Written by Market My Market’s content team, with contributions from Jordan Kimmel, Tyesha Ferron, Ryan Klein, and McKenzie Fox

Content marketing is a critical element of your brand’s marketing plan because it improves your conversions and allows you to connect with and inform your leads and customers directly. However, writing online content is a tricky and nuanced business that forces the writer to find a way to capture a potential client’s attention in just seconds. Additionally, even if you manage to captivate the reader with engaging and thought-provoking content, you must also convert them into paying customers for your content to be 100% successful.

It’s crucial that you guide potential clients once they arrive at your law firm’s website. That’s where a good call-to-action (CTA) comes in. A call-to-action is a written directive used in marketing to encourage website visitors to take the desired action. Creating a relevant and compelling call-to-action that spurs site visitors is the first step toward a potential client converting into a lead. Here are a few tips for creating more effective calls-to-action to turn web visitors into potential clients ready to contact your law firm.

What is a Call-to-Action?

A call-to-action (CTA) is a marketing term that refers to the next step a marketer wants its audience or reader to take. In marketing, CTAs help a business convert a visitor or reader into a lead for the sales team. CTAs can drive various actions depending on the content’s goal. In traditional marketing, a call-to-action is typically written as an action or command phrase, such as ‘Buy Now’ or ‘Sign Up’ and generally takes the form of a button or hyperlink. In content marketing, this will more likely be a concluding paragraph or two that makes it clear to potential customers which action to take next.

For example, if a reader lands on a law firm’s blog and there isn’t a clear call-to-action at the bottom of the piece, the reader will likely leave the site without completing any other tasks. It’s crucial never to assume that visitors will understand what to do after or how to connect with you while reading your blog or page. If you want potential clients to call for a free consultation, it’s important that you let them know! If your website doesn’t have an obvious call-to-action, your website is likely incomplete—which may cause you to be missing out on potential clients.

Contributed by Jordan Kimmel, Content Lead

5 Ways to Use a Call-to-Action

A call-to-action is a valuable marketing tool that can serve its purpose in many ways. You can use a well-composed call-to-action to accomplish the following: 

  • Increase your client base: Regardless of what area of law you discuss in your content, your CTA can be a designated space to build brand awareness. You can explain what value you add, draw in your target audience, and direct them to your website.
  • Drive your sales funnel: Your CTA is an integral part of your sales funnel, a digital marketing strategy that starts with brand awareness and ends with a sale. While raising your brand awareness, your CTA can also motivate your visitors to take action and engage with your practice.
  • Elicit a strong response: Getting your audience to feel something is a great way to motivate them to do something. You can use your CTA to create a fear of missing out and give your audience a reason to do what you want them to do.
  • Generate leads for your services: Your CTA can reveal who is interested in what you offer and which visitors will likely become future clients. By identifying your target audience, you can focus on pursuing valuable client connections directly.
  • Link potential clients directly to your practice: Rather than risk losing the client as they search, you can use your CTA as a launchpad that can immediately direct them to where they need to go to utilize your services. They will have direct access to your homepage to see who you are and what you do and engage immediately.

Calls to action are helpful tools you can tailor to suit your firm’s goals. By utilizing this space effectively, you can set your firm apart, improve your reach, and facilitate your firm’s success.

Contributed by Tyesha Ferron, Content Writer

Understanding Where to Place a CTA on a Page

Historically, CTAs are relegated to the final paragraph of the page to tie up the page’s contents and encourage the visitor to take action. Though that seems appropriate for most subjects (it’d be hypocritical to say it’d be any different here, as we’re about to conclude in the same manner), in legal, it may be worth considering an alternative or even duplicative inclusion of CTAs for a few reasons.

With 60-70% of traffic for law firm websites coming from mobile, a website may benefit from having a CTA much sooner than later for high-intent pages of the website, especially with the sense of urgency that comes from many practice areas. Though many pages are created to inform and educate, main practice area pages are created to console, convey understanding, establish the law firm as the proper guide/partner for a legal issue, and convert. Coupled with the fact that these practice area pages are also long-form to stay competitive from an SEO standpoint, it may be detrimental to a page to have their CTA at the tail-end—in some cases, after thousands of words of copy. This would lead to a new way of looking at CTA placement, not only at the end but also interwoven throughout the content. 

Some high profile law firm websites with highly trafficked, high search-intent pages will have a CTA after the second paragraph, or even first, and then be repurposed every 1500-2000 words.

As far as the formatting and positioning of the CTA, usage of “bold,” an H3 or H4, an off-color, or a border or container with a more striking color can further showcase the CTA.

Contributed by Ryan Klein, Managing Partner

Contact Market My Market for Professional Marketing Services 

A lot goes into writing a piece of content that persuades a client or consumer to take action and invest in your business. Our Market My Market content writers have years of combined experience writing for a variety of different types of industries and target audiences. We handle the heavy-duty work and tailor each piece of our client’s content to their specific needs. 

Are you interested in learning more about how our team of highly-qualified content writers and SEO specialists can help your company? Call (866) 634-4441 or fill out our contact form to speak with one of our team members today.

Contributed by McKenzie Fox, Content Writer