Want more clients from your law firm’s website? Start with strong CTAs (Calls to Action). A CTA is the key to turning visitors into clients by guiding them toward specific actions like scheduling a consultation or contacting your firm. Here’s a quick overview of the top CTAs for attorneys and how to make them effective:
- Schedule a Free Consultation: Address cost concerns and build trust. Place it prominently and optimize for mobile.
- Get Legal Help Now: Use urgent, action-driven language to motivate potential clients.
- Get Your Free Legal Guide: Share helpful resources and collect contact info for future follow-ups.
- No Fee Unless You Win: Highlight your commitment by removing upfront cost concerns.
- Contact Us to Protect Your Rights: Create urgency and position yourself as an advocate.
Key Tips:
- Use clear, benefit-focused language.
- Optimize for mobile with easy-to-tap buttons.
- Place CTAs prominently where visitors can’t miss them.
- Test and refine designs, text, and placement for better results.
Strong CTAs not only guide visitors but also build trust, helping your firm stand out. Ready to improve conversions? Dive into the strategies for each CTA below.
Copy This PERFECT Ad For Your Law Firm
1. Schedule a Free Consultation
Offering a free consultation helps address concerns about costs while showcasing your expertise. It builds trust and provides clarity on case options.
Ed Bernstein and Associates‘ 2023 website redesign is a great example. They used a bright blue banner featuring a personal message from Ed Bernstein, which contributed to winning a 2023 dotCOMM Awards Platinum Winner title.
To improve conversions, try these strategies:
Strategic Placement
- Place the call-to-action (CTA) prominently on every practice area page.
- Ensure it’s visible on mobile without requiring scrolling.
- Use contrasting colors to make it pop.
- Leave enough clear space around the button to draw attention.
Highlight the Value
"Focus on the value your CTA provides by communicating what the prospect should expect after calling your firm or submitting a form."
– Dipal Parmar, Staff Contributor, Bigger Law Firm Magazine [1]
Nicolet Law’s 2023 redesign is another example of effective design. Their hero section includes a six-field form, making it easy for visitors to take action.
Optimize for Mobile
- Add click-to-call buttons for phone numbers.
- Make buttons large enough for easy tapping.
- Ensure visibility across all screen sizes.
- Offer multiple options like call, chat, and text.
These strategies make your CTA more engaging and effective, ensuring it grabs attention.
Avoid generic language like "Click Here." Instead, use specific, action-driven phrases. For example, in custody cases, try "Schedule Your Free Child Custody Consultation."
2. Get Legal Help Now
"Get Legal Help Now" is a direct and action-driven phrase that encourages potential clients to take immediate steps. This type of language is designed to motivate and convert visitors into leads.
The Champion Firm highlights this approach by featuring a prominent "Get Legal Help Now" button. The button’s contrasting color ensures it stands out and grabs attention [4].
"An effective CTA is one that is concise, clear and compelling." – Dipal Parmar, Bigger Law Firm Magazine [1]
Key Design and Placement Tips for CTAs:
- Use contrasting colors that align with your brand to make buttons noticeable.
- Ensure buttons are large enough to be easily clicked and clearly visible.
- Surround CTAs with white space to make them stand out.
- Place CTAs prominently on every practice area page.
- Make sure the text is easy to read on all devices.
- Use professional yet urgent language to create a sense of immediacy.
- Position CTAs so they are visible without the need to scroll.
By following these guidelines, you can improve the visibility and effectiveness of your CTAs.
A well-designed CTA can significantly improve engagement. For instance, Nicolet Law’s website combines a visible "Get Help Now" button with live chat and text options. This multi-channel approach makes it easy for visitors to connect [4].
Instead of generic phrases like "Contact Us", use specific calls to action such as "Speak With an Attorney Now" or "Start Your Case Today."
Strategic placement also matters. Ed Bernstein and Associates place their CTA at the top of their homepage, ensuring it’s one of the first things visitors see [4]. Pairing a prominent CTA with content that highlights your firm’s expertise not only builds trust but also encourages potential clients to take the next step.
3. Get Your Free Legal Guide
Offering a free legal guide is a smart way to engage potential clients who might not be ready to hire you yet. It helps you collect their contact information while showcasing your expertise and providing helpful resources.
Popular Legal Guide Formats
Legal guides can take different forms depending on your practice area. Here are a few examples:
- Car Accident Checklists: Step-by-step instructions on what to document after an accident, like photos, witness details, and medical records.
- Personal Injury Process eBooks: Easy-to-follow guides explaining the timeline and steps involved in a lawsuit.
- Recorded Webinars: Detailed discussions on topics such as Personal Injury Protection (PIP).
Tips for Designing Effective CTAs
To make your free guide offer stand out, follow these design tips:
- Use clear, benefit-driven language, like "Download Your Free Car Accident Checklist."
- Emphasize immediate value, such as "Discover What Insurance Companies Don’t Want You to Know."
- Keep form fields simple – just ask for a name and email.
- Place the CTA prominently above the fold on relevant pages.
- Include commonly searched legal terms to improve SEO.
Crafting Content That Works
The best legal guides are easy to read and packed with actionable advice. Keep these points in mind:
- Break down complicated legal topics into simple terms.
- Offer specific steps readers can take right away.
- Use real-world examples to make your points relatable.
