Are you familiar with that old saying, “Never judge a book by its cover”? When it comes to your blog posts, your clients will judge them based on your blog post titles. As great as the content in your blog post may be, they will never see it if they are not intrigued by your title. However, there are certain things that will help you entice a reader to click through and read your full article on your law firm’s website.
What Makes The Best Blog Title?
You want to make sure your blog post provides value to your potential clients. It should pique their interest and make them want to continue reading. One way you can help make your title enticing is by making it relevant to your clients. Your potential clients need to know immediately what your blog post will be about and how it involves them.
Most importantly, your blog post title should convey how the content in your blog post will help solve their problems. You may have potential clients just getting involved in the legal process for the first time in their lives. They may have many questions about your practice area or the legal process in general. You want to capture their attention immediately and speak to their pain points using your blog post titles.
Issues With SEO
SEO plays a crucial role in blog post titles. The words you use in your blog post title will not only help potential clients understand what information you are trying to convey, it will also provide the Google bots with insight regarding how to place your article within its search engine. Keywording is critical and one of the most important parts of getting a blog title correct.
Types of Blog Post Titles
There are several types of blog post titles that you can use for your posts. But the most common types used are:
- How To XYZ – (“How To Ask The Right Questions Before You Hire An Attorney”)
- Understanding XYZ – (“Understanding Mezzanine Financing In Business Transactions”)
- Common Mistakes in XYZ – (“Common Mistakes In The Estate Planning Process”)
- X Versus Y – (“Wills Vs. Trusts”)
As you can see, these blog post titles can easily speak to a client’s curiosity and help them understand legal issues more clearly.
Keywording in Blog Titles
Blog titles must be keyworded correctly, but how do you find these keywords? There are several different expensive tools online that can help you find keywords, however, there are other methods as well. Consider simply typing your topic into Google, and look at what other suggestions appear. These suggestions are other “keyword phrases” that people search for which can help you understand what you should include in your blog title.
If you are intending to write multiple blog articles and keyword them over time, consider investing in some powerful tools such as KW Finder, SEMRush, or Ubersuggest. Keywords Everywhere is a Google extension that is inexpensive and typically accurate as well. Make sure that you take the time to keyword your blog articles correctly, and you will gain the attention of both potential clients and the Google bots.
How Often Should You Post Blog Articles?
If you are considering writing blog articles, your success will come if you post consistently. A minimum of once a week with over 1,000 words will place you exactly with most of your competition. If you want to excel and truly succeed, you need to see what your competition is doing — and then do more. If they are posting once a week, you should be posting twice. If they have 1,000-word articles, you should consider writing 2,000-word articles. In the end, Google wants to provide the BEST content to its users, and that means having both quality and quantity will always win.
Digital Marketing Next Steps
Take the time to develop a digital marketing plan that includes a keyword strategy. Once you have the keywords that you know your potential clients are searching, you will have a better plan regarding what content to place on your website. Make sure to analyze what your competitors are doing, and then (if you truly want to succeed online), make sure you write more content, more often. If you feel overwhelmed with all of this, consider reaching out to a digital marketing agency that has years of experience writing specifically for law firms to ensure legal accuracy in your content.
Annette Choti, Esq. graduated from law school 20 years ago, and is the Founder of Law Quill, a legal digital marketing agency focused on small and solo law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Digital Marketing Guide For Law Firms, and hosts the podcast Legal Marketing Lounge. She is a sought-after keynote and CLE speaker throughout the United States and Canada. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at at annette@lawquill.com.
