One reason a client will pick on your page before another attorney? Your Meta Description. Our SEO for lawyers guide shows you how to write the best.
The law industry is extremely competitive. Whether you work as a private attorney or for a law firm, I’m sure you know the constant battle of having your website stand out among others.
Well, what if we told you there was a way to get your clients clicking on your site? In conjunction with other common SEO practices, meta descriptions are a great way to get eyes on your site and services.
As a cheap, easy and effective way to attractive users, there is no reason why your law firm shouldn’t be taking advantage of these tips.
We’re here to tell how to master SEO for lawyers. Here are things you need to write effective meta descriptions:
SEO for Lawyers 101
Before we get into the specifics of what your meta descriptions should have, let’s first make sure your law site is following the basic SEO practices.
This includes page titles, keywords, and meta descriptions.
Page titles are as exactly as they sound. They are unique and short titles that describe the content on a page. Just like when naming anything else, page titles should be descriptive and concise.
Keywords are the specific words your law firm focuses on within the content of your website.
What does your law firm specialize in?
If it’s malpractice law, then one of your keywords will be “malpractice law.” Your keywords relate to items you want to show up in for your search results.
Hubspot told us that 66% of marketers agreed that improving SEO and growing their organic presence was their top inbound marketing goal in 2016.
Now is the time to focus on crafting solid meta descriptions. Let’s get into to the tips you’ll need to start building in your organic search.
What are meta descriptions?
Meta descriptions are a type of snippet of text used to describe what a specific page on your website is about.
For example, if one page on your site describes lawyers in your firm that specialize in malpractice law, you will want to tell them exactly that in your meta description.
The key here is to not make it general — it should be the opposite. It needs to unique to the page and descriptive, but still to the point at the same time.
Meta descriptions are basically mini-summaries of each page.
They are what show up when users type your law firm into a search engine (it’s right beneath the page title).
Ultimately, they play a part in making up the client’s decision about whether they click on your site or not. They are also used when someone shares a page on your website through social media.
Although meta descriptions aren’t used as a direct ranking tool, they still let Google and your clients know exactly what your pages and your law firm are about.
Now, let’s get to the exciting stuff.
Make every meta description different
Just like how every page on your website contains different information and content, your meta descriptions should also do the same.
Your meta descriptions should rarely be the same thing. They should summarize exactly what the client will see when they click on that page.
If you focus your efforts on describing a certain page, one page at a time, this can be easily avoided.
Give them the information they are looking for
When we search the web, we are almost always searching for something specific. Something to answer a question or a need we have.
When your clients are searching for attorneys or law firms, they are searching for a reason. Your meta descriptions should strive to be answering that question they have.
Give them specific information about what content is on the page and if it matches their need, they are most likely going to click.
There’s a much better chance of getting clicks when you provide specific and detailed information rather than generic stuff.
Short and simple
As a general rule of thumb, meta descriptions should be kept to 160 characters and under. This is because Google starts to truncate the text once it hits this point.
Plus, the whole point is for a client to read the summary and get the idea of what a page is about quickly. A lengthy description won’t do any good.
Don’t be super strict about your punctuation either. It’s not about following the best grammar rules. It’s how you can tell what the page is about in the most effective way possible. If this is using no commas or lots of commas, go for it.
Strive to put the most important information towards the beginning of your description, so the user get’s the most important piece of content first.
Motivate them to click
This is probably the most important tip of them all. The whole point of meta descriptions is to motivate your client to click on your page.
Give them a compelling snippet of content to get them wanting to find out more.
You could go about this is a variety of ways. You could leave them with a question, call to action, persuading thought, or even a teaser.
In motivating your user to click, you should tell them why or how they are going to find the information they are looking for on this specific page located on your site. This will grab their attention.
Less focus on keywords, more on summarizing
Although SEO for lawyers puts emphasis on keywords, they aren’t the most important part of meta descriptions. If it sounds real and natural, including keywords in meta descriptions is always good.
However, if it sounds forced, avoid placing keywords in there just for the sake of doing it. Keywords in meta descriptions really won’t help your search rankings. Don’t overuse them.
Remember that more focus should be placed on summarizing the page content and telling the user what your page offers that other sites might not.
If you’re doing everything right, your keywords should naturally work themselves into your meta descriptions.
SEO for lawyers is very important in that it can attract many clients just by applying simple web practices. Take the time to focus on search engine optimization and growing organically.
Trust us — it will be worth it when you start seeing your client base grow.
Too many people ignore practices like meta descriptions because they don’t think they will make a difference.
However, look at it as your law firm’s opportunity to build organic search and in return, get more click-through rates. In the end, click-through rates are what lead to more clients.
Want to get your law firm to the top with the use of SEO practices but don’t have the time? Contact us at Esq. Rank to achieve better rankings, increased traffic and more clients. We are the experts of SEO for lawyers.