CTA (Call to Action)
The prompt that tells website visitors what to do next—'Call now,' 'Chat with us,' 'Get your free consultation.' The bridge between browsing and becoming a lead.
A CTA is the invitation. "Here's what to do if you want our help."
Without clear CTAs, visitors read your website, maybe find it helpful, and leave. With good CTAs, they take the next step.
Why CTAs Matter
Your website can be beautiful, informative, trustworthy—and still fail if visitors don't know what to do next.
CTAs remove ambiguity. They say: "If this resonates with you, here's exactly how to proceed."
What Makes a Good CTA
Clarity: What will happen when I click this? "Schedule your free consultation" is better than "Learn more."
Prominence: Can visitors find it without hunting? Above the fold, visible, distinct from surrounding content.
Action-oriented: Verbs that imply movement. "Start your free case evaluation" not "Free case evaluation available."
Low commitment when appropriate: "Chat with us" is easier than "Call now" for many people.
Common Law Firm CTAs
- "Free consultation"
- "Call us 24/7"
- "Chat now"
- "Get your case reviewed"
- "Speak to an attorney"
The best CTA depends on your practice and your clients. Test different options; see what converts.
CTA Placement
CTAs should appear:
- In the header (persistent, always visible)
- On the hero section (first thing visitors see)
- After benefit sections (once you've explained value)
- At the bottom of pages (for those who read everything)
- In content (blog posts, practice area pages)
Multiple CTAs aren't redundant—they catch people at different points in their journey.
The Relationship to Intake
Your CTA is the entry point to intake. Whether it leads to a form, a chat, or a phone call, it starts the process.
The CTA that gets the most clicks isn't necessarily the best. What matters is which CTA gets the most clients. Track the full path, not just the click.