How to write effective meta descriptions

by | Jan 2, 2024

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Meta descriptions may seem like a small aspect of a web page, but they play a crucial role in driving traffic to your site. As search engines become more sophisticated, having a well-crafted meta description can greatly impact your website’s visibility and click-through rates. In this post, we will explore what meta descriptions are and how to create good ones for your web pages, using a builder based in Farnham as an example.

Firstly, let’s define what a meta description is. In simple terms, it is a brief and concise summary of your web page’s content that appears under the title and URL in search engine results (see below). Its purpose is to give users a preview of what they can expect to find if they click on your website. A meta description is usually 155-160 characters long, so it is essential to make every word count.

Meta Description Example

Now, let’s imagine you are a builder based in Farnham, and you want to create a good meta description for your homepage. The first step would be to understand your target audience and their search intent. What are they looking for when they search for a builder in Farnham? If you have a good idea of your ideal customers and the keywords they might use, it will be easier to create a relevant and engaging meta description.

Next, consider the unique selling points of your business. What sets you apart from other builders in Farnham? Is it your years of experience, your attention to detail, or your commitment to using sustainable materials? Highlighting your unique selling points in your meta description can entice potential customers to click on your website instead of your competitors’.

Another aspect to keep in mind is the tone and language of your meta description. Your meta description should be written in a conversational and friendly tone, as it is a direct messaging to potential customers. Avoid using technical jargon or overly salesy language. Instead, focus on creating a clear and concise description that accurately represents your business.

Now let’s get into the specifics of creating a good meta description. A well-crafted meta description should include the target keyword, a compelling call-to-action, and a selling point. Let’s break these elements down further:

  • Include the target keyword: The target keyword is the main keyword that your web page is trying to rank for. In this case, it could be “builder in Farnham.” Including the target keyword in your meta description helps search engines understand what your page is about and can improve its ranking in relevant searches. However, do not stuff your meta description with keywords as this can negatively affect your website’s visibility. Use the target keyword once, preferably towards the beginning of the description.
  • Use a compelling call-to-action: A call-to-action (CTA) is a prompt that encourages the reader to take a specific action. In your meta description, the CTA can be as simple as “Learn more” or “Get a quote today.” Including a CTA in your meta description can create a sense of urgency and motivate potential customers to click on your website.
  • Highlight a selling point: As mentioned earlier, including a selling point in your meta description can make your business stand out from the competition. This could be anything from a special offer or promotion to a guarantee of quality work or customer satisfaction. Think about what makes your business unique and include it in your meta description to attract potential customers.

Now, let’s put all these tips into action and create a meta description for our Farnham-based builder:

“Looking for a reliable builder in Farnham? With 20 years of experience, we specialise in quality work and customer satisfaction. Get a free quote today and bring your dream home to life.”

In this meta description, we have included the target keyword “builder in Farnham,” a compelling CTA “Get a free quote today,” and a selling point “over 20 years of industry experience” to make it stand out.

It is also essential to keep your meta descriptions updated and relevant. As your business evolves, your meta descriptions should reflect any changes or updates. Additionally, regularly monitoring your website’s performance and tweaking your meta descriptions can help improve click-through rates and drive more traffic to your site.

Creating good meta descriptions for your web pages is essential for driving traffic and improving your website’s visibility. By understanding your target audience, highlighting your unique selling points, and following the tips mentioned above, you can create compelling and effective meta descriptions for your business. So, take the time to review and improve your meta descriptions, and see the difference it can make for your website’s performance.