If the content on your law firm website serves to showcase your law firm’s skill, experience and ability to solve problems, it is your call to action that ultimately prompts potential clients to pick up the phone or fill out a contact form.
Your call to action should be concise, simple and action-oriented. It should make your visitors want to become clients. Here are some of the great (and not-so-great) calls to action out there.
Best Practices in Calls to Action
In our world of short attention spans, most of your visitors will spend fewer than 15 seconds on your website before deciding to take action or move on.
To that end, a CTA should be eye-catching, punchy and do everything possible to encourage action on the part of your visitor as quickly as possible. Your visitors should know what they’ll get out of contacting you, and the CTA should be easy to find—without being obnoxious.
As I compiled this list of the best law firm CTAs, I started by looking through the best law firm websites. Surprisingly, many of these sites did not contain clear, effective CTAs.
Great Examples of Effective Law Firm Website CTAs
Good CTAs are visually attractive without interfering with the overall aesthetic of the website.
This family law firm got creative with its CTA—and it really works. With its revolving screens and effective photos, the firm asks visitors to call when “family life isn’t a box of chocolates” or“when change is not a realistic solution.” The play on words strikes a chord with people considering divorce.
This is a good CTA, with its fun play on words reflecting the firm’s name, Small Law.
Use of the phrase “we can help” works very well with this firm’s CTA. It also provides two clear options to the user: to schedule a consultation or donate to a pro-bono case.
Kain and Scott
The idea of “get your life back” is sure to resonate with individuals facing bankruptcy. The firm also does an excellent job of separating the different paths visitors might take depending on their needs.
Ineffective Law Firm Website CTAs
Calls to action should be simple and to the point. Some legal websites go too far and are too complex in their messaging or obscure their CTAs with popups.
Staver Law Group
The popup here makes this CTA ineffective. Visitors are more likely to click away than they are to click “yes” to the intrusive question being asked of them.
This CTA page would be great without the pop-up. The firm even apologizes for interrupting the user experience!
Some Great Non-Legal CTAs
Law firm websites can take inspiration from great CTAs on non-legal websites.
Digital marketers have long appreciated Evernote’s “Remember Everything” slogan, which the
company uses on its call to action page. It quickly and concisely tells users the value its product offers.
Netflix is another well-known brand with a fantastic CTA. The streaming service invites visitors to “see what’s next” and offers them a one-month free trial.
Rather than an overly promotional marketing message, Grey Goose invites visitors to find a cocktail suited to their unique tastes.
Popular dating website OKCupid makes great use of color contrast in its CTA. The site also makes it easy for a user to get started with the service.
Make sure your website encourages a visitor to take the first step towards becoming your client by having an effective call to action.
Calls to Action on Law Firm Websites: the Great and the Ineffective was originally published on Lawyerist.com.