‘Contact Us Today’ Is the Most Boring CTA in Legal Marketing – Here’s What to Say Instead

When PaperStreet reviews law firm websites during our design consultations, one phrase appears more than any other: “Contact Us Today.” With over 2,000 impressive designs for legal websites created in our 20+ years of experience, we can confidently say that this is the most overused and underperforming call-to-action (CTA) in the legal industry.

Your website visitors don’t need to be told to contact you “today.” They already know they can reach out whenever they want. What they need is a compelling reason to choose your firm over the dozens of other attorneys competing for their attention.

Why “Contact Us Today” Fails to Convert

This generic phrase underperforms for several critical reasons:

It’s completely forgettable. When every law firm uses identical language, none stand out. Your potential clients have seen this exact phrase on countless other legal websites, making your firm blend into background noise.

It creates no genuine urgency. Despite including “today,” this CTA actually diminishes urgency. It sounds like marketing speak rather than genuine motivation to act immediately.

It fails to motivate. The phrase tells visitors what to do, but not why they should do it or what benefit they’ll receive from contacting your specific firm.

It’s attorney-focused, not client-focused. The phrase centers on what you want (contact) rather than what the client desperately needs (solutions, answers, peace of mind).

Understanding why generic CTAs fail is the first step toward creating buttons that actually convert prospects into clients.

The Psychology Behind Effective Legal CTAs

Successful call-to-action buttons tap into psychological triggers that motivate people to take action. 

• Fear of missing out drives people to act when they believe an opportunity might disappear.
• Social proof reassures visitors that others have successfully worked with your firm. 
• Immediate gratification appeals to people who want quick answers to pressing legal problems. 
• Authority and expertise help establish trust, which is crucial in legal relationships.

By leveraging these psychological principles, you can craft CTAs that feel natural and compelling rather than pushy or salesy.

Short and Punchy CTAs (2-4 Words)

Sometimes brevity is best, especially for mobile users or when screen space is limited:

• Get Help Now – Creates urgency while focusing on client needs
• Start Here – Simple and direct for intake forms
• Claim Your Rights – Powerful for personal injury or civil rights
• Fight Back – Emotionally charged for criminal defense
• Get Answers – Appeals to people seeking clarity
• Get Protected – Strong for estate planning or business formation
• Get Justice – Powerful for civil rights or personal injury

When to use short CTAs: Choose these for clean, minimalist designs, mobile-heavy traffic, or when surrounding content provides sufficient context.

Medium-Length CTAs (5-7 Words)

The sweet spot between brevity and context:

• Get Your Free Case Review – Classic and effective
• Protect Your Family’s Future Today – Emotional appeal for estate planning
• Fight for the Compensation You Deserve – Results-focused for personal injury
• Get Expert Legal Advice Now – Positions authority with urgency
• Get Back What You’re Owed – Universal appeal across practice areas
• Know Your Options Before Deciding – Educational, pressure-free approach
• Start Your Legal Recovery Process – Healing-focused language
• End This Legal Nightmare Now – Dramatic but effective for crisis situations

When to use medium CTAs: Ideal when you need to convey both urgency and value proposition, perfect for landing pages and email campaigns.

Longer CTAs (8+ Words)

Allow for specific messaging and multiple psychological triggers:

• Schedule Your Free Consultation – No Obligation, Just Answers – Removes barriers
• Get the Legal Help You Need – Call Our Award-Winning Team – Incorporates social proof
• Don’t Face This Legal Challenge Alone – We’re Here to Help – Emotional support
• Protect Your Rights with a Free Legal Strategy Session – Educational approach
• Stop Worrying About Your Case – Let Our Experts Handle Everything – Addresses stress
• End Your Legal Stress Today with Expert Guidance You Can Trust – Relief plus credibility
• Get Justice for Your Injuries – We Don’t Get Paid Unless You Win – Includes fee structure
• Transform Your Business with Legal Strategies That Actually Work – Results-oriented

When to use longer CTAs: Best for complex legal issues, audiences needing more context, or higher-value services requiring more convincing.

Practice Area-Specific Strategies

Different legal specialties require distinct messaging approaches that resonate with each client’s unique concerns and motivations.

• Personal Injury: Focus on justice and compensation. Use emotionally charged language: “Make Them Pay for Your Pain” or “Get Every Dollar You Deserve.”
  
• Criminal Defense: Emphasize urgency and rights protection: “Protect Your Freedom Now” or “Fight These Charges Today.”
  
• Family Law: Balance emotional support with results: “Secure Your Children’s Future” or “End Marital Stress Today.”
  
• Estate Planning: Focus on protection and peace of mind: “Protect Your Legacy Today” or “Give Your Family Peace of Mind.”
  
• Business Law: Emphasize growth and competitive advantage: “Grow Your Business Fearlessly” or “Turn Legal Compliance into Competitive Advantage.”
• Employment Law: Address workplace injustice: “Stop Workplace Harassment Now” or “Get the Respect You Deserve at Work.”

Tailoring your messaging to match the emotional stakes and desired outcomes of each practice area helps potential clients immediately understand how you can address their specific legal challenges.

Technical Implementation Tips

Even the most compelling CTA copy will fail to convert without proper technical execution. The difference between a high-performing legal website and one that hemorrhages potential clients often lies in these implementation details.

• Button placement matters – CTAs should appear above the fold and at natural breaking points throughout content. For legal services, placing CTAs after problem-focused sections tends to perform particularly well. 
  
• Mobile optimization is non-negotiable – Over 60% of legal searches happen on mobile devices. Your CTAs must be easily tappable and clearly visible on smaller screens. 
  
• Loading speed affects conversion – Ensure buttons respond quickly across all devices and connection speeds. 
  
• Use contrasting colors strategically – Make CTAs the most prominent element on the page. 
  
• Analytics tracking is essential – Using analytics for tracking is critical to understanding which CTAs drive the most valuable conversions.

Remember that technical perfection without strategic messaging falls flat, and brilliant copy with poor implementation wastes your marketing investment. Test ruthlessly, measure consistently, and optimize both your message and your delivery to maximize client acquisition.

PaperStreet is Here to Help You Step Up Your CTA Game

Your call-to-action buttons represent the moment when visitors decide whether to trust you with their legal problems. By moving beyond “Contact Us Today” and implementing strategic, psychology-based CTAs, you can dramatically improve conversion rates.

At PaperStreet, we’ve seen how the right combination of award-winning design and compelling calls to action can transform a law firm’s online presence. After working on over 2,000 legal websites, we have found that small CTA changes can produce significant improvements in conversion rates.

Ready to transform your law firm’s online conversions? Let’s discuss how strategic CTA optimization can drive more qualified leads to your practice.