Getting your audience to take action is at the heart of all marketing communications. But this doesn’t happen unless clear calls to action are included in your content.
Calls to action (CTA) help law firms achieve consistent conversions and increased revenue.
They request users to take actions that include clicking through to a landing page, downloading a free guide, signing up for your newsletter, or sharing your content.
Including clear calls to action may be the most effective way for your law firm to achieve a new level of growth next year.
Understanding the Call to Action
Your call to action guides users further into your sales process. In online advertising, the call to action button typically takes users to a landing page that provides information related to your legal services.
In other cases, the CTA may present a form that users can use to access exclusive content or receive further communications via email or other distribution channels.
There are many factors that impact the performance of your calls to action. These include its design, placement, and wording. Getting each of this right is a result of ongoing testing and optimization to determine which ones give you the best results.
Call to Action Functions
Lead generation efforts rely on calls to action that compel users to provide their email or mailing addresses.
This allows your law firm to identify those users who have expressed a need or desire to learn more about your services.
A lead generation call to action should be included on pages that are frequently visited by new users. Blog posts, landing pages, and your site’s home page are good places to include this type of CTA.
Sharing content on social media is a powerful way to grow your audience and build your online presence. A clearly defined call to action can ask visitors to share your content.
A call to action may promote a live event such as a public talk, online webinar, or workshop. These events can provide greater value to prospective clients while generating new leads for your law firm.
How to Implement Clear Calls to Action in Your Content
Calls to action must be implemented the right way in order to provide your law firm with the results it needs. Content CTAs must prevent any confusion from arising in the minds of users.
Use bright bold colors to distinguish your CTA from the surrounding text on your content pages. Avoid colors that cause friction in the sales process. Colors such as black, grey, and brown can negatively impact conversion rates.
Use words in your CTAs that imply a positive value. Words like “submit” and “click” may be less effective than words such as “access”, “reserve”, or “join”. Create a sense of urgency by using words like “today”, “now”, or “right away”.
An effective call to action is action-specific. Making that action as easy to identify and understand is critical to the success of your content marketing. Your audience must know what actions they can take and what to expect when they take it.
Law firms must understand how calls to action work and the best ways to implement them in order to achieve measurable results. Using proper placement, design, and copy are the essential steps to creating effective CTAs.
Understanding the needs of your business along with its short- and long-term goals will determine how to use CTAs in your content.
Let us know what challenges you’re facing with your content marketing in the comments below. Can an improved strategy for your calls to action improve the results you’re currently achieving?
We can provide you with the fundamental resources and tools that are customized to your needs in order to position your law firm for continued growth and lasting success next year.