Wouldn’t it be amazing if every quality lead visiting your law firm’s website immediately became a client?
That obviously isn’t possible in the real world—at least not right away. Even when your site brings in qualified traffic, some website visitors are bound to leave without contacting your firm. But that doesn’t mean you’ve lost them forever. In fact, HubSpot research shows most visitors fall into the consideration stage. They are looking for solutions to their problem but aren’t yet ready to engage with your firm or explore its services.
Rather than letting these visitors go, think of your website (and especially your blog) as a lead-generation tool. Instead of ending content with a general call-to-action, try something that will resonate with your specific target audience, so visitors are encouraged to move on to the next step in their client journey.
We’ve compiled a list of 12 compelling CTAs that will motivate visitors to click and deepen trust with your brand.
Why CTAs Are Essential for Law Firm Blogs
A strong CTA is an essential component of any blog post—it’s what turns passive readers into active participants. Without one, visitors might leave your site without taking the next step, missing out on valuable opportunities to connect and convert.
For law firms, CTAs are especially important because they guide visitors through key stages of their client journey. Whether it’s downloading a resource, subscribing to your blog, or booking a consultation, a clear and compelling CTA encourages action. Think of it as a simple prompt that keeps readers engaged and moves them closer to converting.
1. Subscribe to Blog CTA
If someone is reading your blog, it’s likely because they find your content valuable. Help them stay connected by offering an option to subscribe via email. Keep your “subscribe” CTA clear, concise, and easy to spot for maximum impact.
2. “Smart” CTA
A “smart” CTA is dynamic, meaning it changes based on the type of visitor viewing your blog.
For example, HubSpot allows users to implement specific buttons that align with each visitor’s stage in their journey. A new visitor might see a CTA directing them to a lead generation offer, such as a white paper. Meanwhile, a warm lead could be invited to schedule a free consultation, and an existing client would be guided toward valuable resources like a checklist or an editorial calendar template.
3. Urgency-Based CTA
Urgency-based CTAs are intended to create a sense of scarcity, a limited-time opportunity, or fear of missing out. Like a smart CTA, they are also positioned around a lead magnet. For example, if your firm is hosting a webinar in the next few days, your CTA should make it clear that visitors must register before spots fill if they want to attend to learn more about your blog topic.
4. Social CTA
When people connect with your firm on social media, it helps increase both reach and visibility. So make it easy for visitors to do so by providing share buttons, icons, and links at the bottom of every blog post.
5. Consultation CTA
Does your firm provide free consultations for prospective clients? Consider adding a clear CTA inviting those interested to schedule a consult to learn more about your law firm’s services.
6. Comment CTA
Not everything is about your firm. Instead of constantly asking visitors to take action for your benefit, encourage meaningful engagement by inviting readers to comment on your blog posts. Pose specific, thoughtful questions that will inspire them to share their perspectives.
7. A Slide-In CTA
This type of CTA appears subtly in the bottom corner of the screen once a visitor has finished reading your blog post. Unlike intrusive pop-ups, it offers a discreet and user-friendly way to highlight a download or similar action. There are a variety of online tools available to help you implement slide-in CTAs.
8. In-Line CTA
Sometimes, the most effective call-to-action is simply a link within your blog post that provides more information on that specific topic. Typically written as “learn more.”
9. Sidebar CTA
Occasionally, you may want to include a CTA that’s relevant to your firm but not directly tied to your content. The sidebar is the location for this type of CTA, as it keeps the prompt accessible without disrupting the flow of the content.
10. Practice Area CTA
If your blog addresses an issue relevant to one of your firm’s practice areas, consider linking to the relevant practice area page, so users can learn more about how your attorneys can help with related legal issues.
11. Testimonial CTA
Harness the power of social proof by including a compelling testimonial CTA in your content. Invite happy clients to share their positive experiences with your law firm, then strategically feature their testimonials throughout your website to establish trust and credibility with visitors. For example, use a CTA like “Hear From Our Clients” with a link directing readers to a dedicated testimonials page.
12. Resource Download CTA
If your law firm has developed comprehensive resources like guides, templates, eBooks, or webinars, a Resource Download CTA is an excellent way to promote them. Strategically place these CTAs within relevant blog posts or on your website to encourage readers to access and benefit from these valuable materials. For instance, a CTA such as “Access Our Comprehensive Legal Resources” paired with a link to your resource download page can effectively drive engagement and provide value to your audience.
Tips for Writing a CTA
A strong call-to-action can be a pivotal factor in determining whether a website visitor progresses to the next stage in their client’s journey or disengages and becomes an inactive lead. For maximum impact, focus on clear, engaging language, adhere to copywriting best practices, and keep the following tips in mind:
- Proofread, proofread, and proofread again: Take time to thoroughly proofread your CTA to eliminate any typos or errors. Even a small mistake can undermine your credibility and impact how readers perceive your message.
- Use power words: Certain words have the unique ability to evoke emotions, capture attention, or inspire action. Incorporate terms like “free,” “new,” “easy,” “discover,” “sneak peek,” “insider,” “increase,” “effortless,” “simple,” and “expert” to maximize the impact of your message.
- Leverage a timeline: Use words like “now,” “today,” and “before” to instill urgency and encourage readers to take immediate action.
- Make it easy for your readers: Simplify the next step by including a clear button or an easily visible link in a distinct color, so readers can quickly identify where to click and easily navigate to the next step.
- Emphasize the value proposition: “Download Now” often isn’t enough to motivate users to take action. Instead, clearly communicate the value they’ll receive by taking the next step. For example: “Download this free eBook to access insider tips on filing a personal injury lawsuit.”
- Lead with a question: Jumping straight to a call-to-action without proper context can sometimes feel abrupt and disconnected. Instead, pose a thoughtful question to guide the reader, align them with your message, and naturally lead them toward taking the next step.
Takeaway:
Transform your website into a powerful lead-generation tool by incorporating clear, compelling calls-to-action in every blog post. Experiment with different copy, designs, and placements to discover what resonates most with your audience.
