What makes a good blog post?
A well-defined topic and outline, engaging copy, a memorable message — these elements can add up to web visitors who read your posts and contact your law firm. But if you feel your blog isn’t getting as much interest as it should, you may be overlooking something:
The titles of your law firm blog posts.
The best pieces you write may go unread if you don’t craft the right title for your posts. Your potential clients live in a noisy, busy world, and as a result, people have learned to filter that noise.
Before they even get to your blog post, they’re asking, “Why should I stop to read this?” They make snap judgments about whether a piece of information is worth their time. The title of your post informs their decision to either stop and read or move ahead to something else.
Just as quality content matters, so do quality titles. Here are five things to consider before you title your next blog.
Create law firm blog titles that engage potential clients.
There’s a popular idea that says content should follow the four U’s. The same can go for titles. Here’s what the 4 U’s are:
Headlines that follow some, if not all of these guidelines are more likely to capture the attention of readers because they tell a reader precisely what the post is about, that the reader will learn something new, that it’s something they need to know about and that they’ll benefit from taking the time to read your post.
It’s often difficult to get all four into a single blog post title, but focusing on these elements when you craft your titles may allow you create better post titles that are more likely to capture your audience.
Ask questions in your law firm blog post titles.
Your potential clients use search engines because they have questions about their case or problem that they need to be answered. Your titles can answer those questions directly.
For a DUI attorney, some examples might be, “How Can An Arrest or Conviction Affect My Job in Mississippi?” or, “What Should I Do If I’ve Been Charged With A DUI in Georgia?”
Maybe something even more complex such as “Can A Second DUI Affect The Outcome Of A Pending Case In Arizona?”
A divorce attorney might want to write a title such as “Should You Divorce? 5 Things You Need To Know Before You Do.”
Using these kinds of questions as titles — and thoroughly answering these questions in the content of your blog post — will appeal to potential clients who are asking these very specific questions to Google.
It may be tempting for lawyers to try and write titles and content that appeal broadly every time, but attorneys should consider that most searches — 70 percent, in fact — are long tail searches.
Long tail searches that are often complex, obscure, and have never been asked before. By thinking outside the box and answering different, specific, and unusual questions that your competitors may be ignoring, your posts are more likely to be featured in SERPs when potential clients make related queries.
Look to magazine cover titles for blog title inspiration.
Magazine writers know they’re in competition with lots of other magazines, and they work hard to write compelling titles on the cover to get your attention. After all, if you’ve been to the magazine aisle of the grocery store, you know that, among hundreds of magazines, only a few might pique your interest.
A cover photo might catch your eye — but titles do, too. Your blog posts can work the same way. However, avoid titles that are sensational or that don’t give an accurate depiction of the post’s content. It’s important to be truthful with your readers.
Consider using numbers and lists for your law firm blog posts.
People love numbered lists, whether they realize it or not.
As Dan Lyons once wrote in a piece for Hubspot, “Lists overcome chaos.” They do. Everyone today is living in an environment that constantly asks for attention.
With only 24 hours in the day, your potential clients want information delivered to them in neat little packages that tell them what they need to know and reduce the amount of time they have to spend thinking.
Not only that, but a list creates a sense of organization and understanding around complex topics like the law. It gives readers a sense of roughly how much time they’ll need to learn something new.
Writing an article such as, “5 Things You Should Always Do Before You Ask For A Divorce,” or “3 Things To Do Immediately If You’ve Been Charged With A DUI,” can help a potential client get a better grasp on the problem they’re facing and give them a sense of what direction to go in next. A quality blog with the right title can grab a potential client’s attention and encourage them to engage your firm.
Get clients to engage your law firm by helping them solve a problem.
Right now, potential clients are asking questions of Google hoping to get closer to solving a problem. Blog post titles can indicate to them that you can help resolve their issue. If you offer information about the problem they’re facing, they may be more inclined to reach out to you.
“How To” and “Why” titles can be beneficial for attorneys because you know the lay of the land — you know the details of the law. However, potential clients often don’t. The law is complex and sometimes intimidating.
This is a perfect opportunity for you to show them what you know and why your services are valuable to them. For example, consider titles that explain topics such as, “How To Protect Your Rights In A DUI Traffic Stop.” A divorce attorney might want to pick a topic such as, “How Collaborative Divorce Works,” or “Why Divorce Rates Are Highest Among Young Couples.”