[Author: Noreen Fishman]
Many marketers struggle with the copywriting part of their job – and writing concise copy is even harder. Meta descriptions are an essential part of a successful SEO strategy, but distilling your most compelling content into just a few characters can be difficult. Here are some suggestions from our team on how you can create meta descriptions that will drive traffic to your law firm blog.
A few meta description reminders
You probably see meta descriptions every day in your search engine results, but don’t actually save them. Meta descriptions are the copy that appears alongside website page titles, sharing the topic of the page. They usually end in ellipses to encourage further reading. Good meta descriptions are less than 156 characters and should contain the most important text at the beginning of the content. Google usually chooses the meta description to display on the SERPs, but sometimes another copy, like that of a snippet, may appear. The important thing is to make the most of the space you have to get people to click through to your law firm blog.
Meta Description Tips for a Law Firm Blog
You know you have to do everything you can with the small amount of copies you are allowed to make. Here’s how to pack a punch with your law firm’s blog meta description.
1. Keep the finder front and center
Why would someone search for your content in the first place? Start by researching target keywords and other aspects of your target audience. Do your best to make sure your meta description matches your target audience’needs.
2. Use keywords, even if they’re already placed in your law firm’s blog title
A common writing best practice is to avoid single words in consecutive sentences. However, this does not apply to meta descriptions. Even if you have already included important key words in your title and page title, add them to your meta description. Compelling meta descriptions aren’t about a grammatically perfect feed — they’re about enticing someone to click through to the law firm’s blog.
3. Prompt a click or provide a response
When writing your meta description, keep in mind that there are only a few options:
- Provide compelling information that encourages people to click and learn more.
- Provide the response to a request directly, so the visitor doesn’t have to do anything else.
- Don’t provide a lot of information and ask people to click away.
You definitely don’t want to opt for the latter option. Think about what you want people to do once they see your result. If you are able to provide a concise answer, that would be valuable to visitors, and you can go that route. Otherwise, include a call to action this makes it easy for people to click through to your site and continue reading. You may want to include verbiage such as “examples”, “templates”, “case studies“, etc. to give people specific ideas about what else they can learn if they click through to your law firm’s blog.
4. Assess Your Company’s Brand Recognition with Character Count
In some cases, including your business name in the meta description can be beneficial. If people recognize the brand, they’ll be more likely to find the link credible and click on it. If you don’t think your business has this level of recognition yet, you may not want to include the name. However, even if you think displaying your business name would be useful, you need to think about how many characters it would use. Remember you only have 156 – don’t make it half of your business name.
5. Use punctuation
You may sometimes see meta descriptions that don’t have proper punctuation. Chances are the authors skipped the punctuation in order to have more characters to use on the words. Don’t be tempted to go this route, as it can make your description hard to read and hurt your credibility. When you write, think about how your description will appear. Read and re-read your descriptions to make sure they will make sense to people who scan quickly.
Meta descriptions are one area where your best writing skills can really make a difference. For each description, think about the value the web page provides and why someone would want to read it. Then summarize that content in as few words as possible. Use these tips as a quick checklist for creating more powerful meta descriptions for your law firm blog.
Want to learn more about running a successful law firm blog that generates leads and helps you achieve your business development goals? Check out our latest on-demand course from renowned legal blogging expert, Kevin O’Keefe- Blogs for Lawyers.