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Chapter 5/6

Generate Leads from your Law Firm Website

Law Firm Website Design

2 min read

Generating Leads and Inquiries from Your Law Firm Website

It’s not enough to have a solid website. You can increase your website traffic exponentially and still not see any benefits. To make your law website work for you, you must use it to generate leads and inquiries for your law firm. These are the fundamentals of law firm website marketing. The M-word doesn’t have to be dirty. It’s just the way your firm connects with the people it can help.

The Power of the Call-to-Action

Visitors ready to take the next step with you need to know what that next step is. That’s where law firm website marketing CTAs come in. A call-to-action (CTA) is a tool used to inspire action from your website visitors.

Your law firm website should have a marketing CTA on every page. Your CTA may differ depending on your goals. Do you want to generate leads from clients looking for your legal services? Placing a contact button or contact form on your website pages might be enough. Or, if you want to generate email addresses for your email list, a CTA to sign up for your newsletter might be best.

To create compelling CTAs:

  • Keep them short and simple. CTAs should be concise, telling the visitor exactly what they’ll get when they follow through.

  • Make them stand out. Use call-out boxes, pop-ups, headings, and more to make your CTA stand out from the rest of your webpage content.

  • Use your power words. These words generate an emotional response that compels the reader to take the next step. For example, use words like inspiring, free, impressive, new, etc.

Here’s an example of CTAs in action:

OVB has two CTAs on their homepage: Get to Know Us and Contact Us.

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Using Lead Magnets

Sometimes, when marketing your law firm, potential clients aren’t quite ready to “buy now.” They are still gathering information and would typically like to be educated. A lead magnet is a tool that educates your visitor, but also helps you connect with them in the future.

Some examples include:

  • Guides
  • Checklists
  • Printables
  • Quizzes
  • Whitepapers

In exchange for a website visitor’s contact information, they’ll receive your lead magnet. The goal is to create lead magnets that are high quality and extremely useful. Your visitors won’t give up their email address or phone number for subpar content—and you shouldn’t expect them to.

Once created, build CTAs on your website and blog that point to the lead magnet form. It’s simple and effective.

Pixel Law’s site gives startups the option to download their free ebook.

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They actually put the lead magnet prominently in several places on their site. One scrolls down the page and sees it again:

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Designing the Law Firm Lead Magnet

Think about each page on your site. Consider why the person is there and what you want them to do next. With that in mind, you can start building a funnel on your site that turns website visitors into leads and leads into engaged clients. For more information on using CTAs and lead magnets in your law firm’s marketing funnel, check out our Complete Guide to Law Firm Marketing. It’s both a guide and an example.