Did you know that most people click away from a webpage in less than 15 seconds? It’s not much time to capture someone’s interest, let alone their hearts and their minds, but it’s possible.
If readers aren’t drawn in, or if they aren’t convinced they’ll find the information they want, they will click the back button and leave your website. Not only will you lose the chance to connect, but your bounce rate will also suffer, which could, in turn, harm your SEO and web traffic. The secret is writing bold, interesting headlines and gripping, informative introductions.
Crafting Successful Introductions
An introduction has to say something interesting right away, within the first sentence or two of your post. So, how can you get a reader to keep reading?
- Be Clear About Your Blog Topic. Everyone on the internet is searching for the answer to a question. If it is difficult to discern what your blog post is about and whether it contains the right information, they will leave to look elsewhere. Make certain that both your headline and introduction quickly state the topic of your post.
- Keep It Short and Simple. Don’t make your intro paragraph long, dense, and boxy. Articles should be easy to read and contain a lot of white space, created by the liberal use of subheads, short sentences, and bulleted lists. Your first two sentences should be short and uncomplicated, and your first paragraph shouldn’t be longer than two or three sentences before a break.
- Grab Their Attention. It’s easier said than done, but you have to make your first sentence memorable. Avoid starting your post with a boring summary sentence or a colorless intro that doesn’t invite the reader in.
- Don’t Forget About Search Engine Optimization. Even though you want to provide your reader with a truly interesting and impactful introduction, you can’t totally forget about SEO. Make sure that you mention a keyword or two in your first paragraph – not only will it help your page garner traffic, it will also help your readers quickly identify the central topic of your post.
- Try Writing Your Introduction Last. This is a great hack for people who have trouble starting writing projects or for people who get stage fright when they sit down in front of a blank page. Once you get into the body of your blog post, it can be easier to grasp what your post is truly about and then craft a beginning that is attention-grabbing, memorable, and relevant.
Successfully Starting a Blog Post
Now that you know why introductions are so important, and now that you know how to craft one, here are a few specific ideas on how to kick off a blog post successfully:
- Ask a Question. Example: “Why don’t the vast majority of medical malpractice victims file medical malpractice claims?”
- Share a Quote. Example: “One of my clients recently came to my office and said, ‘I just can’t put the problem off anymore. I need your help.’”
- Share a Story. Example: “Before I was an attorney, I owned a small business. Here are the three most important lessons I learned from that experience that help me represent small businesses today.”
- Make a Bold Statement. Example: “You probably don’t need an attorney.”
- Share a Statistic. Example: “Did you know that 90 percent of startups fail each year in the United States? Wouldn’t you rather be part of the 10 percent that succeed?”
Need Help With Your Law Firm’s Blog?
A blog is an excellent way to improve your online presence, increase traffic to your website, and connect or reconnect with clients, colleagues, and new business opportunities. But to reap the benefits, you need to do it often, and you need to do it right. To learn more about launching a blog and keeping it going, please give us a call – we’re happy to help.