Are you an online business trying to understand why your store isn’t getting the traffic it deserves? Meta descriptions may just be your problem.
You may have a flawless product, a good customer base, and a good marketing plan. But, what matters is whether it is reaching your end customers.
Here’s how you can leverage meta descriptions to increase traffic and sales.
What is a meta description?
A meta description is a snippet of what the reader can expect from the website link. It is generally about 155-160 characters in length. While a meta description allows the reader a sneak peek into what to expect, it also helps in Search Engine Optimisation (SEO). A meta description with the right keywords can help you rank better on search engine searches.
Here’s what a meta description looks like:
The text in blue is known as the “Title Tag”, and represents the title of the web page. Below it, in black, is a short brief of the article. This is the meta description.
How to write a perfect meta description?
Meta descriptions are crucial towards encouraging users to click on your page.
Starting off, here are the key focus areas to concentrate on while writing a meta description:
- What do you want to highlight?
- What value are you creating for your user?
When writing a landing page description, focus on the brand. Using less than 160 characters while also summarising what your landing page is about is what you need to capture in meta descriptions.
Allow your users to understand your Unique Selling Proposition (USP) and convey effectively how you can solve a particular pain point. Be direct, and grab attention as this is your only chance to help them click on your page.
The best way to understand what to add in your meta description is by understanding what is working for your customers. Talk to your repeat customers. Find out what they like best about your brand. Chances are new customers may like you for the same reason. With a limited real-estate for words, it is vital that you communicate precisely what they are looking for.
Let your meta descriptions talk for you
Meta descriptions can lure people to click on your website in search results. Hence, it is important that you nail this aspect of your content marketing strategy.
Key elements to create a perfect meta description
1. More is less
It is important you keep a tab on the number of characters you use in your description. Additionally, choose your words wisely in order to help your customers know your brand and offerings in under 155 characters.
2. Be customer-centric
Be it your web page or just a blog, the customer is always king. Ensure an easy, free-flowing read to ease their reading experience, thereby encouraging them to click on your website. Additionally, make sure you maintain the tonality and brand personality according to your target audience while writing a description.
Considering your meta description has worked or you and the customer have landed on your page, now the onus is on you to convert them into a paying customer. This can be done with flawless user experience. Be it your website or the way you complete the buying experience.
Multiple redirects, slow load-time, failed transactions, and unresponsive customer support are some of the top ways businesses lose customers.