15-Day UX Writing Challenge — Day 11
Today’s challenge is a bit different from that of the previous days. It feels more like a content writer challenge than a UX writer, but I guess this is also the responsibility of a UX writer.
Challenge
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
Meta Description: 160 characters max
Before we get started, let me define some terms
What is a meta title?
A meta title, also known as a title tag, is a short description of a webpage’s content that appears in the browser tab and search engine results. The meta title should accurately and succinctly describe the content of the page and include relevant keywords for search engine optimization (SEO). A well-crafted meta title can help attract more clicks, improve user engagement, and enhance the website’s visibility and ranking in search results.
You can learn more about meta titles in this article by CoSchedule.
What is a meta description?
A meta description is a brief summary of a webpage’s content that appears under the title in search engine results. It provides a concise description of what the page is about and encourages users to click and visit the site. The meta description should accurately and effectively describe the page’s content and entice users to click through. It also helps search engines understand the page’s content and relevance to a user’s search query, improving the website’s visibility and ranking in search results.
This article by Yoast gives more insight into what meta description is.
Ideation process
According to Search Engine Journal, meta titles should be between 30 and 60 characters, descriptive, include a primary keyword, use trigger words, and include your Unique Selling Proposition (USP). While Yoast suggests the following elements in writing a good meta description:
- Keep it up to 155 characters
- Use an active voice and make it actionable
- Include a call to action
- Use your focus keyphrase
- Show specifications when needed
- Make sure it matches the content of the page
- Make it unique.
So, let's create magic!
Voice and tone
We have already defined the audience for this meta description as an elderly user, therefore, the language would be easy to understand and direct. Also, the copy will be helpful and convincing, but not forceful.
Furthermore, I am writing first for my user before the search engine. Many writers often forget about this because they get carried away with the desire to want rank. It’s people first before the search engine.
Result
Meta title: Perfect Sight Contact Lenses Delivered To You Monthly
The proper structure for a meta title is to include the brand name (Perfect Sight) and primary keyword (contact lenses). The structure of this framework informs both search engines and users about the website’s purpose and strengthens the brand identity.
Meta description: Our clients say our quality lenses improve their sight and overall health. Get yours delivered to you monthly from N20,000. Start 1-month free trial now!
The following informed my decision about this meta description;
- I used FOMO and customer reviews to attract potential clients (our clients say our quality lenses improve their sight and overall health).
- Talked about what the website offers (quality lenses).
- The benefits of using the service (get yours delivered to you monthly).
- An idea of what it would cost the potential customer (from N20,000).
- It has a strong call-to-action laced with an incentive to encourage the user to make the ultimate move (Start 1-month free trial now!)
What are your thoughts about this? I personally love it, do you?
Check out my previous entries here.
