5 Tips On Writing Meta Descriptions For Law Firms

Updated: Aug 20

How To Write Meta Descriptions For Lawyer SEO


After you finish a great blog post, you still need to look out for a few things before publishing. Depending on the available tools and where you're publishing it, you might have to fill out your tags, categories, and meta descriptions. Unlike the first two, you need a unique meta description for each post, so it's good to know how to write one that gets people clicking.


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Meta descriptions show preview snippets for specific pages in search results, providing users a clear impression of your site's content and encouraging them to go through to your site.


Here's an example:


lawyer seo

Your meta descriptions are visible in SERPs. These help users get an idea of what your content is about, like a summary or introduction to the content or page they're about to see.

To write the best meta descriptions for Lawyer SEO, here are a few tips to help you out:


1. Meta Descriptions Aren't A Ranking Factor


While search engine crawlers don't use your meta descriptions as a basis for your page ranking, they can still indirectly bring traffic to your site.


For starters, meta descriptions aren't for search engines, but for readers. So when someone uses a keyword to look up something they need, they'll be given a list of relevant pages search engines deem relevant. Searchers will often be presented with thousands of results—sometimes with relatively similar titles—so they choose which site to visit by reading the meta descriptions.


In short, meta descriptions encourage users and boost click-through rates. So, even though meta descriptions aren't a ranking factor, click-through rates and site traffic are.

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2. They Have To Match What The Page Is All About

As mentioned, meta descriptions work like summaries and introductions that tell the reader what your page is all about.


For Example:


If your page or blog post is all about Personal Injury Damages, it should reflect the meta descriptions. Using general or vague statements doesn't help, either.

Users also tend to read meta descriptions to confirm that it's what they're looking for. If it doesn't match and they get disappointed after clicking, they'll leave immediately.


3. Track Your Character Count


Your meta descriptions can be longer than 155 characters, but Google will cut it off with an ellipsis (...).


This isn't to say that you should never write more than that. However, it would be best to remember that the character limit exists, and users won't see anything past the first 155.


Remember: Put the most important parts of your meta description within the first 155 characters.

4. Use Keywords


Even if you want to prioritize the user experience, you should include at least one of your keywords. And since we mentioned the 155 character cutoff, keywords should preferably appear in the first half of your meta description.

Again, although meta descriptions have no bearing on your rankings, putting your primary keyword gives the reader a sense of what to expect when they click your link. After all, they did use a high-volume keyword to find your page, so seeing it in the meta description assures them that it's a relevant result.

Remember: While you're incorporating keywords into your meta descriptions, make it as readable, concise, and digestible as possible. Avoid forcing keywords that don't make grammatical sense.


5. Avoid Duplicate Meta Descriptions


Your meta descriptions help users differentiate between the results they're getting on their searches. If you don't write unique meta descriptions for two different pages, it can either come off as spam or duplicate content.

If your pages aren't duplicates, it's also possible that copy-pasted meta descriptions are not specific enough to one or both. So take some time to write them.


If you can write at least 1000-words for a blog post, why not 155 characters for end-users?


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6. Write CTAs

Calls-To-Action (CTAs) are an excellent way to encourage readers to do a specific action. In most cases, it's used to encourage users to subscribe to newsletters, hire an attorney, or schedule an appointment.

In meta descriptions, you can incorporate them as a way to convince users to read on, with phrases like, "read our legal guide on..." or "check out or tips for...".


Depending on the tone and brand voice you've established for your firm, a welcoming but encouraging CTA can indirectly improve your click-through rate.

What Can LawyerLeadMachine Do For You?

Implementing Lawyer SEO strategies boosts traffic and conversions. However, when using it for law firm marketing, you should think about both the search engine and the end-user.


To get started on your SEO strategy, review your options here.

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