It's common knowledge amongst bloggers that crafting an interesting, catchy headline can help to increase the click-throughs and readership of your article. It's also well known that incorporating photos into your posts is a great way to grab your reader's attention (If this wasn't well-known to you then it is now).
But there is a component of your blog posts that you may be overlooking (I know I was).
Photo captions are the most read body type in a publication. According to Drew Eric Whitman, Captions under photos get 200% greater readership than non-headline copy. Of all the content on your blog article, only the title or headlines have higher readership than captions.
The point is that if you fail to include captions underneath your photos, you are missing an opportunity to further engage your readers.
This article from the University of Kansas discusses reader behavior:
When writing a cutline with or without a caption, it is useful to have clearly in mind the typical reader behavior when “using” a photograph and accompanying text:
- First, the reader looks at the photo, mentally capturing all or most of the most obvious visual information available. Often this reader look is merely a glance, so subtle aspects of the picture may not register with many readers.
- When that look at the photo sparks any interest, the reader typically looks just below the photo for information that helps explain the photo. That's when captions and cutlines must perform.
- Then, typically, the reader, after digesting the information, goes back to the photo (so be sure you enhance the experience and explain anything that needs explaining).
In short, a caption should help clarify the photo and it's use in the article for the reader. You should not use a caption to explain something obvious a reader can tell from simply looking at the picture. An example is a photo of Michael Jordan taking a jump shot. A caption stating "Basketball player takes a jump shot" isn't nearly as helpful as "Michael Jordan hitting the game winner".
Photo by Lady Madonna
Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]
John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]
I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]
If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]
If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]
The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]
The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]
How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]
And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]