Lawyers Media News


Law Marketing Topics for September 27, 2022

Put the call to action at the beginning, not the end, of every blog post.

Standard legal marketing advice includes the recommendation that every blog post end with a call to action (CTA). According to this well-worn advice, the (hopefully engaged) reader should be told the next step toward a solution to his or her problem at the end of the post. Fill out a contact form, pick up the phone, review additional firm-published information. Et cetera.

The problem with this advice is that it assumes the reader is going to make it all the way down to the end of the blog post. Many don't.

Put the call to action at the beginning of the blog post. Give the reader a reason to read the post.

Begin like so:

"Property owners who fail to object to their assessment by Jan. 15 will forever lose the right to challenge the assessment and may wind up paying thousands of dollars in taxes unnecessarily."

Now that's a call to action. A blog post that begins with a strong reason for the reader to keep reading -- and take action -- is one that will be read in its entirety and acted upon.