How To Write Effective Calls To Action

5 Tips On Writing Effect CTAs For Your Law Firm's Digital Marketing Strategy

Calls to Action (CTAs) are one of the most critical elements of Lawyer SEO. They are strong and effective statements that encourage site visitors to perform a desired action. These actions (i.e., subscribing to your newsletter, filling out your submission forms, etc.) are called conversions, which leads users to work with your law firm.


That said, here are a few tips to help you write an effect CTA:


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1. Establish A Sense Of Urgency

One of the wisest things you can do when writing CTAs is to create a sense of urgency.

When people only have a limited amount of time to act, they are more likely to do so. So, for example, you can emphasize a specific claim's statute of limitations as a way to urge readers to act now and not later.


Remember: Think of CTAs as prompts. There has to be something that should benefit the user in doing what you're asking them to.

2. Find The Right Opportunities To Use CTAs

You shouldn't limit yourself to CTAs in advertising, emails, and landing page copy. Instead, try incorporating them on social media posts, blogs, and infographics. You can also try other ways to present them, like in a button or an image.

That said, don't overdo your CTAs. For example, if a blog post has a link and CTA every two sentences, it might distract from your page's goal and content. So learn to use them wisely, not excessively.


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3. Make Sure They Stand Out

CTAs must be visible to get the attention of potential clients. After all, everything goes fast on the internet, so don't expect someone to inspect a page or email thoroughly each time. If your CTA stands out, people are going to see them right away.


Here are a few tips on making your CTAs stand out:

  • Choose a different color from the rest of the page. Instead of leaving your CTAs in default theme colors, try using bright and eye-catching colors.

  • For example, your text-based CTA can be red instead of the rest of the blog's default black text.

  • As an additional tip, you can also make your CTAs stand out depending on the background and overall color scheme of the page it's on.

  • Choose the right placement. Again, your CTAs should be visible and eye-catching. You don't want to put them in places where they're hard to spot.

  • You can put at least one CTA above the fold. Make it easy for the user to find what they're looking for. If they have to scroll to find it, they're much less likely to convert.

As mentioned earlier, you can use buttons to make your CTAs stand out from the rest of the content that's on your page.


4. Make Sure They're Mobile-Friendly

Mobile devices' smaller screens make it physically more difficult to click on CTAs. Make sure the CTA button is large enough to be touched with a finger. So keep this in mind when you design and plan out your website.

Another thing to keep in mind when creating mobile-friendly CTAs is to keep them short and simple. On the desktop, a four-step registration process might work, but on mobile, few site visitors will have the patience to finish a multi-stage CTA.


That said, try making mobile CTAs with only one to two words of text and no more than one step.

5. Test Your CTAs

After the CTA has been created and designed, it is time to test and refine it. Testing and optimizing for a high-performing call to action may be broken down into three steps:

  • Select a parameter. Choosing which piece to test is the first step in CTA testing.

  • The wording, color (of the text or the button), size of the CTA, its position on the page, and additional effects, such as imagery, border shape and color, icons, punctuation, and more, are all aspects that can be tested for a CTA.

  • A/B testing, often known as split testing, compares two versions of the same element at the same time. This allows for a pure testing environment, with everything on the page remaining unchanged except for the single element.

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  • Test it out. After you've set the test parameter, you may generate the two versions and run the test.

  • Analyze the results and optimize. Once you get your results, it's time to evaluate the performance of both CTA versions.

  • When there is a clear result, the CTA may be tweaked for that outcome and then tested for another aspect to see if it can be enhanced even further.

Remember: Even minor differences in CTAs can have a significant impact on conversion rates. In terms of time and resources, changing the size of a button, rewriting CTA language, or changing the color costs very little. As a result, it's well worth it to continue experimenting with different strategies to improve CTA performance.

How Experts At LawyerLeadMachine Helps Law Firms

When done right, Lawyer SEO can boost traffic, increase conversions, and expand your clientele. CTAs can help you convert more users to become clients.


To get started, review your options here.

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