So you’ve typed up a new legal blog post for your law firm’s blog and you want to finalize a headline that will drive a high click-through rate.
After all, it’s not a secret that blog posts with a catchy headline will get clicked on more frequently than a dull one. Especially when an end user sees your article trending on their social media feed.
Or better yet, when that end user sees a well-written headline in the search results that matches the keywords for the topic they just searched for, it’s going to get more clicks.
Even if your article is the second or third result on Google, it will get more clicks than the first result that has a boring or uninspiring headline.
On top of that, if your article then holds up to the promise that inspired the user to click on it and read it, that will drive high engagement signals to Google and most likely eventually push your article up higher on the search engine results page (SERPs.) That’s why your legal article should always contain 100% of the best quality you can deliver.
Another quick SEO tip to follow and keep in your mind is this: Popular Keywords for your legal topic should always be included in the headline for maximum SEO Value (and your sub-headings when possible.)
Let’s get into how to create engaging headlines for the legal blog articles you publish.
First and Foremost, You Need Both a Headline and Sub-headings
When you publish a blog article online you are targeting a reader who is most likely reading your article on their tablet or mobile phone. They will be browsing your content fast and scrolling down to look for sections of content that grabs their attention.
Think about this for a second. After a user clicks on your headline, in their mind they are already interested in the topic you are writing about. As they scan through the remaining document they will be naturally looking for related sub-headings to figure out if there’s any interesting sections of your article to read.
If they like what they see from briefly skimming over your content, they’re most likely going to spend some additional time reading what you have to say in the article.
So in your headlines, make sure you include your main topic keyword. Also, make sure you create sub-headings that will summarize what each section of your article is about in relation to the main headline they clicked on.
This way you can make sure to capture the reader’s maximum attention.
Later on in this article, we’ll go over some examples for creating a headline with some follow-up sub-headings to attract maximum engagement.
Your Headline Should Let The Reader Know “What Kind of Post They Are Clicking Into”
Part of what makes a great headline for a legal blog article is letting the reader know what type of post they are about to read. There are a lot of different types of ideas for blog posts you could use for presenting legal information to your clients.
Below, we’ll focus on the most popular types of blog articles for attracting new clients to your legal brand.
The one thing that all of these blog article types have in common is that they are all informational.
It’s always important to remember you are not writing about legal topics so another lawyer can read them, these articles are for your clients. So the headline, sub-headings, and overall writing style need to be written in a style like you are speaking with a friend, etc.
Legal Blog Article Ideas: With Headline and Subheading Examples Include
Answering a Legal Question
For answering a question, an example headline could be something like:
- How Much Will a Bankruptcy Lawyer Cost in Texas?
- Should I Take An Insurance Company’s First Offer Settlement After a Car Accident?
- What Do I Do After a Bicycle Accident?
For each one of these questions, an in depth answer is required if you are to fully satisfy the reader’s intent.
Let’s take the bicycle accident question and break down a few subheadings we could use in the article. Remember, each subheading should be broken down as a step or action to take, in our example it’s for what to do in a bike accident.
A few ideas for some sub-headings for a bike accident article would be:
- Check Yourself For Injuries
- Talk With Witnesses and Get Their Information
- Contact the Police To File a Police Report
- Take Pictures
- Document Everything
- Speak With An Attorney
- Get a Referral To a Doctor
This example is far from a complete list, but it should give you an idea of how each subheading relates to being in a bicycle accident.
A Legal Round-Up (Listicle) Post
A round-up post is when you round up a list of ideas, concepts, or resources to help provide information to the reader.
Some example ideas for writing a legal round-up or listicle post include:
- Round-up some answers from various experts to answer a legal question. An example headline could be something like “12 Experts Weigh In On The Best Way To Screen A Personal Injury Attorney”. Then for each sub-heading, you can present an expert’s answer to the question. This type of post requires a bit of work communicating with these various experts, but it provides a lot of value and credibility to the reader having many experts chime in.
- Create a list of resources to help someone solve a problem. An example headline might be “5 Options You Can Try First Before Filing Bankruptcy”. For each subheading just name the resource you want to talk about that can help someone out with their financial problems before considering bankruptcy. You can link to each resource and summarize what each one does to help solve their problem.
To gather even more ideas for various Legal Round-Up or Listicle Blog posts, just browse other legal blogs and take note of the various headlines they use, then recreate a better idea to discuss the concepts that you are most interested in creating content for.
As of 2023, you can even ask Chat GPT for some legal blog post ideas too!
A Legal How-To Article or Guide
How-to articles and guides are some of my most favorite types of informational blog posts to read.
Whenever I’m searching online, I usually will always include “how to” in my search query. Millions of other people do the same and when it comes to the people seeking out legal help, they will add “how to” to their search query at least 50% of the time.
Some great headline examples for How To Legal Articles Include:
- How To File Bankruptcy In New York State
- How To File a Police Report after a Car Accident
- How To Find an Attorney For Divorce
When someone is searching with the words “How To” they will want to see those words in the title they click on. They’ll be expecting to see various steps to provide them with the information they are seeking. Each step needs to be clearly defined as a sub-heading in your how-to article.
If we use the “How To File Bankruptcy in New York” headline, some example sub-headings would be:
- What is Bankruptcy
- Chapter 7 vs. Chapter 13 Bankruptcy
- Gathering The Right Forms Together
- Why Hiring a Bankruptcy Lawyer Is Better Than Doing It Yourself
- How Much Will a Bankruptcy Cost in New York
- What Kinds of Debts Can Be Included
- What are The Qualifications
- How Long Will The Process Take
- How Long Will Bankruptcy Stay On Your Credit Report
As you can see, there are many sub-headings that would be used in a “how to bankruptcy” article.
If you create a quality “how to” guide to answer a person’s question online and they like what you’ve written, that person will almost certainly call your law firm to talk about the problem they have. Google will also detect the engagement your article gets and rank your website higher.
Putting Legal SEO Keyword Research and Headlines Together
When doing legal SEO keyword research you have to be strategic about how you use keywords in your headline. Instead of focusing on an exact keyword, it’s best to map that keyword to the topic of your legal article.
Keep in mind too, that if you have a long-tail keyword, it will be much easier to convert into a headline than a shorter keyword.
Here are some examples for mapping a keyword to a headline:
Your exact keyword might be “Bankruptcy Lawyer”
The problem with this short keyword is that it’s hard to know what the exact intent is for the person searching for this keyword.
What kind of topic would we possibly map it to and create a headline for so our article generates a high click-through rate?
If we search “bankruptcy lawyer” in Google we can quickly get some ideas that this is more of a local SEO keyword for finding the nearest bankruptcy lawyer in our town.
So for this keyword, you’d want to write a services landing page with the headline “Bankruptcy Lawyer Services New York City”. You’d swap “New York City” out with your city name.
Google (or a keyword tool) might suggest longer keywords to you which could be something like “bankruptcy lawyer cost”. Now we have a longer tail keyword which we can immediately map to a headline like “How Much Does a Lawyer Cost in New York City”.
I hope these examples clarify how to use SEO keywords and Headlines together for your legal blog articles.
I want to thank you for making it all the way to the end. Creating effective law blog articles from keywords people actually search with is a lot of work and analysis.
With the right tools, experience, and expertise, it can be an easy process overall.
If you have any questions about creating your headlines or doing SEO keyword research for your blog articles feel free to comment below or send me a message.