Legal marketers have to accept that not every website visitor will convert into a client. At least not right away. Even if you have qualified traffic coming in, some people are bound to leave your site without contacting you. That means a general “contact us” may not be the most effective call to action to close out your blog. In fact, HubSpot research shows that a majority of blog visitors fall into the consideration stage. In general, these prospects are not yet ready to speak to you or learn about your services. Rather, they are simply looking for information on how to solve a problem; they are in the awareness or evaluation stage. So rather than letting these website visitors go, try using your website (and especially your blog) as a lead generation tool. Here are 10 compelling calls-to-action for law firm blogs that will help you do just that.
1. “Smart” CTA
This requires having a marketing automation platform in place. For example, HubSpot allows users to implement buttons specific to the visitor’s stage in the buyer’s journey. In this instance, a new website visitor is shown a call-to-action that leads to a lead generation offer, such as a whitepaper. Meanwhile, a warm lead is offered a free consultation and a current client is directed to another piece of content, such as a checklist or editorial calendar template.
If you’d like help figuring out whether marketing automation is right for you and how you can implement it, check out this free on-demand webinar: What Is Marketing Automation and How Can It Benefit Your Firm?
2. Urgency-Based CTA
Similar to the ‘smart’ CTA, this is a CTA positioned around a free offer like a lead magnet. Consider adding a sense of urgency to download the lead magnet. So for example, if your webinar is in a few days, make it apparent that users must register before spots fill up if they want to learn more about the topic you discussed.
3. Social CTA
It’s always useful to have people connect with you on social media, so help them to do so! Make it as easy as possible for readers to follow you on social media by providing icons and links at the bottom of your content.
4. Subscribe to Blog CTA
If someone lands on your blog, it stands to reason that the information you share is useful to them. Make it easier for them to keep up with your content by allowing them to subscribe to your blog via email. Make the “subscribe to” CTA as clear and short as possible.
5. Consultation CTA
Does your firm offer consultations for those interested in your services? Consider including a CTA that offers a consultation to those that are interested in learning more about your law firm’s services.
6. Comment CTA
It’s not always about you. Don’t fall into the trap of constantly asking your visitors to do things for you. Engage with them by asking them to comment on blog posts. Ask specific questions to get readers to share their thoughts on your latest legal blog content.
7. A Slide-In CTA
This is a newer type of CTA that slides into the bottom corner of content once you’re done reading. They are not an annoying pop-up, but a small, non-intrusive mention of something to download, or a similar CTA. There are a variety of tools offered online to implement this sort of CTA.
8. In-Line CTA
Sometimes the most effective call-to-action can simply be a link within your blog post that provides more information on a given topic. Typically written as “learn more.”
9. Sidebar CTA
Occasionally, there are CTAs that may be relevant for your company but aren’t key to the content of your blog post. The sidebar of your blog is a great area to place these CTAs. If you’re asking visitors to take a step that’s not directly related to the content of the blog, it can make sense to tuck these into a sidebar of the site.
10. Practice Area CTA
If your blog is talking about an issue that connects to one of your practice areas, consider linking to that practice area page so users can learn more about how you can help them with the given topic.
Tips for Writing a CTA
A call to action is a very important part of your law firm’s blog. It can be the difference between someone moving along the buyers’ journey versus becoming a stale lead. Ensure you follow copywriting best practices and use engaging language. Here are some tips:
- Proofread, proofread, proofread- don’t forget to ensure your CTA is free of typos and errors. Any mistake is likely to cost you credibility with readers.
- Use power words- These words have a powerful way of evoking emotion. Use words like free, new, easy/ease, discover, sneak peek, insider, increase, effortless, simple, expert, etc.
- Use a timeline- include words like ‘now’, ‘today’, and ‘before’, to create a sense of urgency and imply that readers should take action as soon as possible.
- Make next steps easy- consider including a button or an easy-to-view link. Your links should always appear in a different color and possibly be bolded so users can easily see what they need to click on for next steps.
- Include a value proposition- just saying ‘Download Now’ usually isn’t enough to get users to take action. Make sure to include what the user will get in return for them taking next steps. (Ex. Download this free eBook now so you can unlock insider tips on how to file a personal injury lawsuit.)
- Lead into it with a question- sometimes just dropping a CTA with no lead-up can be jarring if it hasn’t been positioned well. Consider including a prompting question beforehand that helps the reader follow your logic and become more attuned to taking next steps.
Make your online presence a true lead-generation tool by implementing actionable and valuable calls to action in your law firm blogs. Test different copy, design, and placements to see which works best. If you’d like more hands-on help writing blog content that converts, contact us today for a free consultation. We have some of the most experienced legal writers in the industry who can help you write, publish, and optimize your blog.
This post has been edited and republished from Jul. 6, 2021.