A lot of attorneys and doctors find it easy to attract traffic and visibility with their marketing. Conversion, though, is often a different story. Without a little prompting or direction, most people won’t reach out to your business on their own. They may enjoy your website. They may read your email and direct mail. They may even see your ads.
But, if they don’t know what to do next, they probably won’t do anything at all.
So, how do you get the people—especially the “perfect clients”—you’ve attracted to your website and marketing materials to convert into contacts and clients? The answer is simple: just ask them with a great call to action!
What Is a Call to Action (CTA)?
In marketing terms, a call to action (CTA) is what we call any kind of invitation for your visitor to take the next step. You might say it out loud in a video or write it into your content—if it asks your reader, viewer, or visitor to do something, then it’s a call to action.
The whole idea of the CTA is to encourage visitors, readers, or viewers to make a move toward building a relationship with your business. That can be as simple as “click here,” “let us hear from you,” or posting your office phone number. It can also be as direct as “schedule an appointment” or “fill out our contact form.”
Hard or soft, there are all kinds of CTAs out there. But, if you really want to push that conversion power, you’ll find that how you choose and handle your CTAs is a big part of it.
What Does an Effective CTA Look Like?
The best calls to action are tailored to the goal you want to accomplish and what will be most relevant to readers or viewers. For example, depending on your goals, an effective CTA might ask people to:
- Call your office
- Schedule a consultation
- Fill out a contact form on your website
- Subscribe to your newsletter
- Share a story or leave a comment
- Download your free book
- Follow you on social media
- Chat with an online representative
- Click through to a relevant landing page on your website
- Sign up for an event
- Take a quiz
- Enter a contest
- Rate or review your business
And the list goes on! Essentially, a good CTA matches your goals and message, while giving people a clear idea of what the next step is and how to get there.
Keep in mind that an effective CTA needs to make sense where and when people see it. For example, it probably doesn’t make sense to ask people to visit your estate planning page in a video about personal injury insurance. And it doesn’t make a lot of sense to ask people to download your book about child custody laws in a blog about work injuries. If you want people to contribute to your goals, you need to draw a clear connection between the content that attracted them to you and the step you’re asking them to take.
Where Should I Use Calls to Action in My Marketing Materials?
You should include a call to action in nearly all your marketing materials, including:
- Your homepage and landing pages. Your website design should include prominent contact information, contact forms, and other ways to skip straight to the action. However, you should reinforce your CTAs in the text on the page, too. Remember, this isn’t about shouting, “Buy, buy, buy!” You should naturally connect each CTA with the potential clients’ needs and concerns.
- Individual content pages on your website. For your blogs, FAQs, and other written content, you don’t have to always stick the CTA at the end. Try to incorporate CTAs where they make natural sense in the text, then reinforce the same CTA at the end.
- Videos. Videos are great because you can just ask out loud for viewers to contact you. This works even better with overlay text on the screen that can show your name, phone number, and web address.
- Emails and newsletters. Your contact list might love your emails and email newsletters. However, the work you put into them is going to waste if you don’t tell your readers how to learn more, what to do now, or how to contact your business.
- Books, guides, and other print materials. People often get around to reading print materials hours or days after they request or receive them. This is why it’s so important to include your contact information, remind readers of what you do, and invite them to take action, even in books and direct mail.
- Ads. This should be a no-brainer! You always want to get the very most out of your paid advertising, so calls to action are essential. CTAs in your ads need to be extra focused on your goals and highly compelling to your target audience, whether they see them online, on tv, or in print.
- Directories and profiles. Some directories and local profiles allow you to link back to your website or include text or video about your business. This is great for driving people back to your business and your brand, but you always want to make sure that you’re following the profile rules for each site.
- Contact forms and stylized buttons. Built-in elements, like customized contact forms and stylized buttons, can really catch the eye, so try to include customized text that makes it extra enticing to take action.
Don’t try to confuse people with too many CTAs in one place. Instead, focus on your goals for each page or campaign. For example, having several different CTAs on your homepage makes sense and can move people toward the information that is most relevant to them. On an AdWords landing page, though, you will want to drive visitors toward a single, clear CTA.
It’s also very important that you don’t use the exact same CTA all the time. It’s easy to just add your phone number in and ask people to call, but it’s much better to mix it up with invitations to download your book, use your contact form, subscribe to your newsletter, etc. You should never cut and paste CTAs from old content into your new content, either. Instead, try to phrase what you’re asking readers to do a little differently each time. CTAs work best when they’re fresh, not stale and repetitive.
While getting tons of web traffic is great, the real, final purpose of your website is to connect with great new clients. Does your lawyer website lack strong calls to action? Are you having trouble turning visitors and viewers into contacts and clients?
You can get more information about the performance of your current website—and how to improve it—by requesting an FWM website analysis with our team or calling us at 888.886.0939. Just let us know that you’re especially interested in improving your CTAs and conversions!