Imagine that you write an informative blog post and post it on your law firm’s website. Your post, which is several thousand words long, describes the six types of alimony recognized by Florida law and the situations in which the courts award each type. After reading your post, the reader knows which kind of alimony the courts will likely award in their divorce case, feels confident that getting divorced will not cause them financial ruin, and goes back to Google to search for a divorce lawyer. What’s wrong with this picture? Since you have invested all the time in writing this informative blog post, shouldn’t the reader contact you? If your blog post does not have a call-to-action (CTA), you risk situations like the one just described. If your blog posts do not currently have CTAs, you should add them as soon as possible, but your work on the blog thus far has not been in vain. Updating your blog is good for SEO rankings; time on page is also an SEO criterion, so you are promoting your law firm if you post long form content and visitors read it all the way to the end. The most effective legal blog content, however, almost always contains a CTA.
Every Call-to-Action Begins With a Verb
A call-to-action (CTA) is a brief phrase of text contained in a clickable link or a clickable button. It should instruct the reader what they can do by clicking the link or the button. For example, a CTA might enable readers to subscribe to a newsletter, fill out an online contact form, or add an item to an online shopping cart. Therefore, the call-to-action phrase should begin with a verb, and it should be as specific as possible about what the reader will do by clicking it. These are some examples of CTA phrases that law firms might use:
· Contact Bloggins & Associates
· Download our guide to car accident insurance claims
· Subscribe to our newsletter
· Schedule a free consultation
Where Should You Place the Call-to-Action for Best Results?
Where you should place the CTA depends on the type of content. In a blog post, it should be at the end, and a paragraph that describes how the reader can benefit from clicking a CTA. In a marketing email, it can be almost anywhere, since readers are used to clicking links in emails. On a landing page, it could be at the top or on the bottom. In social media content, the ideal CTA location depends on the layout that the social media app uses. It could even be in the form of a pop-up or slide-in button.
Increase Your Site’s Conversion Rate With Effective CTAs
Updating the blog on your law firm’s website is great, but adding a CTA at the end of each post to increase your conversion rate is even better. The professional legal content writers at Law Blog Writers will deliver custom-written blog posts that hold readers’ attention from title to CTA.