The success of your digital marketing strategy depends on your ability to guide online users into your sales process and towards your primary offer.
The online objectives of today’s law firms include generating website traffic, growing their email lists, and selling their legal services. You must have a clearly defined and compelling call-to-action (CTA) to prompt users to take the next step in your sales process.
But many law firms overlook the most fundamental elements that make a powerful call-to-action that provides results for their marketing campaigns. The following are the essentials to crafting a compelling call to action for your digital marketing strategy.
Purpose of Call to Action
Your call-to-action gives you the ability to convert a user’s attention into interest for your legal services. Used correctly, a CTA can generate leads for your law firm and increase its revenue.
But your CTA must be defined early in your marketing strategy. It must be built on the goals of your law firm. Defining your objectives helps you understand the direction that users need to take as they move closer towards your primary offer.
With a clear and purposeful call-to-action, you can align all of your content creation and distribution with your law firm’s objectives in mind. This makes it easy to integrate your content with your call-to-action and achieve higher conversion rates.
The Elements of a Compelling Call-to-Action
Value
A successful call-to-action must articulate the value users will receive from taking a given action. Your audience comes to you for value. Therefore, a CTA that fails to promise a benefit will fail to convert users into clients.
This is true regardless of whether your CTA is for a consultation or a free download. If your goal is to acquire email addresses of potential clients, a CTA that promises value will consistently provide better results.
The Right Words
The words in your call-to-action are critical to its effectiveness in your digital marketing strategy. Many law firms use words like “submit” or “click” in their CTAs. But these can have a negative connotation in the minds of users.
Using words such as “reserve” or “receive” are much more positive and imply that the user will gain value rather than losing it. These should be used on your CTA buttons in place of neutral or negative words.
The Next Step
A compelling call-to-action must also make a promise to users. They should have a clear understanding of where they’ll go once they click on your CTA button.
If your CTA takes a user to a payment page when they still need more information to make a decision, then you risk losing users.
Consistency
Creating consistency in the sales process is where most law firms fail when it comes to their calls-to-action. Your landing page and website copy must provide a seamless transition into your offer.
If there’s any discrepancy between the information on your site and your CTA, you create friction in your sales process. Consistency improves the transition with which you guide users from one step to the next.
Urgency
Getting the attention of online users is the first step of any marketing strategy. Keeping that attention and converting it into interest is the key to long-term success online.
Including a sense of urgency in your call-to-action compels users to take action now. Keeping your audience engaged is easily accomplished when they believe that they must make a decision right away.
By suggesting that users take action “today” or “right now”, your CTA will have a higher conversion rate and ensure that you don’t lose anyone in the process. Making your CTA time-sensitive is a powerful way to improve its performance.
Crafting a compelling call-to-action for your digital marketing strategy is essential to the success of your law firm. Generating leads and converting them into new clients lays the foundation for long-term growth online and more effective marketing campaigns.
