If you’re wondering if Google is still the best source for potential clients for your law firm in 2021, the answer is clearly a ‘yes’. According to statistics, 96% of people looking for legal advice use a search engine to find legal information. Therefore, you must optimize your law firm’s online presence for search engines if you want to remain competitive in today’s business world.
There are various tactics of increasing your law firm’s site visibility to search engines, and optimizing your page titles is one of them. Not only are page titles a major factor in helping search engines in understanding what your site is about, but they also establish the first impression potential clients have of your page.
So, with well-written page titles, you will not only help your site rank high on the search engine results pages (SERPs), but you will also increase your organic click-through rate (CTR). If you’re wondering how to go about it, here are the nine data-backed tips for writing better page titles and boosting CTR for your law firm.
1. Optimize your Page Titles For Search Engines
Your page titles are an important part of your on-page SEO strategy. Every SEO expert out there can attest that well-optimized title tags can lift your law firm’s website in the SERPs.
One of the ways of optimizing your page titles for search engines is using long-tail keywords on the title. These are longer and more specific keyword phrases that online searchers are highly likely to use when they’re closer to a point of purchase.
According to Impact, long-tail keyword searches have a CTR of 3% higher than generic searches. Therefore, the more you focus on creating long-tail keywords for your page titles, the more you’ll boost CTR for your law firm.
2. Avoid Spammy Clichés
“It takes two to tango.” If you’ve heard an expression like this over and over again, it’s probably a cliché. A cliché is a word or phrase that was considered meaningful but has since become overused to an extent that it has lost its original allure.
Why should you avoid using clichés on your page title? When online viewers see overused phrases, they consider the website owner to be unimaginative and a bit lazy. With a boring and generic title, visitors may presume that your web page is just a mirror image of another web page or blog post, thus lack the motivation to engage further.
You’re probably wondering, what words and phrases are considered clichés? According to HubSpot, words such as “easy,” magic,” “free,” “best,” “always,” “simple,” “amazing,” and “secret” decrease CTR when included in a page title or headline. For this reason, you want to avoid them as much as possible.
The only way to make your page titles click-worthy is to ditch the spammy clichés and use unique, actionable, and engaging titles instead. According to Copyblogger, it’s recommended that you use trigger words that evoke trust, such as “proven,” “evidence-based,” and, “data-backed,” etc.
3. Craft Titles that Capture Your Reader’s Attention
One of the ways to get readers to visit your site is to engage them with great content that convinces them to keep reading. Your page titles can build that momentum for you.
According to The New Yorker, a headline changes the way readers read an article and the way they remember it. It tells the readers what kind of content they’re about to read, and sets the tone for what follows. Therefore, an attention-grabbing title is one of the things that will motivate readers to visit your website to read the rest of the content.
4. Use Words that Evoke Powerful Emotions
Aside from words that evoke trust, words that evoke powerful emotions are also click-worthy words that are known to boost CTR. These words are known as Emotive Market Value (EMV) words.
CoShedule conducted a research on headline effectiveness to verify if a high EMV score correspond with the popularity of an article. Findings from the research revealed that articles with higher EMV scores had a high number of shares (over 1,000) than those with lower EMV scores.
There is a free tool called the Emotional Marketing Value (EMV) Headline Analyzer that analyzes headlines to determine their EMV score. You can use the tool to determine the EMV score of your page titles. Be sure to use as many EMV words as possible to attain a high EMV score.
5. Include Numbers in Your Page Title
Another tested-and-proven strategy for writing better page titles and boosting CTR is using headlines with numbers in them. A study by Conductor revealed that headlines that include numbers are among the five high-level headline types. In other words, headlines with numbers work better.
For instance, a law firm with a page titled “5 Reasons Why You Should Hire Our Attorney” is more likely to attract more visitors than one with a page titled “Reasons Why You Should Hire Our Attorney.”
Why do people find page titles that include numbers so click-worthy? It’s simple – numbers make website content more specific and enable readers to know what to expect. Therefore, you should consider including a number or numbers in your page title to boost CTR. While at it, consider using headlines with odd numbers. Forbes reports that headlines with odd numbers get 20% more clicks than headlines with even numbers.
6. Add Bracketed Clarifications
Another strategy for writing better page titles that people will click is to use brackets or parenthesis within the title. Of late, copywriters have been using this tactic since they discovered that headlines with bracketed clarifications perform 38% better than headlines without them.
Some of the words to include in brackets to offer clarification in your relevant page title include, [Study], [Report], [Inforgraphic], [Video], [Step-by-Step Guide], etc. A good example is this title: “How to Write Better Page Titles [Step-by-Step Guide].” When you include bracketed clarifications, readers are more likely to click because they will have a clear picture of what lies behind your page title.
7. Consider Using First-Person Point-of-View
To make your law firm’s page content stand out from the many web pages and blog posts on the web, you should create content that seems to come from an authoritative source. The best way to do this? Have an expert share advice. A good example is: “How to Keep Disputes Out of Court – Here are Our 5 Strategies.”
By using first-person voice in your page titles, you will make it clear to your audience that the content is written by an authoritarian person who knows what they’re talking about. According to Meet Content, using a first-person point-of-view makes an emotional appeal that helps forge a relationship between the content source and the reader.
8. Keep Your Audience in Mind
While using the first-person point-of-view in your page titles allows the readers know who’s sharing the advice, including your audience in your titles makes it clear who the content is written for. If you’re targeting startup company owners, for instance, you can craft a specific title that addresses them, such as “7 Pieces of Startup Legal Advice all Rookie Entrepreneurs Should Hear.”
Why is it important to consider your audience when crafting page titles for your law firm’s site? Well, according to the Department of Communication from the University of Pittsburgh, most audience members are egocentric. This means that they are generally interested in things that directly them or their community. Therefore, your law firm must be able to show its audience why the topic it’s addressing should be important to them.
9. Don’t Lie or Embellish the Title Just to Get Clicks
It might tempting to overhaul your page titles based on the above tips, but your titles won’t lead to meaningful traffic if they don’t actually provide the original data those titles promise. Even worse, it can hurt your law firm’s reputation if you oversell in your page titles.
Now that visitor’s attention spans are shorter than ever, you can’t afford to have your target audience leave your website as soon as they click through. But, if you lie or embellish the title just to get clicks, your website visitors will quickly realize that the title has very little to do with the content.
According to research, visitors often leave web pages in 10-20 seconds, but web pages that have a clear value proposition can hold their attention for much longer. To gain several minutes of your website’s visitors’ attention, you must clearly communicate your value proposition within those few seconds.
The ranking of your law firm’s website is dependent upon a number of factors, as covered in our law firm SEO guide. However, once you do earn those coveted first page rankings, be sure to optimize your title and meta description to get the most clicks possible.
If you need help building a solid SEO plan for your law firm, get in touch today and let’s see if we are a good fit to partner up.