As a legal marketer, you already know that meta descriptions are a cornerstone of any effective SEO strategy. But now that Google’s launched AI Overviews (AIO) and conversational search, these snippets are more important than ever, as they play a key role in getting your content featured in these new AI-powered experiences.
Because meta descriptions require you to distill an entire blog into just a handful of characters, they are also one of the most challenging aspects of copywriting. How do you stand out, capture attention, and entice clicks when every word counts?
You probably see meta descriptions every day in your search engine results, but they don’t really register. Appearing alongside website page and blog titles, these brief snippets provide both searchers and algorithms with a clear, concise summary of your content while highlighting why it’s worth clicking on.
When you write meta descriptions for your law firm’s blog, making the most of your limited space is key to bringing more traffic to your site. Although that might seem challenging, it is doable, provided you keep the following in mind.
- Length: Aim for 120–160 characters. While desktops may support slightly longer text, mobile devices could cut it off earlier.
- Placement: Prioritize the most important information at the beginning of the description.
- Tools: Use a SERP preview tool to ensure your description looks polished and fits within the character limits.
Meta Description Tips for a Law Firm Blog
Now that we’ve covered the basics, let’s dive deeper into proven tactics that will allow you to write compelling meta descriptions that truly pack a punch.
1. Keep the Searcher Front and Center
Consider why someone might search for your content. Begin by researching target keywords and characteristics common to your target audience. Do your best to align the meta description with your target audience’s needs.
2. Use Keywords, Even If They Appear in Your Law Firm Blog Title
In most cases, it’s best practice to avoid using words in consequent sentences. However, this doesn’t apply to meta descriptions. Even if they’re already in your heading and page title, we recommend including important keywords or variations on those terms (like Lawyer, Attorney, or Law Firm) in your meta description. And remember, a meta description doesn’t need to be grammatically perfect; it’s far more important that it demonstrates relevance to the searcher’s intent, so potential clients are encouraged to click on your law firm blog.
3. Entice a Click or Provide an Answer
When crafting your meta description, remember that your choices are fairly straightforward and limited:
- Provide compelling information that encourages people to click and read more.
- Provide the answer to an inquiry directly, so the visitor doesn’t need to search for anything else.
Consider the action you want searchers to take once your content appears in their search results. If you can write a meta description that offers a concise answer and provides value to your reader, go that route. Otherwise, include a CTA that makes it easy for people to click through to your site and keep reading. Verbiage like “examples”, “templates”, “case studies”, etc., will give searchers a clear view of what they can learn by clicking through to your law firm blog.
4. Weigh Your Firm’s Brand Recognition with Character Count
Including your firm’s name in the meta description can be beneficial. If your brand is well-recognized, you’ll boost credibility and likely increase click-through rates. However, if your firm is still building its reputation, you might want to omit its name. Even with strong brand recognition, you still need to consider character count. With so few to work with, dedicating too much space to a name might weaken the rest of your message.
5. Use Punctuation
You might occasionally encounter meta descriptions that lack proper punctuation, as writers sometimes omit it to save character space for words. However, it’s best to resist this temptation. The absence of punctuation compromises readability and could even damage your firm’s credibility in the eyes of some searchers. Always consider how your meta description will appear to a quick scanner, and be sure to review your copy to ensure clarity and coherence, even at a glance.
Why Meta Descriptions Matter Even More in 2025
With Google’s AI Overviews, voice search, and live search features, concise descriptions aren’t just for humans; they also help algorithms understand what your page offers. Think of them as your content’s “elevator pitch” to both people and machines.
Meta descriptions are one area where your best writing skills can really make a difference. For each description, think of the value your content provides, and why someone would want to read it. Then summarize it in as few words as possible. Use these tips as a quick checklist to create more powerful meta descriptions for your law firm blog.
Of course, strong meta descriptions are just the beginning.
