How to Choose the Right Call to Action

If you’ve ever read a marketing mailer, or a website that encourages you to take some action like call now, you’ve stumbled across a call to action. Sometimes, these are subtle nudges towards taking action, and sometimes they are in your face. Call now to get a killer deal. Click here to read more. Like this for a discount. Download this to find out how to change your business. And the list goes on…

A call to action is really encouraging the sale. You’re seeking to convert readers of your likely informative and engaging content into paying clients. If your law firm lacks a call to action, you could be missing out on an opportunity. What are readers supposed to do after reading your content? Do you trust them to just know? Attorney marketing isn’t about trusting that clients will intuitively know what to do. It is often about holding a prospective client’s hand through the process of educating them and leading them to call the law firm for the help they need. If your law firm isn’t creating calls to action that move clients, you could be missing out on an important step of the client conversion process. Let eLaw Attorney Marketing help you decide which ones are right for you.

Determine Your Best Call to Action to Deliver the Results Your Law Firm Needs

Depending upon your content and where you’re posting it, one call to action may be more appropriate than another. If you’re unsure of what you’re doing, you could be wasting your opportunity to lead clients to the sale. Consider the following scenarios and the recommended calls to action:

• Ebooks on your website. If you’ve got an Ebook, the chances are you’re looking for clients to provide some information in order to download the book. In this scenario, you’ll want to encourage clients to click here for a free download of X, or to enter your information here to download your free copy of X. Using these simple calls to action, a prospective client understands that they will be able to obtain this valuable information by clicking here or entering information here.
• Social media networks. Social media can be tricky but if you’re not using calls to action, you could be wasting opportunities. You should be asking for clients to click like to obtain x result, or to read more about an important topic here, learn about topic x, or to share their thoughts about x. The key to social media is to encourage discussion and the sharing of information between your law firm and your followers. By simply posting links, you miss out on opportunities to engage your public.
• Your legal blog. If you’re discussing legal topics that consumers may need to know about, then you should also be encouraging them to call your law firm to discuss their similar experience. Call today, fill out our online form, or email us here are all appropriate calls to action to move prospective clients.
• Video on your website. You’ve taken the time to create a webinar, testimonial, accident reconstruction, or other form of video. And now you’d like clients to watch it and then call you. So ask them! Watch this video to find out how to x, and then call us here.

Calls to Action are Simply Encouraging the Next Steps

Think of a call to action as a natural conclusion to creating and sharing your content. Now that it’s out there, what should prospective clients do? Ideally, they should view your content and then contact your law firm. But if you’re not helping people come to that conclusion, you could be missing out on a great opportunity. People do not intuitively view your material and think to call your law firm. In many cases, these consumers are researching a legal issue but they may be debating whether or not they’re ready to call your firm. Encourage these customers to call your law firm for a free consultation and from there, you can convert the lead into a sale. It all starts with a call to action, though. If you’re still struggling, call eLaw Attorney Marketing and we’ll help you along.