Building a well-designed, visually appealing website takes time.  It’s the foundation of your digital marketing strategy, so you want to do it right.  You have to consider your target market, potential keywords and how to best communicate your value proposition – certainly not something that can be in one brief planning session!

Law firms invest good money into creating a user-friendly website that’s intended to wow potential clients.  And after all the time and money are invested into a site, we often hear this same complaint again and again: “my website isn’t generating the number of leads I thought it would.”

Talk about frustrating!

You were envisioning a steady stream of leads that would supplement other marketing activities and keep your staff busy.  Digital marketing has been touted as the most effective way to reach consumers.  So what’s missing?

If you’re actively blogging with the right keywords and generating quality traffic to your website, shouldn’t you be converting that traffic into leads?

Over the years, we’ve looked at hundreds of law firm websites, but we’ve found that many of them are missing a crucial ingredient that makes them effective at generating leads.

They don’t use effective calls to action. 

What is a call to action?

A call to action (CTA) is an image, button or line of text that prompts your website visitors to take action. It is, quite literally, a “call” to take an “action.”

The action you want people to take could be anything, but the most common CTA that law firm’s use is the standard ‘Request a Consultation.’

Now, don’t get me wrong, that’s an important CTA to include on your website.  If someone is ready for a consultation you definitely want to include that.

But most website visitors are still in the awareness stage of the buyer’s journey (part of the inbound marketing methodology).  They are aware that they have a legal issue, but they are still doing some preliminary research.  They are nowhere near ready to speak or meet with you!

Consumers today spend quite a bit of time educating themselves (remember that’s why you are blogging) and researching all their options.  On average, consumers use 10.4 sources of information before making a buying decision.  It’s your job to move these leads through the buyer’s journey and convert a percentage of them into paying clients.

The best way to move them through the buyer’s journey is to include more effective calls to action on your website.


What is an effective call to action?

An effective CTA considers the buyer’s journey and what information would be helpful for the visitor.  Rather than a consultation, it would be more appropriate to offer an eBook, white paper, newsletter subscription or attendance at a webinar or seminar.

These types of content will give website visitors the information they need to progress through the buyer’s journey.

So instead of a generic, one-size-fits-all CTA for a consultant, get specific and address the questions and pain points that your target market (buyer personas) are facing.

Provide quality content paired with a CTA that can convert visitors into leads. 

Sidekick conducted an analysis of over 93,000 calls to action and found that calls to action targeted to the user had a 42% higher view-to-submission rate than calls to action that were the same for all visitors.

These targeted CTAs are what’s known as ‘smart CTAs’ which are a feature of marketing automation software, something every law firm should be using

Smart CTAs allow you drive more conversions by using dynamic CTAs that are personalized for each website visitor.

But even if you are not using marketing automation, that shouldn’t stop you from creating downloads and offers that are more appealing to your target market.

Here are a few things to consider when building effective calls to action:

  • They should be eye-catching and visually appealing
  • The should communicate the value proposition
  • Use text that makes the visitor act – i.e. ‘Download Now!’ or ‘Get Your Copy’
  • The CTA should go to a landing page with a contact form for capturing the visitor’s information

Creating quality calls to action with coordinating content offers will take time, but once they are live on your website, they have the potential to convert traffic into leads for years to come.  Spending time on this is a very wise investment.

Final thoughts

We’ve mentioned inbound marketing a few times in this article.  Inbound marketing is a methodology where you attract potential clients to your business with blogs, white papers and social media.

Once you convert visitors into leads, you begin to interact with them as they are making a decision about which law firm to hire.  This emphasis on content helps position the firm (and its attorneys) as the expert.

As you nurture your leads, you close the clients who are the best fit for your firm.  And you delight them with excellent service and establish an ongoing relationship that helps build your law firm’s brand.

Essentially, the inbound methodology helps consumers go from searching to buying, and then to promoters of your brand – which couldn’t be done without effective calls to action!

Remember that the number of leads your website generates is just one metric you should be tracking.  Check out our previous article on other important marketing metrics you should be measuring.

Have more questions about law firm internet marketing?  Leave a comment below and we’ll be sure to respond!

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