If the content on your law firm website serves to showcase your law firm’s skill, experience and ability to solve problems, it is your call to action that ultimately prompts potential clients to pick up the phone or fill out a contact form.

Your call to action should be concise, simple and action-oriented. It should make your visitors want to become clients. Here are some of the great (and not-so-great) calls to action out there.

Best Practices in Calls to Action

In our world of short attention spans, most of your visitors will spend fewer than 15 seconds on your website before deciding to take action or move on.

To that end, a CTA should be eye-catching, punchy and do everything possible to encourage action on the part of your visitor as quickly as possible. Your visitors should know what they’ll get out of contacting you, and the CTA should be easy to find—without being obnoxious.

As I compiled this list of the best law firm CTAs, I started by looking through the best law firm websites. Surprisingly, many of these sites did not contain clear, effective CTAs.

Great Examples of Effective Law Firm Website CTAs

Good CTAs are visually attractive without interfering with the overall aesthetic of the website.

YLaw Group

This family law firm got creative with its CTA—and it really works. With its revolving screens and effective photos, the firm asks visitors to call when “family life isn’t a box of chocolates” or“when change is not a realistic solution.” The play on words strikes a chord with people considering divorce.

Small Law

This is a good CTA, with its fun play on words reflecting the firm’s name, Small Law.

C.A. Goldberg

Use of the phrase “we can help” works very well with this firm’s CTA. It also provides two clear options to the user: to schedule a consultation or donate to a pro-bono case.

Kain and Scott

The idea of “get your life back” is sure to resonate with individuals facing bankruptcy. The firm also does an excellent job of separating the different paths visitors might take depending on their needs.

Ineffective Law Firm Website CTAs

Calls to action should be simple and to the point. Some legal websites go too far and are too complex in their messaging or obscure their CTAs with popups.

Staver Law Group


The popup here makes this CTA ineffective. Visitors are more likely to click away than they are to click “yes” to the intrusive question being asked of them.

Abes Baumann

This CTA page would be great without the pop-up. The firm even apologizes for interrupting the user experience!

Some Great Non-Legal CTAs

Law firm websites can take inspiration from great CTAs on non-legal websites.

Evernote

Digital marketers have long appreciated Evernote’s “Remember Everything” slogan, which the
company uses on its call to action page. It quickly and concisely tells users the value its product offers.

Netflix

Netflix is another well-known brand with a fantastic CTA. The streaming service invites visitors to “see what’s next” and offers them a one-month free trial.

Grey Goose

Rather than an overly promotional marketing message, Grey Goose invites visitors to find a cocktail suited to their unique tastes.

OKCupid

Popular dating website OKCupid makes great use of color contrast in its CTA. The site also makes it easy for a user to get started with the service.

Make sure your website encourages a visitor to take the first step towards becoming your client by having an effective call to action.

5 responses to “Calls to Action on Law Firm Websites: the Great and the Ineffective”

  1. Steven J Fromm says:

    Hey Karin: Never really understood CTA until reading and looking closely at your examples. Thanks for that and all your insights.

  2. Nick says:

    I’m interested in your criteria for establishing what is “effective”. Have you tested these different designs? My understanding is that chat pop ups are very efficient as they have high ROI. To me effective means conversion, not aesthetics.

    • Karin Conroy says:

      Hi Nick – I agree with your criteria for effective being about conversion and yes – I’ve read a lot of things about what works and chat popups haven’t really proven to convert. I’ll see if I can find a few links to add here. There are obvious exceptions to certain practice areas like some types of criminal defense where clients are in an urgent situation and might want privacy. However most of the time they’re seen as an annoyance and really start your firm off on the wrong foot.

      • Leticia Mooney says:

        The other thing about pop-ups that cover the entire page is that sites are going to start seeing themselves penalised for it. The best pop-ups add value and serve to capture attention when a user is finished. That is, when they intend to exit.

        The only way you can really ensure that your own method is going to be effective is through absolute clarity over the users’ top tasks, paired with focused user testing. Just testing 5 participants can surface up to 80% of the problems in usability testing for example.

        A great resource for understanding user tasks for those unfamiliar with usability and testing is Gerry McGovern’s book The Stranger’s Long Neck. I highly recommend it. :)

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