Best Practices Writing Meta Descriptions that Increase CTR For Lawyers

August 7, 2022 12:12 AM

Site Development

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Website Design

As a lawyer, you know that your website is one of your most important assets. It's the first place potential clients will go to learn more about you and your services. That's why it's important to make sure your website is optimized for conversions. One way to do this is by writing effective meta descriptions. In this blog post, we will discuss some best practices for writing meta descriptions that increase conversions.


Meta descriptions are the brief summaries that appear beneath your website's title in the search engine results pages (SERPs). They give potential visitors a snapshot of what your website is about and can persuade them to click through to your site.

Why Are Meta Descriptions Important?


Meta descriptions are important for two reasons:


First, they are one of the main factors that influence whether someone will click through to your website from the SERPs. A well-written meta description can make the difference between a user clicking on your listing or moving on to another result.


Second, meta descriptions are an important part of on-page SEO. While they don't directly impact your website's ranking, they are a key factor in determining your click-through rate (CTR) - which is a major ranking factor. A higher CTR can lead to a better ranking over time.


With that said, let's take a look at some best practices for writing meta descriptions that will help you increase your website's conversion rate.


Best Practices for Writing Meta Descriptions


- Keep it under 155 characters. This is the maximum length that will appear in the SERPs.


- Include your target keyword. This will help your website rank higher in the SERPs for that keyword.


- Write persuasive, compelling copy. Use active language and strong verbs to persuade potential visitors to click through to your site.


- Make it unique. Don't use the same meta description for every page on your website. Write a unique description for each page that accurately reflects its content.


-Avoid using ALL CAPS or excessive exclamation points. This can come across as spammy and will turn potential visitors off.

Some common meta description mistakes include:

-Not writing a unique meta description for each page on your website.


-Writing a meta description that is too long or too short.


-Keyword stuffing your meta description.


-Not including a call to action in your meta description.

By following these tips, you can  write meta descriptions that are effective, persuasive, and will help increase conversions on your website.  Lawyer websites should be optimized for conversions and one way to do this is by writing effective meta descriptions.




Other Tips for Writing Great Meta Descriptions


- Use natural language and avoid jargon


- Write for your audience, not for the search engines


- Use powerful calls to action


- Test, test, test! Try different versions of your meta descriptions and see which ones perform the best.


Examples of writing to your audience

- "You don't have to go through this alone. We can help."

- "We understand what you're going through and we can help."

- "Let us help you get the compensation you deserve."


Examples of powerful calls to action

- "Get a free consultation today!"

- "Call us now!"

- "Don't go through this alone. Let us help you."

- "Fight for the compensation you deserve."

Examples of ranking on search engines

- "Need a lawyer? We can help. Get a free consultation today."

- "Dedicated to protecting your rights. Call us now for a free consultation."

- "Don't go through this alone. Let us help you fight for the compensation you deserve."


Include a promise / expectation in your meta description


A great way to increase the click-through rate on your website is to include a promise in your meta description.

For example, if you're a lawyer specializing in personal injury cases, you could write something like "Don't go through this alone. Let us help you fight for the compensation you deserve."


See the similarities?

These all follow the tips mentioned earlier while also being tailored to the needs of their audience. In this case to your legal clients and potential clients as well. If you are looking for more help on how to improve your website's ranking on search engines, be sure to check out our blog post on SEO tips for lawyers. And, as always, if you have any questions about how we can help you grow by contacting us here:


Look at Google search ads before writing your meta description

When you're writing your meta description, it can be helpful to look at Google search ads to see what language and tone other lawyers in your practice area are using. This can give you some ideas of what's working well and help you craft a meta description that will stand out from the competition.


Focus on the value you’re offering

When you're writing your meta description, always keep in mind the value you're offering potential clients. What can they expect by clicking through to your website? Make sure your meta description accurately reflects the content on your website and provides value that will persuade potential visitors to click through to your site.

- Use active language and strong verbs

- Use active language and strong verbs in your meta descriptions; this will help to persuade potential visitors to click through to your site. For example, "Get a free consultation today!" or "Call us now!"

- Make it unique; Don't use the same meta description for every page on your website. Write a unique description for each page that accurately reflects the content on that page.

This tells potential clients what they can expect by clicking through to your website and helps increase conversions.



Couple of common FAQ in regarding to Meta Descriptions

How many characters should a meta description be?

A meta description should be between 150-160 characters.


Does Location Matter for Meta Description?


No, location does not matter for meta descriptions. However, it is important to note that your title and meta description are what show up in the search engine results pages (SERPs), so make sure they're both relevant and accurate.

Where does my meta description appear?

Your meta description appears under your title in the SERPs. It is also used as the description of your website in social media share buttons.


Do meta descriptions affect SEO?


Meta descriptions do not directly affect your website's SEO. However, a well-written meta description can help increase your CTR (Clickthrough rate), which can lead to a higher ranking in the SERPs.


Which SEO techniques should be avoided?

There are a couple of SEO techniques that should be avoided, as they can actually hurt your website's ranking. These include:


Keyword stuffing: This is the practice of filling your content with so many keywords that it becomes difficult to read.


-Link buying: This is the practice of paying for links in order to increase your website's ranking. These links are usually of low quality and can actually hurt your website's reputation. If you're caught link buying, you could be penalized by Google.


-Cloaking: This is the practice of showing different content to search engines than what is shown to users. This is considered a black hat SEO technique and can get your website banned from Google. What are some common meta description mistakes?


Best Practices for Writing Meta Descriptions that Increase Conversions : Conclusion

Writing a good meta description is important if you want to increase your website's CTR and organic ranking. Keep these best practices in mind when writing your meta descriptions: focus on the value you're offering, use active language and strong verbs, make it unique, and avoid common mistakes.


If you follow these tips, you'll be well on your way to writing meta descriptions that convert! If you're a lawyer looking to improve your website's ranking on search engines, be sure to check out our blog post on SEO tips for lawyers.


Please like and share if you found this article useful, thank you!

Yours Truly,

Jonathan Almawi


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Web design is a very competitive field, where even the smallest detail can make all of difference. So if you're looking for ways to give your website an edge over other law firms in its category then meta descriptions are exactly what you need! I explain how they work and provide some best practices that will help increase conversion rates while also providing more clarity about what each page offers potential customers through writing at first glance appealing headlines combined with informative texts Get started today by checking out this blog post on improving search engine rankings - it's free :)
Author

Jonathan Almawi

Helping local business to improve their online presence on the internet. I want to help business to reach their potential by improving site functionality and accessibility to better outreach to their potential customers.

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