• It’s All in the Call To Action: Tips for Creating a CTA for your Practice

    A Call to Action can make or break how your audience proceeds and takes action on your website. A CTA, aka “Call to Action”, is creating an instruction to your audience. The goal is to get an immediate response, for example by entering an email by “join here”, sign up for an event by “saving your spot”, purchase by “buy now” or to take action by “get started here”. As an attorney, our strengths lie in servicing our clients and sometimes we struggle with how to market our practice beyond traditional techniques.

    Why Do Call to Actions Work?

    Let’s face it, we typically do not do things unless we are told to. Call to Actions are instructions for your audience to compel them to take action immediately. The goal is to create a sense of urgency so that by taking action, you are solving their problem.

    A Call to Action Creates…


    • An Emotional Response: You create a “fear of missing out.” or FOMO. You are telling them why they need t0 take action now.
    • Clear Direction: When new products come to your website or your landing page it gives direction to your prospects as to what the next step is.
    • Creates Urgency: When you offer a timed offer or limited seats to an event, it creates urgency to your audience to take action.

    What Types of Call to Action Should I Use? There are different types of Call to Actions that you can use. To determine what type is best, start thinking about your end goal. Are you looking to bundle your email list, schedule more appointments, or fill an event? That will help you to figure out what type of Call to Action is best for your to use. Here are some examples of Call to Actions.

    • Get Started!
    • Limited Time Offer!
    • Save Your Seat, Today!
    • Buy Now!
    • Register Here!
    • Download Now!
    • Start Today!

    Typically, you have information leading up to your Call to Action. You will tell a brief story and depending on what your goal is, you may have testimonials, images, and relational content for your potential prospect.

    Where Should I Put My Call to Action? The best part about a Call to Action is that they can be added anywhere that you are marketing to your clients. Some ideal locations are:

    • Website: Your website is prime real estate. Typically people are searching for a service or a keyword about your practice. Once they find your website you need to make sure that you have a clear Call to Action to schedule an appointment or if you are looking to help build credibility, make sure to ask them to join your email list or sign up for a free download.

    Call_To_ Action 2


    • A Landing Page: A landing page is a helpful tool for your practice because it allows you to create a single static web page with a very specific Call to Action for your audience. There is typically no navigation and the landing page has one job…. to compel your audience to take action on exactly what you want them to do. The added benefit of a landing page is you can have multiple pages with different Call to Actions to do A/B split testing and see where you get your most ROI. ( Return on Investment)
    • Email Newsletter: Email is a great way to stay in touch and be top of mind awareness to your audience. The one thing to remember is to always have a compelling CTA within every email you send. Even if it is subtle, it is always an opportunity to engage with your audience.
    • Your Blog: As you write your blog always keep the end in sight! You want people to share, join in, or maybe you want them to purchase the service you are blogging about. Always conclude with a compelling Call to Action for your audience to take action.
    • Social Media: Social Media is an important part of your practice’s marketing plan. As you plan content to share 9 out of 10 posts should be value added. However, number 10 should have a Call to Action. Do not be afraid to ask for your audience to do something. Remember, as I mentioned before people do not do things unless they are told. Instruction is necessary.

    Everywhere you touch your clients and prospects, you should always have a strong Call to Action. Your practice depends on it. As you build you brand name and reputation in your community, you will get more and more referrals. However, when that potential new client comes to your website or signs up for your newsletter, you want to make sure they take the next step. Take a moment and go back through your marketing materials and every touch point of your marketing.  Do you have a Call to Action in place? Are the instructions clear? Schedule a time every few months to review this process and fine tune as your practice grows and evolves. You may find that you need to change it from time to time.

    What is your Call to Action? Share with me in the comments below. Do you struggle with your messaging? I would love to hear from you. As always, I appreciate you and thank you for following along. Until next time, be enchanting!


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