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Marketing your services often depends on a strong call to action (CTA) at the end of your articles, blog posts or other web content. The call to action could be to sign up for legal services, call today or schedule a legal consultation. Call to action words are integral to compelling ad copy, and there is not necessarily a one-size-fits-all approach. Therefore, you have to test the effectiveness of your call to action.
The most effective CTAs are those that successfully encapsulate the purpose of a particular piece of copy into one or two sentences. Simpler words and phrases are better.
You can test the performance of a CTA by using several different calls to action on different landing pages or by alternating different CTAs on the same page over time. The calls to action with the highest click-through rates are the most effective ones.
Keep in mind that click-through rate is not necessarily the same thing as conversion rate. While the most exciting CTAs tend to have a high initial click-through rate, they do not always lead to an attorney-client relationship. To combat this, hospital error attorneys — and law firms in general — should also consider making their CTAs emphasize professionalism and trustworthiness. Shock value or empty promises have no place in law firm CTAs.
You should always conduct CTA tests for your website. Do not just copy the calls to action of successful competitors or marketers! Every law firm website is different based on geography, the firm’s focus and their target market. Some CTAs work better in some areas than others.
Finally, don’t eschew the CTA! It can make an enormous difference in your marketing efforts. When people read a piece of content, they often want to know the point of the content. What should they do now? The call to action gives the reader a direction to move after they take in the information on your site.
Don’t let such an important marketing technique go to waste! Include a call to action on your site and test it today. (See what we did there?)