The following are examples of good opportunities for responding:
- Ordering a free report
- Signing up for the law firm newsletter
- Downloading materials pertaining to the potential client’s particular legal issue
- Requesting a consultation with the law firm
Every page on the website does not necessarily need an offer like the ones outlined above. However, every page should contribute to the story that ultimately leads the potential client to take one of those actions. Navigation on the law firm website should also be clear and easy, so that the action can be taken through just one or two clicks. Further, the attorney should continuously measure the success rate of each call to action to determine which are working best for attracting the ideal potential clients. It is also important to remember that privacy is valuable to most potential clients. Therefore, if your offer requires the potential client to enter an email address or other personal information, be sure to include a statement that verifies the law firm will respect privacy.
For more information about how high quality copy can be utilized to encourage potential clients to respond, contact Great Legal Marketing for this and more of the best marketing for lawyers. Fill out our online form or call our office today at 703-591-9829.