How to Write Good Meta Titles and Descriptions For Law Firms

A Meta Description is an HTML element that generally informs and interests users with a short, relevant summary of what a particular page is about. You can usually see it in the search results as a snippet of text.

Here is an example of a Meta Description…

A Meta Title is the title of a search result on Google Search that links to your website and gives users a quick insight into what it’s about and why it’s relevant to their query.

Here is an example of a Meta Title… 

One of the primary purposes of meta titles and descriptions for law firms is to allow search engine users to understand what your web page is about. Since this information is often the primary piece of information people use to decide which result to click on, it is crucial to get it right.

How To Write Good Meta Titles & Descriptions For Law Firms

1. Stick to 155-160 Character Meta Descriptions (around 920 pixels in length)
2. Stick to 50-60 Word Meta Titles (around 580 pixels in length)
3. Include Focus Keywords
4. Include a Call-to-Action and Unique Selling Proposition
5. Keep It Unique and Relevant

1. Stick To 155-160 Character Meta Descriptions (around 920 pixels)

Although this is a much-debated topic, a maximum of around 155-160 characters is considered the best limit for meta descriptions. This limit includes spaces. Since Google will trim down meta descriptions that exceed this length, it is better to stay within these character limits.

As you can see in the example below, when Google trims your meta description it makes it difficult for users to get a full description of what your web page content is about. This lack of clarity may affect your click-through rate and can even impact your potential ranking positions. So, stick to no more than 155-160 characters with spaces.

2. Stick to 50-60 Character Meta Titles (around 580 Pixels in length)

When it comes to meta titles, it’s important to keep them between 50-60 characters. This ensures that the full title appears in the search engine results pages (SERPs) without being truncated. Since Meta Titles are often the primary piece of information people use to decide which result to click on when searching, important to use high-quality title text within these limits.

To Test Meta Title & Description Lengths – Use This Free Google SERP Preview Tool  

3. Include Focus Keywords

To provide users with better convenience, search engines like Google often highlight the keywords they’ve search for in your meta description in bold.

Here’s an example of how Google highlights keywords…

If you include focus keywords in your law firms meta titles and descriptions, it’ll make it easier for your web page to rank higher and stand out from the rest of the search results. However, you have to take a few precautions when doing this. Adding keywords just for the sake of Law Firm SEO could easily backfire on you.

How To Include Keywords in Meta Titles & Descriptions:

1. Include the meta keyword in a natural and non-spammy way.
2. Make sure the keyword is relevant and adds value.
3. If possible, place the keyword in the beginning of the meta title.
4. Don’t overstuff your titles or descriptions with keywords.

Here’s an example for the keyword “Bankruptcy Lawyer”…

• Meta Title: [Insert City] Bankruptcy Lawyers – $0 Down. Easy Payments
• Meta Description: Discover how our Bankruptcy Lawyers in [Insert City] can help you get debt free, fast! We have been helping debtors in [Insert State] since 1972!

4. Include a Compelling Call-to-Action and Unique Selling Proposition

While the primary purpose of your law firms meta titles and description is to describe the content of your webpage, it also serves as an ad copy. It essentially tells the search engine user what they will find on the webpage, encouraging them to click on the link. That’s why you need to make your meta titles and description as relevant and compelling as possible.

In many ways, writing a high quality meta description is like writing a sales copy. You have to grab the attention of search engine users with just one or two sentences and convince them that your page is exactly what they’re looking for.

Using actionable words like “Learn” or “Discover” in your descriptions can help encourage users to visit your webpage and key phrases like “Over $50+ Million Settled” or “Over 40+ Years Experience” in your titles can convince users your the type of law firm they’re looking for.

Here’s an example with a Call-to-Action and Unique Selling Proposition…

• Focus Keyword: Child Custody Lawyer
• Meta Title: [Insert City] Child Custody Lawyer – Over 40+ Years Experience
• Meta Description: Discover what makes our Child Custody Lawyers the best in [Insert City]. We’ve helped hundreds of parents in [Insert State] fight for their rights. 

4. Keep It Unique and Relevant

In order to avoid cannibalizing your web page, each of your meta titles and descriptions must also be unique and relevant. Be specific whenever possible to tell your users exactly what they will find in your webpage content. It’s even better if you can highlight a benefit or solution mentioned in your content. However, in your attempt to make your titles and descriptions unique, don’t get carried away. It’s important to make sure that your meta titles accurately represent your webpage and your meta descriptions are truly descriptive.

Examples of  Meta Titles & Descriptions For Law Firms

Additional Resources:

How to Write Meta Descriptions | Google Search Central | Documentation

Influencing Title Links in Google Search | Google Search Central | Documentation

Google Title & Description Preview Tool | To The Web | Free Tool

FREE Meta Title & Description Generator | Gorilla Webtactics | Free Tool