Don't Be Afraid Of HTML: The <title> tag

Jeff Berman
March 25, 2010

As a lawyer, you barely have time to properly service your clients, let alone, learn HTML. However, knowing a couple simple things about HTML will help you get better results from your law firm website.

Now don't get overwhelmed. I'm not going to go all technical on you. Let's start with some basics:

1. Open your website in a new tab or browser.

2. Right-mouse-click on your site so that you see a menu that includes an option that says something like "view source":
screenshot of AttorneySync homepage

3. Left mouse-click on the view source option. Some kind of text document should open:
Screen Shot of AttorneySync homepage in html

This is your web page's HTML source code. Calm down, it's not as confusing as it looks.

To start with, their are two very important HTML "tags" that you need to know (tags are the words surrounded by ""). The first is the <title> tag.

The <title> tag appears in the upper left-hand corner of your browser window, as well as, on the browser tab if you're using tabbed browsing.

html screenshot of a title tag

The <title> tag is extremely important to the success of your website in search engines. It tells the search engines what your law firm website is about. One of the most common mistakes made on attorney websites is using your name, or law firm name, as the title of your website. Sure, you'll do very well for searches on your name, but you don't do very well for all the other searches that potential clients might be using to find you.

For example, take a look at our site's title:

title tag on web browser

As you can see, we're targeting Lawyer Internet Marketing, Law Firm SEO, and Lawyer Search Engine Marketing. We believe these terms are highly relevant to our business.

See, not so bad. Now go to your website and see if your <title> tag is optimized for key phrases relevant to your practice. If it's not, add some practice-specific and geographic specific keywords to the tag. You might be surprised by the results.

Obviously, there is way more to law firm SEO than simply optimizing your title tag. In fact, we believe on-page optimizations account for around 25% of the "SEO pie" depending on the competitiveness of the key phrase. However, keeping these optimizations in mind when you build new pages or write blog posts, will have a very positive effect on the search engine performance of your law firm website or blog.

Jeff Berman
Jeff Berman, is co-founder of AttorneySync. "Properly marketing a law firm online is about producing relevant content that helps a prospective client understand your expertise and how you are able to help them. Finally, it’s about getting that content found by the people you are trying to help."
Notify of
1 Comment
Newest Most Voted
Inline Feedbacks
View all comments
14 years ago

The local tag is a great tip that is not often used by Lawyers and other service professionals.

Readers should also note that the title tag should be about 64 characters max (including spaces). Any more and your prospective clients will see the (...) which is rather annoying. Google has suggested that "most search engines may give less weight to words after a certain point" - I would suggest that keywords be the 1st words on your title tag as a result.

Let's Discuss Your Growth

Helping law firms grow profitably with digital marketing and can prove it.

Barry Conybeare

We are so impressed with AttorneySync and their digital marketing services. We started with an audit of our digital presence and hired them thereafter. Fixes to the website and other platforms quickly followed and we have seen a substantial increase in online traffic, new client calls, and new client contracts. Strongly recommend AttorneySync!

Let's Talk

How can we help?

More From Our Blog

June 8, 2023
On Local Law Firm SEO Rank Tracking and Reporting

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 […]

Read More
June 7, 2023
On Attribution

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 […]

Read More
March 22, 2023
I asked ChatGPT to Recommend a Personal Injury Law Firm

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 […]

Read More
February 17, 2023
My Take on Google Search's Guidance on AI-Generated Content & Law Firm SEO

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 […]

Read More
February 16, 2023
Google Adds New SEO Best Practices for Links

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 […]

Read More
February 1, 2023
Authenticity & Engagement

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 […]

Read More
January 19, 2023
ChatGPT for Legal Marketing

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 […]

Read More
May 26, 2022
SEO Expectations for Law Firms

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 […]

Read More
May 6, 2022
Who Should Do Marketing?

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 […]

Read More

Let's Discuss

Questions or comments? Let's discuss on social!
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram