When you’re spending money on print marketing and creating a message for potential clients about how you can solve their legal problems as a Super Lawyers or Rising Stars selectee, missing a compelling call-to-action leaves a consumer with nowhere to go.
It’s like getting in the car for a road trip, only to get stuck in your own neighborhood because the car won’t start. The car is packed, the tank is full, but you can’t hit the open road.
Your call-to-action should be clear, strong and intriguing to get potential client to act now and take the first step toward hiring you as their attorney. In a publication like Super Lawyers, you have a reputation-building opportunity from a trusted third-party and the real estate necessary to compel consumers to choose you. But without a successful call-to-action, your prospective consumers will find a solution somewhere else.
So how can you create a call-to-action that lives up to its name? Our playbook, Finding a Place for Print in Your Law Firm’s Marketing, takes a look at the issue and provides some helpful tips. But here are two easy ways to fine-tune your calls-to-action:
Use Strong Words
An effective advertisement begins with speaking directly to the reader. Once you get their attention, it’s time to use strong words to get them to act. According to Buffer, the five most powerful words in the English language are: you, free, because, instantly and new. That doesn’t mean you need to use those exact words, but in your ad, it might be worth referencing your free consultations, speaking directly to the reader with “you” statements or how they could be missing out “because” you’re the right attorney for the job. A call-to-action is your opportunity to persuade potential clients so don’t miss out.
Use Contrast and Colors
Your call-to-action should also be aesthetically pleasing to your audience, so don’t crowd the images and text. You want to draw the reader’s eyes to the most important items on the page. That should be your call-to-action, but it can also be the message you want to send about your firm or even your logo. Your design should be distinct enough to attract the reader’s eye and take advantage of the ways in which our eyes react to contrast and colors. Research the types of colors and the amount of white space that best suites what you’re trying to accomplish. Your words and your design should work together to help readers better understand your firm and what they should do.
Want to read more about being clear and concise, leveraging good design and tracking the success of your print ads? Download the playbook today.