Text sells: How meta descriptions lure clients to your website
If you have ever conducted a Google search on your law firm, you may have noticed that the description used on the search results may be slightly different from what you may have envisioned: "Why?" you may ask. Well, quite simply, it's due to the "meta description" which plays an important role in how search results are displayed.
An example of how meta descriptions operate
In order to illustrate how meta descriptions operate, we conducted the following search experiment.
Google search enquiry: "Japanese restaurant"
Google search enquiry: "Sydney Japanese restaurant"
The obvious question is why has Google served up two different meta descriptions in relation to the same restaurant? Basically, when "Sydney" was included on the second search query, Google took a small piece of text used on the restaurant's website and attempted to serve up the best match for "Sydney Japanese restaurant".
So how does our search experiment affect lawyers? Well, the overarching goal for lawyers is to be visible on as many relevant search queries as possible, and in order to do that, great care must be directed towards the meta descriptions of your website.
Some tips for how to best use meta descriptions on your website
- Focus on the client. More specifically, put yourself in the shoes of a potential client and use terms they might be interested in when searching for a lawyer, rather than the type of text you may want to use personally on your website.
- Words are key. It may seem patently obvious, but there's no harm in reiterating the importance of using relevant keywords and phrases that will attract potential clients to your site. Oh, and don't forget to include the location of your firm, especially now that Google has put their focus on serving up localised results.
- Be concise. Ensure that you adhere to the 160 character limit when it comes to the meta descriptions of your site because a browser will ignore any characters beyond the limit.
Don't worry, your website will still show up on Google and other search engines
Your website will still appear within search results. So take a deep breath. However it's also important to bear in mind that your firm has a small window of opportunity to attract the attention of a potential client, and the importance of meta descriptions cannot be underestimated.
For your website and online needs, please contact the FindLaw/Firmsite today and our friendly team will help you get started with your online initiative.