If you have a law firm website you are using to drive in new leads and revenue, it's important to make sure you are maximizing conversion on the site. In other words, you need your visitors to call, email, request a free guide download, etc. The best way to do this is to make sure that you are effectively using 'calls to action' on your site.
What follows are 5 places on your website you should try using a call to action.
1. On The Top Of Your Sidebar
This is one that seems obvious yet is often missing on law firm websites and blogs. People will enter your site on many different pages. If they find you through a long tail search result or via a link from a blog, they are most likely going to land on an interior page, not your homepage. This is why having a call to action at the top of your sidebar is a good idea. You want to make it very easy for an individual to contact you no matter how they enter your site.
Additionally, it's a good idea to have the call to action or contact form as the very first thing on your sidebar. The further down the page it slides, the conversion of the call to action will be effected.
2. After A Post or Article
It's a good idea to try a call to action at the end of a blog post or article. However, don't assume that just inserting "If you have been injured as the result of an accident call us at....." is the best call to action at the end of the article. Offer a free guide download relevant to the article or perhaps offer the ability to subscribe to your blog like they do over at the Crime In The Suites blog:
The advantage of using a call to action in this space is that the visitor has just finished reading your entire article so obviously there is a higher level of interest once they reach the end as opposed to a casual browser to the site.
Additionally, the call to action is directly in line as they read so they aren't as likely to "miss it" due to banner blindness. I'd also recommend mixing it up to see if using a call to action with simple text or a graphic like Crime In The Suites uses is more effective.
3. On Your Attorney Profile Page
I'll bet if you dig into your analytics you'd find that a lot of visitors check out your attorney profile page before making a decision on contacting you. With that in mind, why not use this as an opportunity to capture a visitor's attention?
4. Using A Lightbox Pop-Up
This one is a little more controversial because a lot of people think it's quite annoying. I'd say that this can be quite effective, but it really depends on your audience. People serving higher-end clientele should probably avoid this type of call to action. However, for more volume based law firms dealing directly with consumers, this is a good technique to try out.
The lightbox pop-up could include a request to join a newsletter, a free consultation offer, a live chat, etc.
5. Your Website Footer
While not everyone makes it down the end of your page, when it does happen usually they are checking your site out more closesly. This is why including a call to action in the footer of your website is a good idea.
Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]
John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]
I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]
If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]
If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]
The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]
The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]
How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]
And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]
Yeah that's true subscribers will easily notice the hotline written above actually you can place it anywhere as long as it is visible.