Episode Overview

Podcast: The Law Firm Marketing Minute
Host: Spotlight Marketing + Branding
Episode: "Why No One is Clicking Your 'Book a Call' Button"
Date: February 20, 2026

This episode tackles a critical question faced by law firm owners: why aren't website visitors clicking the "Book a Call" or "Contact Us" buttons? The host dives into the psychology of website calls to action (CTAs), providing actionable advice on persuasive copywriting and practical examples specific to legal marketing.

Key Discussion Points & Insights

1. The Real Issue Isn't the Button – It's What Comes Before

• The host challenges the idea that the specific text on your CTA button ("Contact Us," "Get in Touch," or "Book a Call") is what makes the difference.
• The problem is rarely the button itself—it's about what leads up to it.

Quote:
"It's not about whether you say 'contact us' or 'get in touch' or, you know, 'let's talk,' right? It's more like, why should they do that in the first place?"
— Host [00:05]

Insight:
The persuasive work is done in the copy before the call to action. The button is just the final step; the convincing must happen earlier on the page.

2. What Motivates Users to Take Action?

• Site visitors need to understand:
  • Why they should take action ("What's in it for me?")
  • How their life will improve if they take the step
  • What will happen next (setting expectations)

Quote:
"How is their life going to get better if they do it? What should they expect if they do it? You know, that's where you do the work."
— Host [00:18]

Insight:
Law firm websites must address these three psychological touchpoints to increase conversions.

3. Practical Example: Applying This to Estate Planning

• The host illustrates persuasion with an estate planning example:
  • Tap into the pain point: worry about your family's future
  • Paint the desired transformation: peace of mind and feeling responsible

Memorable Moment:
"If you don't feel comfortable and confident that your kids are taken care of if something happens to you, that's a bad place to be. As a parent, that's something that can keep you up at night sometimes. So wouldn't you like to, you know, put a plan in place..."
— Host [00:41]

• Only after illustrating the value does the call to action come: "Contact us."

Insight:
Emotionally resonant storytelling makes CTAs compelling.

4. Selling the Transformation, Not the Consultation

• Good copy walks visitors from their starting point (pain) to the promise (relief, security).
• The CTA should feel like a natural next step after this journey.

Quote:
"It's selling them on, hey, you know, if you're here at point A... we can help you do that. Contact us. Right? So it's the work you do before the actual call to action."
— Host [01:18]

Notable Quotes & Moments

• On CTA Wording:
  "It's not about whether you say 'contact us' or 'get in touch' or, you know, 'let's talk,' right? It's more like, why should they do that in the first place?" [00:05]

• On Setting Expectations:
  "How is their life going to get better if they do it? What should they expect if they do it?" [00:18]

• On Emotional Motivation:
  "If you don't feel comfortable and confident that your kids are taken care of if something happens to you, that's a bad place to be. Like, as a parent, that's something that can keep you up at night sometimes..." [00:41]

• On the Role of Persuasive Copy:
  "It's the work you do before the actual call to action." [01:22]

Timestamps of Key Segments

• 00:00 – Why button text isn't the problem; it's about persuasive pre-CTA copy
• 00:18 – Importance of communicating the benefit and process
• 00:41 – Example: estate planning copy that motivates action
• 01:18 – The real "selling" happens before the call to action

Summary & Takeaways

For law firm owners, boosting CTA clicks isn't about tweaking button text. The secret lies in your website's persuasive copy:

• Sell the transformation, not the consultation.
• Address visitor pain, describe the benefit, and clearly outline next steps.
• Use emotionally resonant examples tailored to your practice area.

Implement these principles, and your "Book a Call" button will start getting more attention—and clicks.