Why “Submit” is Terrible for Contact Forms

Believe it or not, some trivial-seeming tweaks to your website can make an impact on the number of inquiries, and ultimately clients, you get from the Internet.

Today let’s take the example of contact forms.

Most contact forms feature the word “Submit” on them as a default. It’s a generic word that explains what is going to happen when you click the button. So, why is it bad? Precisely because it’s generic. It’s a very weak “call to action” to get the user to fill out the form. Nothing is quite as uninspiring as “Submit”. A study of call-to-action buttons on landing pages found that buttons with the text “Submit” had a lower conversion rate (~14%) than with other wording (~17%). While this may seem like a minor difference, in the aggregate when looking at the amount of traffic one may be getting, it can mean the difference between landing a few new clients, and thousands of dollars in revenue for your firm.

Instead of having the word “Submit” on your contact form, try out different words and phrases like “Speak with an Attorney” / “Evaluate Your Case” depending on the context of the form.

Andrew Cabasso
About the Author: Andrew Cabasso
Andrew Cabasso is a practicing attorney and VP of Web Services at Uptime Legal where he runs JurisPage, an Internet Marketing firm specializing in online presence solutions for law firms including website design, SEO, and search marketing. He has given many lectures and CLEs on website design and Internet marketing to legal professionals. He is the author of Search Engine Optimization for Lawyers and The Complete Guide to Attorney PPC. Follow Andrew on LinkedIn, Google+, or Twitter.

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