A call to action (CTA) is a statement designed to spur the reader to action. The most common call to action example is “Buy Now!”, but there are an infinite number of messages and ways to influence your style and tone in a way that best caters to your audience.

One thing is certain for all CTAs, however, and that’s the fact that they always contain an action word—usually in the form of a command. On websites it’s common to see call to actions with the words “follow,” “sign up,” “register,” “subscribe,” “buy,” “download,” “share,” and “click here.” These words urge the website user to take the next step towards becoming a paying client.

A CTA should be a key part of your marketing strategy on your law firm website to get your users to act immediately. It lets users know what the next step in the process is. Don’t assume that visitors will understand what to do after reading your site, or how to connect with you. If you want potential clients to call for a free consultation, let them know! If you’d prefer them to fill out an intake form online, direct them clearly to the form with a clear CTA.

As a service provider, every page of your website should have a CTA. Unlike informational resources, such as a website for the local library, the point of your law firm’s website is ultimately to attract new clients and boost your bottom line. You can’t convert those website users to clients without effective CTAs. If your website doesn’t have a clear call to action, your website is likely incomplete—which may cause you to be missing out on potential clients.

4 Ways to improve your call to action

Think about the websites you’ve been on lately. Have you downloaded an app?

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Originally published on Clio.com