- Avoid overwhelming readers with too much legal jargon.
Shorter guides often perform better than long, detailed ones. Focus on quick, actionable tips that highlight your expertise and keep readers interested.
To measure how well your guide is working, add a form field asking how someone found your firm. This feedback helps you fine-tune your marketing efforts and improve conversions.
4. No Fee Unless You Win
The "No Fee Unless You Win" message directly addresses potential clients’ concerns by removing the fear of upfront costs. It also emphasizes your firm’s dedication to achieving results. Placing this message strategically on your site and using clear qualifiers can make it even more effective.
Where to Place and How to Present It
- Place the message near details about potential case values, such as "Cases with $10,000+ in medical bills."
- Pair it with accident types that showcase your firm’s expertise, like serious or complex cases.
Clear Qualifying Details
Adding specifics helps set clear expectations and targets the right audience. Examples include:
- "No Fee Unless You Win – For Cases with $5,000+ in Medical Bills"
- "Zero Upfront Costs for Serious Injury Claims"
- "Free Case Review – We Only Get Paid on Success"
Highlighting High-Value Cases
Focus on accidents that often lead to larger settlements, such as commercial truck accidents, drunk driving incidents, multi-vehicle crashes, or catastrophic injuries.
Speak to Client Needs
Frame your firm as the guide and your clients as the central focus. Use messaging that highlights their benefits:
- "You Pay Nothing Until We Win"
- "Focus on Recovery – We’ll Cover All Legal Fees"
5. Contact Us to Protect Your Rights
This call-to-action (CTA) uses design, context, and trust to encourage visitors to take action. "Contact Us to Protect Your Rights" creates urgency and positions you as an advocate for clients needing immediate help.
Strategic Placement and Design
Place this CTA on pages covering legal violations or urgent issues. Use contrasting colors like deep blue or burgundy on light backgrounds to make it stand out while keeping a professional look. These design elements work hand-in-hand with the page’s content to make the CTA more effective.
Contextual Messaging
Position the CTA near critical information, such as statute of limitations details (e.g., "Time-sensitive: Contact us now to preserve your rights") or after descriptions of incidents to prompt quick responses.
Emphasizing Action and Benefits
Shape the CTA to highlight both urgency and clear benefits. Mention advantages like immediate evaluations, protection of important deadlines, and securing evidence.
Accessibility Matters
"Descriptive CTAs are far more valuable and more relevant to search engines and your visitors, and they also improve conversion rates" [2]
Ensure accessibility by using clear fonts, strong color contrasts, and descriptive alt text. Provide multiple ways for users to get in touch, such as phone, email, or live chat.
Reinforcing Trust
Strengthen the CTA with trust-building elements like recent case outcomes, client reviews, attorney qualifications, free consultation offers, and guarantees for prompt responses. These additions can make your message even more persuasive.
How to Make Your CTAs Work Better
Make your attorney CTAs more effective with these advanced tactics.
Placement and Design That Stand Out
Position CTAs close to relevant content. Use contrasting colors that align with your brand to make them pop. For instance, Gomez Trial Attorneys grabs attention with a bold orange "Free Case Evaluation" button [3].
As desktop layouts evolve, your mobile strategy must keep pace.
Mobile Optimization
Design CTAs for mobile users by ensuring buttons are easy to tap, with enough padding and spacing for comfort.
Experiment and Improve
Run A/B tests to refine your CTAs. Experiment with:
- Button Colors: Test contrasting hues that fit your brand.
- CTA Text: Try different phrases and benefits.
- Placement: Adjust where CTAs appear on the page.
- Size and Shape: Test variations for better visibility.
Tailor your CTAs further by focusing on your audience.
Segment Your Audience
Follow PayPal’s lead by creating CTAs for specific client groups [3]. For example:
| Client Type | Tailored CTA Example |
|---|---|
| Personal Injury | "Get Your Free Case Review Now" |
| Business Law | "Schedule Your Business Consultation" |
| Estate Planning | "Protect Your Family’s Future" |
Visual Tweaks for Impact
Build a clear visual hierarchy to make your CTAs stand out. The Cheshire Law Group uses negative space around their "Get to know us" button to create a professional feel [3]. Other tips include:
- Adding whitespace to draw attention.
- Using subtle hover animations.
- Placing trust indicators nearby to build confidence.
- Ensuring text contrast meets accessibility guidelines.
Track and Analyze Performance
Use analytics to track how your CTAs perform. Look at:
- Click-through rates by location.
- Conversion rates across devices.
- User actions before clicking CTAs.
- Time spent on the page before conversions.
Leverage these insights to tweak your CTAs for better results.
Conclusion
Strong calls to action (CTAs) are essential for turning website visitors into legal clients. They guide potential clients with clear, actionable steps while building trust and highlighting your team’s dedication. A client-first mindset can make your CTAs even more effective.
To ensure your CTAs work seamlessly with your website’s overall design and purpose, keep these tactics in mind:
- Use analytics to test and improve performance
- Ensure mobile optimization for better accessibility
- Write clear, benefit-focused messages
- Include testimonials and case results to build trust
Your CTAs should reflect your firm’s commitment to helping clients, acting as a bridge between their needs and your expertise. This approach strengthens your credibility and connects prospects to the legal support they’re searching for [1][2][4].
