It’s no secret, the legal field is unique in many ways. Not only is it one of the few sectors that deal directly with the matter of people’s freedom. This means that they are constantly dealing with people who are desperate and in distress. Given this fact, many law firms enjoy a steady flow of clients for many years. As such, telling law firms they need to improve their marketing and SEO efforts can take some convincing. Nevertheless, doing so can result in a variety of benefits. For instance, having a clear call to action is one of the most vital steps any law firm can take. With that in mind, the following is an overview of why that is.
Make a More Effective Sales Funnel
Although the legal field is one in which many people don’t want to appear to be overly salesy or pushy, it’s still necessary. On the one hand, it may seem unnatural to try to sell your services to people when they are the most vulnerable. On the other hand, if the person is searching your site, they are likely seeking legal services anyway. So, in order to ensure your sales funnel is optimally effective, you should make sure you have a clear call to action at the end of most pages. This is because a call to action serves as a tool of transition between the phase of being a prospective buyer to an actual buyer. The purpose is to compel them to act immediately, rather than procrastinating and potentially ending up improper representation.
Also, keep in mind that the easier and more enticing the call to action is, the more likely they are to engage. For instance, customers are much more likely to respond to a call to action that asks them to click a link to get 30% off, rather than one that asks them to email someone to discuss their options.
Increase Digital Marketing Success
If you are invested in digital marketing, you might as well make sure your marketing plan is as effective as possible. Generally speaking, digital marketing is meant to generate a buzz and attract as many potential clients as possible. Nevertheless, you must also have a plan of what to do when you actually get them to your website. While it is entirely possible to still get tons of clients without having any CTAs whatsoever, it is not very plausible. It seems that most clients are searching for a CTA, specifically, so they know exactly who to contact to get the most immediate response and results. Therefore, you should always be mindful to include a clear call to action on the vast majority of the pages on your website.
Clients Actually Want Them
While it may seem counterintuitive, clients actually want calls to action. This is especially the case when dealing with the legal field. Since the very nature of the field is confusing and intimidating, those who are searching through legal websites are often battling all types of emotions. Therefore, finding easy steps to take can be a way to calm themselves down and keep them on task. If they are reading entire pages on your website, odds are, they want you to tell them what to do next. So, it makes sense to end your pages by telling them how to get in touch with someone or the fastest way to get the process started. This will be enough to give them temporary peace of mind and give them the confidence of knowing that they have a qualified legal professional on their side.
Tips for Creating a Clear Call to Action
If you want to create a clear call to action, you must:
- Keep it simple: The first thing you need to do is keep it simple. Make it clear what you are asking and exactly what they need to do next.
- Offer an incentive: By offering a coupon, discount, a free phone call, etc., this will compel more clients to respond to your CTA.
- Appeal to their emotions: One effective method of creating ads of any kind is to appeal to people’s emotions. For instance, by telling them to contact you if they are worried about an upcoming case and need help, you are likely to get more clients.
- Ask for the sale: Lastly, you always want to clearly ask for the sale. Do not mince words. Make it clear that you are selling a service that is more than worth the money.
Overall, on-site optimization is imperative for law firms of all kinds. Rather than leaving it to chance, creating clear CTAs is one of the best ways to convince your clients to act immediately, rather than allowing them to leave your site without contacting your site. If you need help optimizing your website, contact us today!