Despite understanding the need for online marketing and search engine optimization, too many attorneys skip the important step of writing unique meta descriptions for each page of online content. Meta descriptions are valuable to an attorney marketing campaign because they provide a summary of the content and increase the likelihood that potential clients will click through to view the web page. When more potential clients click through to view the web page, the chances are raised that those potential clients go on to become paying clients.
Crafting dynamic meta descriptions is more an art than a science, but there are strategies for strengthening your approach. Here are seven tips for writing effective meta descriptions:
- Keep the meta description to approximately 25 words, or 160 characters, or less.
- Address a need that a potential client is facing when conducting the web search.
- Offer a solution to the need or problem faced by the potential client.
- Write unique meta descriptions for every page.
- Encourage viewers to click through to learn more by including a call to action.
- Provide a compelling description of the content on the web page.
- Incorporate the most important keywords.
Using these tips while drafting meta descriptions will improve the success of your legal web marketing strategy. Attorneys who skip this step are missing out on countless potential clients.