Latest posts by Laura Cyples
- How to Write Faster (and Better) - 14th September 2019
- Design Your Digital Content: Using the F Pattern to Boost Engagement - 12th August 2019
- Copywriting Update – Autumn Writing 2018 - 30th November 2018
How to write a MEGA Meta description
Is your website ranking well but not getting many visitors? Do you have a well-designed site that’s bursting with brilliant content but not getting many clicks? Are you looking for an easy way to increase your click-through rate?
Then look no further than the humble Meta description.
The modest Meta description might not seem all that important — after all it’s a bit on the short side and doesn’t have a lot to say — but there’s more to the meagre Meta description than might meet the eye.
Okay, so what is a Meta description anyway?
A Meta description is the short paragraph of text that features underneath the title of your web page and appears when someone searches for your business or services. It’s basically a short overview that informs the searcher what the content on your page is about.
Why are Meta descriptions important?
Meta descriptions are only small, but they have the power to pack a powerful, persuasive punch.
Think about your Meta description as a mini advertisement or like a trailer for a film — you’re trying to sell your page to the searcher, so make sure it’s well-written and persuasive.
Remember! When a potential customer is searching for the products or services you offer, they’ll be faced with a screen full of potential web pages and accompanying Meta descriptions, so it’s important that yours stands out!
A Meta description should accurately inform the searcher about what is on the page, but it should also compel them to click on the link and find out more. Your Meta description can mean the difference between a new customer or a boring day at the office.
A mediocre Meta description won’t get the results you want. But a well-written Meta description can make a massive difference to your conversion rate.
How to make your Meta description MEGA
The main thing to bear in mind when writing your Meta description is to write it for your customer and not the search engines. Incorporate a few keywords, yes, but don’t stuff it full of them so it makes little sense — it will look desperate and won’t have the desired effect.
It’s always good advice, no matter what you’re doing, to check out your competitors. And writing Meta descriptions is no different. Take a look at what others have put in their descriptions and think about how you can make yours better.
How can you make your Meta description stand out from the rest?
A tiny persuasive package
It may be small, but your Meta description needs to be powerful. And at only 156 characters, it’s essential you make every word count.
Follow these 3 simple steps to give your Meta description some punch!
- Use a copywriting formula
It’s a good idea to use a copywriting formula when writing a Meta description. There are lots of different formulas you could use, but following a structure will ensure you don’t forget to include an essential element. Why not have a go using AIDA?
A – Attention
I – Interest
D – Desire
A – Action
Here’s the Meta description for this page using AIDA.
Title: How to write a mega Meta description l We Are Word Nerds
Meta description: Wondering how to write a Meta description to increase your click-through rate? Read our blog and get more traffic to your website in 3 easy steps!
Make sure you grab the attention of the searcher with the first sentence of your Meta description. Always provide a solution or benefit to create desire. And don’t forget to include a call to action to tell the searcher what to do next.
- Tone of voice
It may sound obvious, but the tone of voice you use matters.
The tone of voice you use in any written communication conveys the personality of your business to your reader. So, make sure your tone is welcoming and friendly and you’ll drastically increase the amount of clicks you receive.
Think about how your message sounds and how it makes you feel. Would you click the link?
- Use active language
Use active language and you’ll instantly create a sense of urgency.
Active language is motivational and tells the reader that your business (which is ultimately what you’re trying to promote) makes things happen; it suggests that yours is the go-getting company that will provide the solution they need.
Bear these 3 things in mind when writing your Meta description and it’s sure to stand out in the SERPs!
Don’t worry if your current Meta descriptions are more drab than fab, it’s easy to change them at any time. If you’d like some help to improve your Meta descriptions and increase your click-through rate or would simply like to chat with us about the benefits of using a copywriter, get in touch with us today.
We hope you’ve found our blog useful. However, if you would have included something else, feel free to let us know in the comments section below — we always love to hear your thoughts!