The importance of a well-written call to action

A website is a huge investment of time, money, and resources. For many, a website is the first impression a potential client will have of your law firm. Your website is the cover of your book, and let’s face it, people judge books by their covers all the time.

So you put a lot of effort into making sure your content looks good and you publish quality content, but what are you doing to encourage actual conversions once a potential client lands on your site.

An effective call to action can do just that.

What Is A Call To Action?

A call to action is any element on a website that encourages visitors to take action. For law firms, this action would be to contact the firm to request services. Essentially, it is a message that motivates potential clients to call.

A call to action can be text, graphic, banner or even a button.

Be Straightforward

A good call to action will tell the visitor, or potential client, exactly how you can help them, we are in the ‘helping people’ business after all. Describe what your service is and how it will help. If you law firm offers free consultations, educate the visitor on why a free consultation is a benefit to them.

Create A Sense Of Urgency

It’s a good idea to craft your call to action in a way that it motivates a potential client to act, and act fast. These deadline driven call to actions are often the most powerful.

Outline The Next Steps

Have you ever been part way through a process and just stopped because you were unsure of what was going to happen next? How is my information going to be used? Am I agreeing to something as soon as I click send? For this very reason it is import to make it clear to potential clients what is going to happen once they take the initiative to contact you.

Choose The Proper Placement

There are actually a few places on a webpage where a call to action can serve its purpose.

Above the fold: It’s always a good idea to have at least one call to action above the fold of a page, which is the area that is visible to users without needing to scroll. This will ensure that even is a visitor doesn’t read the full length of your content, they will see the call to action, which is arguably the most important part.

Integrated into the copy: Another common place you will see a call to action is right smack-dab in the middle of the content. This can be useful because the reader will be able to immediately draw a connection between the content and your call to action.

At the end of the copy: A call to action placed at the bottom of the page is also useful. This will be the last thing some users see on your page, and the last thing they remember.

A well-crafted and masterfully positioned call to action can be the difference between securing new clients and not.


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