Creating a Strong Call-to-Action for Your Legal Marketing Campaigns

You might have come across incidents where organic readers leave your site without connecting with you despite having shared valuable information. That is because of a basic “contact us” call to action. Statistics show that 86% of the time, legal firms fail to get inquiries from visitors because of a basic CTA. Therefore, a strong call to action is an integral part of the legal marketing campaigns. 

Furthermore, an actionable CTA must tell readers what to do after clicking on an ad or form or what they get more. Hurry Up, Buy Now, Signup Today, or Learn More! This kind of call-to-action doesn’t seem very appealing to the audience anymore. An engaging call-to-action must have a direct hook, sinker, and strong liner. 

This guide is specifically tailored for legal marketing campaigns. If you want to learn how to write an appealing call to action, we’ve got you covered.

Understand the Call-to-Action for Legal Marketing Campaigns

CTA is a text prompt that appeals to readers to take specific action after reading the post. Simply put, a call-to-action directs your readers to leave a comment, subscribe to your website, get more information, or purchase services. Also, you can add CTAs in PPC ads and social media posts. It appears as text in the caption, on the image, and as a CTA button. 

The simplest call-to-action examples are:

• Buy now
• Subscribe now
• Learn more

However, the simplest call-to-action isn’t appealing to readers. You need to provide more information and a creative look. A well-designed CTA is a magnet to attract users’ attention and convince them to take quick action. 

Instead of writing a boring two-word CTA, focus on adding a few phrases, such as:

• Sign up for a free trial
• Subscribe now to get a free consultation 
• Sign up to get more information 

Instead of writing a boring two-word CTA, focus on adding a few phrases, such as:

• Sign up for a free trial
• Subscribe now to get a free consultation 
• Sign up to get more information 

Identify Your Marketing Goals

To create a strong call to action, it is vital to understand your legal marketing objectives. These are goals set by law firms when promoting their services to audiences. Marketing goals must be achieved within a set time. 

It typically includes the following KPIs:

• Specific: Who do you want to target?
• Measurable: How many conversions do you want from marketing?
• Relevant: What audience is to be targeted?
• Realistic: Setting measurable outcomes to achieve within time.
• Actionable: To get more likes, comments, and subscribers on the post.

Understanding marketing objectives is helpful to stick around specific CTA. It always begins with a visionary statement that answers questions such as:

• Know who they are you.
• Why are you promoting services?
• What do you want to achieve?

Based on the above metrics, adopt a personalized call-to-action strategy to target your audience. 

Some common goal-specific CTAs in the legal industry are as follows:-

• Sign-up: Signup for a free trial, future information, events, and more
• Subscribe Now: Subscribe to our newsletter for current updates
• Get Started Today: Start today and get a free consultation
• Learn More: Click on the button to learn more

Know Your Target Audience

We are humans and easily resonate with things that relate to our situation. That’s right! Understanding buyers’ persona and serving solutions addressing their needs is a universal approach to creating an irresistible call to action. 

Some of the demographics you can choose to find out the target audience are:

• Age: Specify the age group to whom you want to target.
• Location: Find out the location where you will actively approach the audience.
• Gender: To whom do you want to offer your services?
• Interest: What type of legal services do people need?

The information about demographics can help to create personalized CTA to target visitors. 

To be more specific, search for answers to the following:

• What type of solution is the audience looking for?
• Survey social media to know about the audience’s reaction to specific questions.
• Do they need a personal lawyer for any reason?
• Types of crimes or incidents happening around you that need legal advice.

Based on the above metrics, you can tailor your call to action based on interest, popular legal services, gender, age, and more. 

Some of the best techniques and research methods used to find out the targeted audience are as follows:

• Use Google Analytics tool.
• Conduct surveys on social media platforms.
• Carry out interviews with previous clients.
• Analyze competitors.
• Use social media analytics to know your targeted audience.

Craft an Effective CTA

An effective call-to-action is catchy, concise, and directly resonates with readers. This should be compelling enough to grab eyeballs. 

Here are a few elements that help to craft an effective CTA-

• Start with a Concise Message: CTA aims to convince individuals to take immediate action. Start with a short, crisp, concise message to the target audience. Use action verbs such as Get your free trial today, Download now for more information. 
• Be Specific: More specific CTA is, the better the audience can relate. For instance, Sign up for a free one-week trial.
• Create Urgency: Impulsive readers seek authoritative language such as join, shop, and click. Use FOMO (Fear of Missing Out) Such as Grab Your Deal Now, Last Few Minutes Left.
• Leverage Persuasive Language: Start using words that persuade the audience to follow directions. Make your CTA short and crisp with some rewards. Add value propositions such as lower rates and saving money. 
• CTA Placement: For legal firm websites or blogs, you can place a call-to-action button at the bottom right of the page. You can try a combination of alternative placements. 

Design an Attention-Grabbing CTA

An excellent call-to-action should be a combination of a concise message and design. People are attracted to visuals more than plain boring content. Moreover, implementing customized action button design is the most integral part of attention-grabbing CTA. 

Here are a few tips that help to design a personalized CTA.

• Use actionable verbs as discussed above.
• Choose simple images to place your CTA.
• Create a layout below your CTA. 
• Use soft and elegant colors while choosing CTA.
• Add a lot of white space around the call-to-action button.
• Incorporate typography and medium font size that readers can read easily.

Test and Optimize Your CTA

A/B testing and CTA optimization are crucial to know if your legal marketing efforts are in the right direction. With constant testing, you can create CTA that drives engagement better. 

The A/B testing includes two specific versions of the call to action and randomly visualizing versions to the audience. With performance comparisons such as conversion or click-through rates, you can track the performance of different CTA designs.

Another significant approach to optimize CTA is heat mapping tools. This helps understand the user behavior on the website and which areas of the page are getting more attention.

Integrate the CTA across Multiple Platforms

Once you have done all the above metrics, integrate the CTA across multiple platforms and websites. Simply put, you can add CTA anywhere in your social media post, below the website page, in your stories and posts. 

Some more the top positions to place CTA are:

• Top of the Page: This helps to grab the attention of readers quickly
• Middle of Page: Add CTA in the middle of the post, separated with a few white space breaks.
• Bottom of the Page: This is ideal for adding more contexts with CTA.

Don’t forget to optimize your call-to-action button for the email campaign. It should be short, concise, clear, and have a lot of white space.

Compliance and Ethical Considerations for Legal Marketing Campaigns

When making CTA for legal firm websites, you should consider all the ethical and legal marketing guidelines. As a law firm, you cannot claim to be an expert in a particular service. 

In addition to this, be sure to follow these things:

• Avoid adding any misleading or deceptive information in call-to-action or content
• Do not use harsh words; choose words that reflect your service’s values.
• In case of information, add a necessary disclaimer or disclosure at the end to avoid ethical issues.

Wrapping Up

In conclusion, implementing a valuable CTA in law firms’ posts and websites is useful for generating leads or driving results. We hope the above tips help to create an imposing call-to-action for your site. Don’t limit yourself to a few words, colors, and designs of CTA. Try out different designs and placements of CTA to know what works best.

Adding a compelling CTA plays a vital role in legal marketing campaigns. Doing it in line with SEO-optimized content can help your site rank higher on Google.

If you want to know how, check out The Power of SEO for Lawyers: How to Rank Higher on Google?