Call to action examples for lawyers
Most calls to action fail because they ask for more commitment than the visitor is ready to give. These vary the ask, not just the verb.
Ten of them follow, written for lawyers rather than filled in from a template. Your customer is someone with a problem they have been avoiding naming, and what they are weighing up before they get in touch is a bill that arrives with no warning and no way to have predicted it.
Plain button
**Book a consultation**
Use this as the default. Say the action, not "submit".
Button with the objection handled
**Book a consultation** We start with a paid or free initial consultation, stated clearly which. No obligation, and no one will chase you.
Use this where people hover but do not click.
For the urgent visitor
**Call [phone number]** — we answer between [hours]
Use this for the person who has already decided.
For the one still deciding
Not ready to book? We start with a paid or free initial consultation, stated clearly which — ask anything you like, and if we are not the right fit we will say so.
Use this as a second, softer CTA further down the page.
With the price anxiety answered
**Book a consultation** We quote flat fees wherever the work allows. You will know the number before you commit to anything.
Use this where cost is the thing stopping the click.
With proof next to it
Admitted to practise in this state. You speak to the lawyer, not an assistant. **Book a consultation**
Use this at the bottom of a long page, where the reader needs one last reason.
Scarcity, honestly
We take [number] matters at a time so the standard holds. **Book a consultation**
Use this only if it is true. If you invent it, it reads as a trick.
Form intro line
Tell us what you need and we will come back to you [within X hours]. We start with a paid or free initial consultation, stated clearly which.
Use this as the sentence directly above a contact form.
After the services list
Not sure which of those you need? That is normal. We start with a paid or free initial consultation, stated clearly which. **Book a consultation**
Use this where the CTA follows a list and should not repeat it.
The quiet one
When you are ready, we start with a paid or free initial consultation, stated clearly which. There is no rush, and there is no pressure from us.
Use this where a hard sell would be wrong — sensitive or considered purchases.
Writing for lawyers: what actually matters
What should a lawyer’s website say that a generic one does not?
Three things, in this order. That you are admitted to practise in this state. That you understand the thing people are actually worried about, which for lawyers is a bill that arrives with no warning and no way to have predicted it. And what happens next: a paid or free initial consultation, stated clearly which. Everything else on the page is decoration by comparison.
What does someone with a problem they have been avoiding naming check first?
The credential, then the proof. For lawyers it sounds like this. We quote flat fees wherever the work allows. You speak to the lawyer, not an assistant. We estimate before the work starts. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on a lawyer’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "We start with a paid or free initial consultation, stated clearly which" answers the one they are actually holding. If you only fix one thing, fix that.
How long should the copy be?
Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining a bill that arrives with no warning and no way to have predicted it — there, specifics earn their length.
Everything else for lawyers
Call to action for other trades
- Plumber
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- HVAC Technician
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