Millions of people purchase products every day because they were enticed to do so through a strong call to action – a Buy It Now, a Limited Time Offer, a Click Here, a Sign-Up Now – whatever the incentive, it moved them to a purchase decision.
Calls to action work for several reasons, chief among them is that it’s human nature to follow instruction. A great call to action is one that creates a sense of urgency in a prospect’s mind, offers a solution to a problem or stimulates a desire.
A great CTA works when it:
- Triggers an emotional reaction;
- Shows exactly how to make a purchase;
- Creates a sense of urgency to make the purchase;
- Provides incentives or an offer that is too good to ignore.
There are many ways to integrate a great call to action into your law firm marketing efforts, including:
On your website. Even when you’re selling a service, you should create calls to action on every page of your website. Have a sign-up for a free report, a webinar or e-newsletter on every page.
In your newsletter. If you have a monthly newsletter, you should be featuring a new incentive every month to entice prospects to get in touch with you.
How Free Reports Can Generate Paying Clients
Many attorneys I’ve worked with have heard that free reports are an important component of a law firm marketing strategy.
But most are not sure how or why they are important.
The real value of a free report in law firm Internet marketing is in its role as a quid pro quo. Potential clients give you some information about themselves in exchange for some valuable legal information on a topic of interest to them.
The information you’re asking for is their contact information. And that is a key first step in beginning a trust-building relationship with them.
But first, you need to make sure your report is worth the valuable information the prospective client has just given you.
Here are four proven elements of a well-crafted free report:
- Addresses issues that people really care about – Remember, clients may not care about legal precedents, but they are very likely to care about how to save money during a divorce.
- Uses layman’s language – If they are being completely honest, most people would tell you they prefer reading USA TODAY to the New York Times. While the NYT is a serious paper for serious people, USA TODAY is interesting at the individual level, and it’s written in an easy-to-read format.
- Builds credibility for your law firm – Don’t miss this opportunity to share client quotes or real life results you’ve gained for your clients.
- Includes a call to action – By the end of the report, the prospective client should be interested enough to take the next step, whether that is going to your website for more information, or signing up for your newsletter.
This kind of free educational information is a great tool to start building relationships with many people who need your help but aren’t ready to walk in your door. It is not enough simply to offer people a free consultation. Almost every lawyer does that. Take it one step further and give them some great information that will help them think through the issues and challenges they are facing.
Once you have created these educational tools, find every way you can to give them away to as many people as possible. For an example, see below.