Next Phase: Why Law Firms Need to Build Calls to Action

Lawyers have always been good at networking because they know what they do like the back of their hands, and they’re good at talking about it.  Other marketing avenues, including online marketing, well . . . not so much.  Law firms often drop advertising without a clear call to action.

Don’t know what a call to action is?  Here’s the only thing you need to know: if you look at a piece of marketing, and you can’t discern what to do next, then you’ve failed as a marketer because there is no ‘call to action’, no invitation to take the next step.

You can write Don Draper-level ad copy; but, if your potential law firms clients don’t know what to do next, you’ve already lost them.  This is especially true of web-based marketing, where it’s not enough to just throw up a phone number.  Instead, you need to create a click-to-call link, or you need to move the potential client into whatever lead funnel you’ve established.

If you’re not sure whether you’ve placed an effective call to action, ask a nonlawyer, who is unfamiliar with your business, to review your ad, and see if she understands, intuitively, how you want consumers to interact with it.  If there is a moment of hesitation, that’s all it takes for a modern law firm consumer to move on.  You’ve then got to be more direct, and obvious.

Because, if you can’t bait the hook, you won’t be afforded the opportunity to pull up the line.

. . .

If you and your clients seem worlds apart, we can help.

The Wyoming State Bar offers free law practice management consulting services through Red Cave Law Firm Consulting.  To request a consult, visit the Wyoming State Bar’s law practice management page, and start running your law firm like a business.

Share on Social Media