Four Different CTAs for Law Firms

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Four Different CTAs for Law Firms

Written by™



A CTA or call-to-action is an essential part of any marketing campaign. Turning interested visitors into actual clients depends heavily upon how effective a CTA actually is. A great way to test the effectiveness of a particular CTA is to try out different CTAs, track the results, and compare. This process is referred to as “split-testing” or “A/B testing” and can help a law firm identify which CTA is more effective. The same method can be applied to the design or format of the landing page, language of the CTA, and more.

Four popular CTAs for law firm landing pages include:

  1. A call to email. Including an intake email address or a button that will take them directly to a place where they can email the law firm regarding questions, consultation requests, and more can be an extremely effective CTA. It should be noted that including the actual email address on the landing page rather than or in addition to an email button can increase the risk of spam emails, so many law firms and other websites opt for using a button. This is a function that is easily installed on most websites and can even be connected to certain marketing campaign programs and software.
  2. A call to fill out a contact form. Contact forms are typically more convenient for site visitors than sending an email or making a phone call, so this is a widely popular and effective CTA. However, it’s important for inquiries submitted via a contact form to receive prompt, caring responses. If inquiries made via a contact form frequently fall through the cracks or it takes a long time for the submission to receive a reply, this might not be an ideal CTA for your firm. Additionally, contact forms can require more effort on the back end of the website, even if they are extremely convenient on the front.
  3. A call to learn more. A call for site visitors to learn more can be less intimidating than suggesting they book a consultation. This is also a great opportunity to direct visitors to the high-quality content you’ve been dedicating time, effort, and money to; this could include focused blog articles, attorney profiles, and video content. After learning more about the attorney and their credibility, a potential client may be more likely to follow a CTA to contact the firm.
  4. A call to call. People seeking a fast response or who simply communicate better via speech may prefer to speak to someone over the phone. It’s important to offer a CTA that addresses this preference, by offering visitors the option to dial a phone number or click on a tap-to-dial phone number—especially if they are using a mobile device—in order to talk to someone right away or leave a message that can be returned at a later time. Like web forms, it’s important to respond to phone calls and voicemails as soon as possible; a potential client who has to wait to have their important questions answered is likely to pick up the phone and call someone else.

To learn more about CTAs for law firms, or for help split-tracking to identify your most effective CTA, reach out to a legal marketing expert.


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