If you’re trying to attract more customers to your website, your page description or snippet is one of the key elements that can help you transform casual browsers into visitors. Yet many people neglect this important element of website design. Here’s why snippets are important, and some helpful tips for working with your internet marketing agency to create effective page descriptions.
What Is a Page Description?
Open your favorite web browser. Type in the words “file cabinets for sale.” Glance down the results page. Do you notice the short paragraphs underneath the URLs and website titles? That’s a page description.
Page descriptions are written by the website owner or the internet marketing agency copywriter working on your website design project. They act like mini ads to draw customers’ attention to the website, though they should not be highly promotional. These descriptors should refer to the page contents and accurately describe them, but they should be written in a style meant to attract clicks and summarize the page contents.
The caveat is that you only have 155 characters or so in which to write that juicy, “make them click” description. That can be harder than it looks and it’s important to note that if you do not include descriptions on each page of the site, the search engine just may create them on their own and that isn’t good. In some cases they may create them anyway, but the chances of them creating snippets are reduces significantly if you create your own.
The Importance of Snippets
IAcquire conducted a study that indicates that 43.2% of people click on a web page in the search results because of the page description. While page descriptions don’t help with search engine results, they do help convert searchers into website visitors.
Tips for Good Page Descriptions
If your current site has lackluster page descriptions, or you need to add them, consider the following helpful tips:
- Brush up on your advertising writing skills, or hire a professional copywriter to work with you.
- Pack the most enticing information in the front of the paragraph. Most search engines cut off the page description beyond 160 characters.
- Don’t use duplicate page descriptions. Write new ones for every page.
- Refresh page descriptions when the web page content changes.
- Split test words, phrases and descriptions to determine the best performers.
A well-written snippet can convince people to click on your link rather than a competitor’s link. If you don’t include descriptions, or rely upon whatever the search engine chooses to include from your web page instead of specifying the snippet, you’ll miss an important internet marketing opportunity.
A professional internet marketing agency not only understands the importance of page descriptions, they will have people on staff who can write descriptions and code your website properly so that the page descriptions appear in the search engine results page. It may be worth it to talk to a professional internet marketing agency about updating your page descriptions and your overall internet marketing strategy. Your investment in professional marketing services may pay off in big dividends later in the form of increased website traffic and sales.
Dashboard Internet Marketing offers internet marketing strategies, website development and help for small to medium sized businesses to attract more customers and boost marketing ROI. Call us at 800-807-1852 for a consultation today.