This article was written by Nancy Rapp, Esq., SEO Content Manager at PaperStreet Web Design. PaperStreet is a web design and marketing company offering comprehensive SEO, PPC, social media, branding services and more. Have you ever wondered why some legal websites are better at turning visitors into leads while other sites are ignored? The problem is that many law firms and attorneys treat their websites as online brochures rather than lead generation tools. Why Treating Your Website Like a Brochure Doesn't Work Imagine this scenario. A woman is going through a divorce and is looking for legal help online. A law firm's website looks promising, so she clicks on it and finds a long, scrolling homepage filled with text and photos highlighting the firm's divorce lawyers, their history in the local community, and their legal distinctions. She is happy with what she has found but decides to continue her search. She arrives through another law firm. Their website features a short homepage that immediately indicates that they work specifically on divorce cases and offers a quick free same-day phone consultation with an empathetic attorney. Both websites offer the Employee Email Database same service, but which one is more likely to generate a lead? The second website follows a simple and proven lead generation format:It quickly brings value (in this case, a free phone consultation). It offers a clear step forward with a compelling call to action. It collects track information so that it can be tracked. It provides unique, compelling, and engaging content that addresses specific needs and questions. Seen this way, a brochure-style website acts more like a wall that visitors must climb to solve their problems. On the other hand, a lead-generating website serves more as a door that a visitor has to go through. It greets you at the door with content that meets your needs, welcomes you, and offers nurturing content that builds a relationship. Choosing the latter makes it easier for your business to generate leads online. So how can you turn your website from a brochure into a lead generation engine? Here are seven tactics you can implement today. Tip 1: Use powerful calls to action throughout your website A call to action (CTA) is a clickable link or button that tells your website user what to do next. We see CTAs online all the time: buy now, sign up today, schedule your appointment, etc. Although people may say they don't like being told what to do, data shows that having clear CTAs on your website and other marketing materials dramatically increases conversions. "If your homepage design is what grabs a person's attention, the CTA is what keeps it." - Hub SpotA CTA should be at the forefront of your website, and it should show that there is a solution on the other side of the action taken. Allen Law Firm provides a great example of a compelling CTA that maximizes lead generation for its attorneys. Instead of being greeted by walls of text and images, the visitor sees a law firm ready to help and is invited to get a free consultation . Not only that, but an interactive phone number is displayed in the navigation menu, allowing them to contact the company no matter where they are on the website. Example of a legal site with strong CTAs Source: Allen Law Firm website When you provide value and inspire your visitors to take action, they'll be more likely to become a lead you can follow up with. Bonus: Learn how to A/B test your landing pages. Tip 2: Create targeted landing pages for each service you offerAll law firm websites should explain their services. It is a given. In truth, many lawyers often forget how important these explanations are. For example, a person may think they need a divorce lawyer, but if you don't specify exactly how your law firm can help you, the potential client may try to sort it out themselves. the procedure. If you or your law firm practices different types of law, it's important that each service you offer has its own dedicated landing page.