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 is 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 will get more clicks.
Even if your article is the second or third result on Google, it will get more clicks than the first result with 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 (SERP’s.) 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.
Related article: Personal Injury Law Blog Topic Examples
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 content sections that grab 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 naturally look for related sub-headings to figure out if there are any exciting parts 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 many 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 ones for attracting new clients to your legal brand.
The one thing that all of these blog post 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 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 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 list 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 that 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 by 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 which can help someone out with their financial problems before considering bankruptcy. Then, 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.
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, it’s a very popular thing to add in the search box.
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 that in the title they click on. They’ll be expecting to see various steps to provide them with the information they seek. 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 It Will Cost
- What Kinds of Debts Can Be Included
- What are The Qualifications
- How Long The Process Will Take
- How Long Will Bankruptcy Stay On Your Credit Report
As you can see, many sub-headings would be used in an article like this. It’s most likely a long-form legal blog post that would be a guide linking to other articles on your site as well.
If you create a quality resource to answer this person’s question online and they like what they read, not only will they call your law firm to talk with you about the problem they have, Google will detect the engagement it gets and rank you higher.
Related article: How To Write a Legal Blog Article
Putting Legal SEO Keyword Research and Headlines Together
When doing legal SEO keyword research, you have to be strategic about how you use those 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. If you have a long-tail keyword, it will be much easier to convert into a headline than shorter keywords.
Here’s an easy example to see how this will work:
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 of the person searching for this keyword.
What kind of topic would we possibly map it to and create a headline 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. Therefore, this would be the best option for optimizing content and a headline for this keyword.
So 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.
When Google suggests longer keywords to you, such as “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.”
We hope these examples clarify how to use SEO keywords and Headlines together for your legal blog articles.
Related article: Blogging Tips For Lawyers
We want to thank you for making it all the way to the end. If you have any questions about creating your headlines or doing SEO keyword research for your blog articles, please send us a message using our contact form.
Also, if you are launching your blog and just don’t have enough time to do the actual legal content writing, we can help you with that!