If you are trying to figure out a solid marketing plan for your construction company, one of the great things you can do is use your meta description on each page of your website.
What is a meta description and how can you use it your marketing plan for your company?
Meta descriptions are used on search engine result pages (SERPs) to show the reader a preview of the content for a particular page. For example, I do a search for Darren Slaughter Consulting, and the search result below is one of the results I find, with the meta description highlighted:
That’s what the meta description is.
In the old days, you used to be able to pack the crap out of meta descriptions with keywords and hopefully the search engines would help you out and show you some love and rank you a little bit higher than the guy below you.
The meta description hasn’t been used in search ranking for a long time. What that space has become is a place to advertise. As you can see, your meta description is the first thing your prospects see about your company online.
Problem is, I still see a lot of contractors out there who will ruin any chance they have of someone clicking through to their page because they read some outdated article on SEO telling them to spam the hell out of people with descriptions like:
“We’re the best Chicago window replacement company in Chicago because we’re the greatest window replacement company in Chicago.”
Trust me when I say this, no one is going to click on that.
Instead, do the work and make that area of your website be the best description of you on the web because it is really important when it comes to selling readers on clicking through.
Search engines don’t care anymore, but the people that actually write you checks to build things are going to see that, and you want to make a great first impression.
Make it something that entices them. What that’s doing is selling them to click through to your site and read the rest your material, then hopefully call you.
If you don’t know how to craft a good meta description, you can use old headline copy from Yellow Pages ads or postcards you’ve used in the past. A good headline in an ad is about as long as your meta description, so there’s a good start.
If you haven’t fixed it up your meta description in a long time, now is the perfect time to get in there make it look like and ad. Make it look like something that shows a feature and a benefit and a call to action to click on for more information, and you’ve just improved your chances of getting a click through to your site!
If you are reading this blog post because you are trying to figure out how to put together your own construction marketing plan, then maybe you want to read my take on marketing in the construction industry. -Darren