Daily UX Writing Challenge: Day 11
Meta Description
Hey there!
Welcome to day 11 of my 15-day UX Writing challenge. Today’s task is a bit different from the previous ones. We are creating a persuasive meta-description for a website that sells contact lenses. Given the unique nature of this task, I’ll be using a slightly different approach.
Ready? Let’s have a look at the brief:
UX Writing Challenge: Day 11
Scenario: An elderly user is doing a Google search to find an easy way to buy contact lenses online.
Challenge: Write a title and meta description for a website that sells subscription contact lenses delivered to a user every 30 days — convince them to try it.
Title: 60 characters max
Meta Description: 160 characters max
But before we dive into the task, let’s define some of these terms.
What is a page title?
A page title is the main title of a webpage that appears at the top of the browser window and in search engine results. One of the best ways to structure a title is by starting with the primary keyword and ending with the brand name.
What is a meta description?
A meta description is a short snippet of text that appears in search engine results (right under the page title). Its purpose is to give users an overview of what a webpage is about.
To learn more about meta descriptions, check out this article by Moz.
But why so much fuss about meta descriptions anyway?
The meta description is your first opportunity to make an impression on potential customers. You know what they say about first impressions, right? It needs to be spot on. Some key information to include are:
- What the site is about
- The products you offer
- What areas you service
My Solution
I used an informative and persuasive tone to let users know what the site is about and also encourage product exploration.
Title
“Subscription Contact Lenses in Nigeria | Smart Lens Nigeria”
I started with the primary keyword (Subscription contact lenses) and ended with the brand name (Smart Lens Nigeria). This structure effectively lets the search engines and users know what the site is about and reinforces the brand.
Meta Description
“Need cheap contact lenses in Nigeria? Smart Lens subscription service delivers high-quality eye contacts to you every month at affordable rates. Sign up now!”
This meta description works because it clearly states:
- What the website offers (a subscription service for high-quality contact lenses)
- Who the website is for (people in Nigeria who are looking for affordable contact lenses)
- The benefits of using the service (getting high-quality contacts delivered to your doorstep every month).
And finally, it has a strong call-to-action (Sign up now!) to encourage potential customers to click through the website.
To optimize for search engines, I strategically included keywords users will typically use when searching for contact lenses in Nigeria, such as “contact lenses,” “eye contacts,” “affordable,” “cheap,” “Nigeria,” and “high-quality”. However, I made sure to do it in a non-spammy way.
Note
While it’s necessary to optimize meta-descriptions for search engines, we should always put human readers first. For a meta-description to generate leads, it must make sense and be appealing to potential customers. Therefore, while search engine optimization (SEO) is crucial, it shouldn’t overshadow the importance of creating high-quality content that resonates with your target audience.
That’s all for day 11! Four more to go. Subscribe to my email list to get an email when I publish the next one.
