Top 3 Most Common Mistakes in META Description Tag Copywriting for Lead Generation

META description tag copywriting is important for lead generation. While there is some pure SEO benefit to having unique META descriptions for all or most website pages, their real value comes into play when they persuade relevant search engine users to click on the link. To make your META descriptions attract the right traffic to your website, avoid these three copywriting mistakes:

Mistake 1 — Improper Use of Keywords

META descriptions should convey a clear sense of what the linked Web page’s content is all about. Perhaps the best way to accomplish this is to incorporate one or two of the page’s primary keyword phrases in the description. If the original keyword research was conducted properly, those keywords should reflect common, popular phrases people use when searching for the associated page. Thus, when those same keywords appear in the META description, they reinforce the relevance of the content to the search engine user.

As with all things SEO, resist the temptation to go overboard with keyword insertion. Too many META description keywords make the content spammy, and as a result, will drive leads away rather than attract them.

Mistake 2 — Not Using a Call to Action

If all the META description does is describe the page content, it will be weak. To make the description strong, give users a reason to click on the link. Compare these hypothetical snippets of META description copy:

Product page

• WEAK: Product information and detailed specifications for the AXC-1000 box former.
• STRONGER: Detailed info on the AXC-1000 box former and how it can boost production as much as 45 percent.

Product group page

• WEAK: Comprehensive home energy consulting.
• STRONGER: Comprehensive home energy consulting. Learn how we can save you up to 35 percent a year.

Company page

• WEAK: Learn about the history of ABC Corporation.
• STRONGER: Learn about the history of ABC Corporation and our unique methodology that saves our clients an average of $10K a year.

A couple of notes about this:

• First, note that these META descriptions make it necessary for the associated pages to have content about customer benefits. This is a good thing: META descriptions should force you to review why your website pages are worth a prospect’s time!
• Second, note the specificity of the value statements: Being specific adds credibility and attracts the interest of serious prospects.

Mistake 3 — Trailing with Benefits

Careful readers will notice statements in the previous section were labeled STRONGER rather than STRONGEST. This is because these description snippets, while good, lead with bland information rather than a persuasive statement. As every journalist knows, a story’s lead should capture the reader’s attention and make him/her eager to read further. Here is how we can apply this principle to META descriptions:

Product page

• STRONGER: Detailed info on the AXC-1000 box former and how it can boost production as much as 45 percent.
• STRONGEST: Boost production as much as 45 percent with the AXC-1000 box former. Get detailed info now.

Product group page

• STRONGER: Comprehensive home energy consulting. Learn how we can save you up to 35 percent a year.
• STRONGEST: Learn how you can save up to 35 percent with our comprehensive home energy consulting.

Company page

• STRONGER: Learn about the history of ABC Corporation and our unique methodology that saves our clients an average of $10K a year.
• STRONGEST: We save clients $10K/year on average. Learn about our history and unique methodology.

Every Website Page Merits a Great META Description

As an important side note, don’t shortchange META descriptions on non-strategic SEO pages. For instance, even if the company page in the examples above is not an SEO target, it can draw traffic and generate a sales lead. Going through the motions on low-priority SEO pages could cost you a lot of conversions.

Every page of a company website should have value to a target audience, and as such, should be supported with a strong, persuasive META description. If you or your client has website pages that don’t have value to a target audience, the obvious question is, why is that content page there? Again, a disciplined approach to META description copywriting leads to stronger website content!