Have you ever thought about how your potential clients decide which website to click on from their search results list? Business owners put lots of effort into getting a good search engine ranking, but even if your website is on Page 1, it doesn’t mean that people will actually click through to it.
Typically they will skim through their search results list and choose a website based on just one line of text. The text which appears underneath the website name. It’s called the ‘meta description.’
Many web designers don’t place much emphasis on the meta description because it has no impact on your search engine ranking. But it can have a massive impact on your potential client’s decision-making process. A persuasive, well-written meta description will encourage people to click through to your website instead of others on the list.
You’ve got up to 156 characters to make an impact. Be sure to include your USP (Unique Selling Point) so that you stand out from the crowd. Maybe include your phone number so that it’s super-easy for them to get in touch with you!
If you have a WordPress website there is probably an SEO plugin installed, for example Yoast or All-in-One SEO, where you can edit your meta descriptions. Or speak to your web developer about how to do it.