How to Use Calls to Action in Your Law Firm Marketing

When you publish any web content, the purpose is to find new clients. Even if a piece of content isn’t one that directly gets people to sign with your firm, you want them to do something — staying in touch, reading more blog posts, etc. A call to action is what gets you there.

This blog is provided for general information only. Always talk to a laywer or other appropriate professional before making decisions.

Call to Action Defined

Call to action is a pretty literal term. You’re calling someone to take some kind of action.

A call to action is like the end of your closing argument when you ask the jury to go back and do justice for your plaintiff or find the defendant not guilty. You can have a very strong argument with overwhelming evidence, but you still need to make the ask.

On the web, a call to action is when you say “contact us to schedule a consultation,” “subscribe to our newsletter,” or “read this article to learn about this related topic.”

Where to Put a Call to Action

Where to put a call to action is a very important decision. You want people to actually see it.

You know that aisle in your grocery store that you haven’t been down in years? Putting a call to action in the wrong spot is like them trying to sell you a new product by putting it in the middle of the aisle.

End of Content

Most lawyers use a call to action at the end of their content for a good reason. Once people get to the end, you don’t want them to go away. You want them to keep interacting with you.

The flip side is that not everyone makes it to the end of your content. Maybe they already found the answer to their specific question. Maybe they have a short attention span or don’t want to do research. You’ll usually want to have additional calls to action.

In Content

Putting calls to action in content is useful but requires balance. You know how when you’re just starting to look around a car lot how you don’t want a pushy salesman breathing down your neck? Don’t be that guy.

There are two ways to do in content calls to action.

  • Subtle: “This legal issue typically turns on X, Y, and Z. Ask a lawyer (link to contact page) for more details on how Z applies to you.” [Continues discussion of other legal issues.]
  • Call to action button: Separate button saying to contact us.

The advantage of a button is that it both does and doesn’t interrupt the content. People are used to reading content with ads and just skimming over the ads. But if they’re looking to buy now, they’re more willing to give things that look like ads a look.

The advantage of the more subtle approach is that it comes across as less pushy and more naturally flows from your content.

Sidebars

Sidebars look like great spots to engage your visitors when you’re building a website. The problem is that people don’t actually look at them. That’s why Google removed sidebar ads from its search results all the way back in 2016.

When it comes to law firm calls to action, you do have one advantage. People are already looking to buy from you.

Think about a sidebar like the free sample lady in Costco. When you’re just trying to get in and out, you avoid making eye contact. If you’re interested in something specific or trying new things in general, you’re not only willing to stop but might even look around to see where the free samples are.

Best Call to Action Location for Law Firm Websites

Now that you have a general understanding of the pros and cons of different call-to-action locations, you probably want to know which one works best. The answer is so clear that there’s even a Latin term for it — dependet.

It depends on

  • Your practice area
  • Your target demopgrahics
  • Your website design
  • The type of content

Outside of the general ideas above, you can never know what will work best on a particular website or social media platform unless you try it. To track your results, you can

Best CTAs for Attorneys

Just like locations, the best CTAs to use will depend on the specific situation.

On Blog Posts

Your blog posts will generally fall into two categories — posts targeted towards people with immediate legal issues and posts educating people and building awareness for the future.

If you have a post targeting immediate legal issues, that’s where you want to use the hard sell CTAs like “Contact our aggressive car accident lawyers now for a free consultation to protect your rights and get the maximum compensation.”

For educational posts, you might want people to “Learn more by reading the next post in this series” or “Sign up for our newsletter to get the latest updates.”

On YouTube

Handle YouTube content like blog posts with one extra consideration. More subscribers boosts your visibility on YouTube. You’ll also want to include a lawyerly way of saying, “Smash that like button and hit subscribe.”

In Webinars

Like blog posts, webinars can have multiple marketing purposes. If you’re targeting lawyers or professionals in related fields to build referral sources, you might want to build a newsletter following or have people add you on LinkedIn.

If you’re targeting potential clients, handle webinars like blog posts or YouTube content.

Finding the Best CTA

Just like with locations, you’ll need to experiment to find the best call to action. When setting up your location tests and tracking, don’t just use one call to action per location. Use two, three, or even more.

Let each run for a few hundred or few thousand page views, then pick a winner.

Conclusion

You wouldn’t end a trial without asking the jury to find in your client’s favor, so don’t end your web content without asking your readers to do what you want. Finding the right call to action for the right spot can help you get even more clients. If you don’t have the expertise to set this up or the time to manage it, hire a digital marketing specialist to help you.