​​When you build or refresh your website, don’t forget to add meta tags.

What the heck is a meta tag, you ask? A “meta tag,” or “meta description,” is the snippet of information below the link of a search result in Google. Its purpose is to describe the content of your web page to the searcher…your prospect. Any words that match the search term are bolded in the description.

How to Write A Mighty Meta Description

The right meta tags may bring in new clicks leads and assets. The wrong meta tag, or no meta tag, brings you…nothing.

You want your meta description to be clear and convincing so that the searcher doesn’t scroll to look for some other firm’s site.

Look Here For a Meta Tag…

Here’s how you can write meta descriptions that are clear, helpful, and a searchers delight:

1) Use Action Language

Your meta descriptions should start with verbs like “Learn,” “Discover,” or “Grab,” and follow up with specifics of what exactly they’ll get if they click. For a given SERP (Search Engine Results Page), there’s only a certain amount of people who will scroll down to the bottom of the page and click a result there. The percentage of clicks consistently drops off as you go further down the page, So, if your result is far down at the bottom (or not even on the first page of results), you’re already working shorthanded.

2) Provide a Solution or Benefit

Tell you searching prospect what they can expect when they click on your link. Do you want your prospects to read your blog post on the benefits and risks of commodity trading, or perhaps on hedge fund investing in general, or on retirement planning? If so, your meta tag should sell them on your informative, valuable content.

3) Keep Your Meta Tag Less Than 155 Characters

Your meta description should be under 155 characters. While Google measure by pixels, not characters, it’ll cut off a meta description after a certain width.

4) Don’t Deceive

When searchers and search engines see keyword-stuffed content, it hurts the level of trust a searcher has in your content.

5) Be Specific

Use descriptive words – more nouns, less adjectives. Connect with your target audience and let them know what they’ll get from clicking through on your search result.

What Not to Do With Meta Descriptions

If you don’t write a meta description for your web pages, Google will show a text snippet from the first paragraph of your page. If there’s a search keyword in that text, it’ll be bolded. Why is this bad? Well, it means you’ll miss out on being able to sell to your prospective buyers.

Your meta description is your chance to win over prospects. It’s your short sales pitch for your website. Too many businesses leave this out and, in turn, miss out on a critical opportunity to improve clickthrough rates. Be sure to create an engaging meta description for your website that persuades people to choose you over your SERP competitors.

If you’d like to learn more about how to make your meta descriptions be a lead generation tool, please click below for your free eBook.