – ideally several times, by different people.

We Create Effective CTAs for Law Firm Websites!

EverConvert is here to assist you with your digital marketing and SEO efforts while you focus on winning your clients’ cases. We have extensive experience in the legal field and know how to craft effective CTAs for law firm websites.

Do not lose any potential client by reason of leaving your site without taking action. Call us today and schedule a free in-depth marketing assessment with us!

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