Learn why "learn more" is a horrible Call to Action
You're scrolling through a legal website at 11 PM because you just got served papers, or your business partner wants to dissolve the company, or you're facing a family crisis. You're stressed, you need help now, and you land on a law firm's homepage. You see their services, their credentials, their fancy office photos... You're ready to reach out, but where's the "HELP ME" button?
After reviewing 100 legal websites, I discovered that 78% of law firms are practically hiding from their own potential clients. Welcome to the second installment of our 10-part series on the most common legal website mistakes. In part one we covered the basics, your website needs to be work. This week is a bit more marketing centric, but this one might be costing you more clients than you realize.
The Call-to-Action Crisis
Here's the brutal truth: most legal websites treat their contact information like a well-kept secret. I've seen phone numbers buried in paragraphs of text, email addresses relegated to tiny footer print, and the dreaded "Contact Us" buttons that leads to... more information about contacting them. But the worst offender? The generic, uninspiring call-to-action. "Learn More." "Click Here." "Read More." These phrases have all the persuasive power of elevator music.
What Makes a Call to Action (CTA) Weak?
Vague Language: "Learn More" tells me nothing about what I'm actually going to get. More legal jargon? More confusion? More time wasted?
No Urgency: When someone needs legal help, they usually need it yesterday. "Click here when you have time" doesn't match the urgency of their situation.
Hidden in Plain Sight: A phone number in the same font and color as your paragraph text isn't a call-to-action—it's camouflage.
Multiple Competing CTAs: When everything is important, nothing is important. Having five different "action" buttons confuses visitors instead of guiding them.
The Psychology Behind Effective Legal CTAs
People seeking legal services are often in crisis mode. They're not comparison shopping for fun—they need solutions, and they need them fast. Your call-to-action should speak directly to their emotional state and desired outcome.
Instead of: "Contact Us" ➡️ Try: "Get Your Free Case Review Now"
Instead of: "Learn About Our Services" ➡️ Try: "Protect Your Rights - Call Now"
Instead of: "Schedule an Appointment" ➡️ Try: "Book Your Free Consultation Today"
The Elements of a Conversion-Crushing CTAs
Action-Oriented Verbs: Start with words like "Get," "Protect," "Secure," "Book," or "Start."
Value Proposition: What do they get? Free consultation? Case review? Immediate help? Make sure your CTA offers immediate value.
Urgency Without Pressure: "Today" and "Now" work, but avoid aggressive language that might intimidate already stressed potential clients.
Visual Prominence: High contrast colors, larger fonts, and strategic placement make your CTA impossible to miss.
Real-World Examples That Convert
Here are some CTAs I've seen drive real results for legal practices:
"Book Your Free Consult Today"
"Get Help Now - Call 24/7"
"Start Your Case Review Today"
"Protect Your Family Forever"
"Free Consultation - No Obligation"
Mobile-First CTA Optimization
Remember, over 60% of legal searches happen on mobile devices. Your call-to-action button needs to be:
Thumb-friendly: Large enough to tap easily
Above the fold: Visible without scrolling
One-tap accessible: Direct phone calls or simple forms
Fast-loading: No one waits for slow buttons in a crisis
Testing Your Legal Website's CTA
Ask yourself: If someone lands on your homepage in a panic, can they figure out how to reach you within 5 seconds? If the answer is anything other than "absolutely yes," it's time for a CTA makeover. Quick Test: Have a friend (preferably one who's never seen your website) visit your homepage and time how long it takes them to find your primary way to contact you. Anything over 3 seconds is too long.
Conclusion
Your website visitors aren't looking for puzzles to solve—they're looking for problems to fix. A clear, compelling call-to-action isn't just good web design; it's good client service. It's the digital equivalent of holding the door open and saying, "Come in, we're here to help."
In our next post, we'll tackle mistake #3: Not Using Color for Attention. Until then, take a hard look at your current CTAs. Are they working for your clients, or are they working against them?