When writing a headline for your law firm website or blog, the most important thing to keep in mind is that the headline must be compelling. It needs to stand out from all other headlines and make someone want to read further to find out what the website or blog is about. (Small law firms stuck in 1999: This means no more “Welcome to Our Law Firm Website!” headings on your home page.) If your headline fails to do that, people are less likely to go to your site.
There are many law firms competing for the business of a limited amount of people. A compelling headline will help readers choose a law firm that is right for them. As Brian Clark explains in “How to Write Headlines That Work“, there are several categories a headline can fall into. The categories we’ll highlight today are direct, indirect, news, how to, command and “reason why” and question.
Direct and indirect headlines
Direct and indirect headlines are polar opposites often used to address different audiences. A Direct Headline is one that states exactly what the website or blog in question is, rather than trying to catch the reader’s attention with something clever or witty. An Indirect Headline is one that comes across as subtler to the reader. This type of headline compels the reader to ask him or herself a question. That question is then answered within the body of the website or blog. Double meanings will often be found in Indirect headlines.
A law firm can use a News Headline if they have recently successfully represented a client in a lawsuit where the lawsuit in question was newsworthy. For example, if your firm tried a case that resulted in a change in legislation in your state, you could use a News headline for a blog post talking about your case.
How To headlines
A How To Headline is one that lets the reader know that the subject of the website or blog can be easily performed if they read the information below the headline. Some personal injury law firms use How To headlines on pages where the copy focuses on how to choose the right Georgia auto accident attorney.
A Command Headline is one that inspires people to take action. Many times law firms will use this type of headline to convince someone to seek a lawyer if they are considering filing a lawsuit against someone. When they come at the bottom of an article, a Command Headline is sometimes referred to as a Call to Action.
Reason Why headlines
A Reason Why Headline is one that tells someone why they should do something. A DUI law firm could have a Reason Why Headline that focuses on why they need an attorney if they intend to plead not guilty.
A Question Headline is one that will compel the reader to find out the answer to that question. These headlines are often used to capture someone’s attention concerning a subject that applies to us all, such as what might happen to when we get in a car accident. This can be an effective headline type for any law firm to use.