Despite its origins as an online personal diary and its family tree filled with other non-commercial forms of online writing, which range from the literary to the journalistic, the commercial blog has become a genre with its own formal conventions. Students might learn to write a blog post the way they might learn to write a business letter, sonnet, or five-paragraph essay. What the most important element of a blog post is depends on whether you are asking an English teacher or a search engine.
From a purely commercial perspective, one could argue that the most important part of a blog post is the call to action. It is the gateway through which prospective customers begin to engage with your business. Of course, a law firm is not just any business, so the guidelines for what makes an effective call to action (CTA) for a law firm website are different from what they would be for a site that sells sunglasses, for example, or one that publishes curated pop culture nostalgia content.
What Is a Call to Action?
A CTA usually appears at the end of a blog post or at the bottom of a page on a website. It can be a single sentence containing a clickable link, a short paragraph containing such a sentence, or even a virtual button, but the identifying characteristic is that it invites the visitor to do something and provides an avenue by which they can do it. The CTA might ask the visitor to provide contact information, make a purchase, or simply view more content. When a visitor to your site clicks the call to action, it is called conversion.
Conversion Isn’t Everything
If you read about other businesses with astronomical conversion rates, don’t feel like your law firm’s site is inadequate. If your DUI defense blog convinces someone to get a ride from a sober person, that is just as good as if it convinces them to fill out a contact form or download an e-book. If lots of people read your site without clicking the CTA, it still helps your word-of-mouth publicity and SEO rankings.
Law Firm Blog CTA Dos
Here are some ways to make an effective CTA for your law firm’s blog.
· Phrase your CTA as a short, informative paragraph. Mention the firm’s name and geographic location.
· If your CTA leads to a contact form, make the clickable phrase something like “schedule a consultation” or “contact Acme DUI Defense.”
· Use “you” statements even if the rest of the blog post is in the third person.
Law Firm Blog CTA Don’ts
Avoid these mistakes on your law firm blog’s CTA.
· Don’t use large, colorful, blinking buttons.
· Don’t encourage readers to buy something.
· Don’t phrase your CTA sentence the same way on every post.
Legal Writing Help
From catchy title to CTA, you can count on Law Blog Writers to provide engaging, factually accurate blog posts that will make readers remember your law firm.