Three Types of Call To Action In Law Firm Marketing

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Law Firm Marketing Call To ActionEvery time I discuss a call to action as it relates to law firm marketing, attorneys get nervous.  Lawyers think including a strong call to action in each marketing piece means giving the reader the “hard sell.”

That’s not the least bit true.

A call to action is important, in fact a call to action is necessary, simply to give the reader logical next steps to follow in the process of improving his condition.  I make the argument to lawyers all that time that NOT including a call to action is irresponsible.

Let’s think about that for a second…

You write an article and you get the audience concerned and even excited about their current situation.  The prospective client now feels compelled to do something to solve his problem.

But wait, he doesn’t know what to do.


Because you have not told him.

You’ve only done half the job.

You have committed marketing malpractice.  You raise an issue with someone who needs help and you have given him no way to relieve the anxiety he now feels.

I am going to help you solve this problem.  Here are the three types of calls to action you can include in your law firm marketing.

Educational Call To Action

This is the most common type of call to action you can include in your law firm marketing.  Simply put, this is offering another free resource to your audience of prospective clients.  The educational call to action is a way to help a first time visitor to a website get to know you a little bit better.  It is designed to help someone who has just discovered you realize how intelligent you are and how much credibility you have in your field.

Some examples include:

  • Adding links to other articles at the end of an article on the same topic.
  • Adding a link to a podcast or video that can be viewed without the use of a password or additional information.
  • Including a document as an attachment to an article for the reader to save on his computer.

The phrasing of this call to action is:

“Follow the link below for my free resource titled: ‘Report Name Here’ There is no information required to receive this free resource.”

The Opt-In Call To Action

The next type of call to action used in law firm marketing is the opt-in call to action.

You use this to get your prospective client to demonstrate his interest in you and in your services by exchanging his contact information for a valuable resource.

This resource can be in the form of a free report (downloadable on your website or via email) or a free video (downloadable or made available via DVD).  The key is to make the resource available only after the prospective client has given you his contact information.

I use a FREE CD as my opt-in call to action.

Here is the example and the phrasing along with an offer to receive my free CD.

If you would like to receive my free CD titled:  “Five Secrets of Million Dollar Lawyers,” click this link:  Dave Lorenzo Please Send Me the Law Firm Marketing CD Now!

The “Hard Close” Call To Action

This is the call to action most attorneys are familiar with.  It also is the one that makes them cringe.

Simply put this is where you ask the client to call you for help.

This works when you have already primed the client with free information and he is convinced you are the best option for him.  Typically, if you have used the other two types of calls to action, the client will reach out to you on his own.

The only time the hard close call to action makes sense in law firm marketing is when you follow up with someone who has received a free report or other complimentary information product from you.  At that point you should have built up some credibility you can then ask them to come in to speak with you about their problem.

Too often I see this call to action used prematurely on a website or television commercial.  The client is just not ready to call you yet and by asking him to do so, you are scaring him right into someone else’s office.

How to Determine Which Call To Action To Use

So how do you know which call to action to use?

Simply think about the relationship stage you are in with the prospective client.

If he is on your website, you probably want to use an educational call to action to offer him more resources and build up your credibility.

If your prospective client is watching you speak at an event, the fact that you are on stage in front of him and were introduced by someone in authority, gives you high credibility.  In this case, you can offer your prospective client a free report as the opt-in call to action.

Finally, at the end of your free report, you can use the hard close call to action to get the client to call you for an appointment.  This is appropriate because he already trusted you enough to request additional information.  Now he is ready to solve his problem.

This concept – multiple calls to action – is something that requires practice.  Take some time and re-read this article.  Then give some thought to your marketing sequence.  Design the sequence from the client’s perspective.  This will help you determine which call to action is appropriate at each step along the way.

Here are three more articles you cannot miss:

You Must Always Include a Call to Action in Your Law Firm Marketing

If you want to create legal marketing, you must include a call to action.  Every marketing piece must ask the reader/listener/viewer to do something.  This interaction is the key to deepening your relationship.

More Choices of a Call to Action

Here are three more ways to use a call to action in your legal marketing.  This is essential for your success as a lawyer.

Why is a Call to Action Important?

This is from our Frequently Asked Question section.  People wonder why a call to action is important.  Here is the answer.