How Can Roofing Contractors Craft Meta Descriptions That Win Clicks and Customers?

Genuinely Digital
October 10, 2023

In a world where every online click can lead to a valuable customer, we’re here to show you how to make those clicks count. Our blog today is dedicated to a deceptively small yet incredibly powerful aspect of your website – the meta description.

Meta descriptions are the unsung heroes of search engine results, and they hold the potential to transform your roofing business’s online success. Whether you’re a seasoned contractor or just starting your roofing journey, these meta descriptions can be the key to not just capturing clicks but converting them into loyal customers.

So, if you’re ready to unlock the secrets of meta descriptions that truly convert, you’ve come to the right place. Stay with us as we delve into the world of “Meta Descriptions That Convert: How Roofing Contractors Can Win Clicks and Customers.” It’s time to take your online presence to the next level and watch your business soar.

What is Meta Description?

Simply put, it gives a summary of a webpage. It is an element in HTML code. The simplest of all examples can be written as:

<head>

</head>

You can find this beneath the page’s title of search engine results. In general, meta description can be up to 150 characters long. Google’s latest meta description length is up to 920 pixels, which translates to 158 characters. For smartphones, the limit is 680 pixels, i.e., 120 characters [Source: website].

Does Meta Description Have Any Impact On Google Search Results?

Hmm… the answer is not straightforward. You see, Google does not acknowledge the use of metadata for ranking. It states, “Our web search (the well-known search at Google.com that hundreds of millions of people use each day) disregards keywords meta tag completely. They simply don’t have any effect on our search ranking at present.”

However, things do not end here. Google does accept to use & support some of the meta tags. Some of them are listed below:

To describe page:

For search engine crawler & indexing:

For snippet tag:

To disable site links search box:

To provide Google translator:

To disable Google text-to-speech:

To verify ownership of the search console:

Is Ignoring Meta Descriptions a Missed Opportunity or a Savvy Move for Your Website?

Even though Google does not use meta tags for ranking directly, it can still improve your ranking list. Here’s how…

The meta description can impact the click-through rate for your website. This will boost your ranking. When a user runs a query on a search engine, a small paragraph appears below the title of the page.

You may see a date followed by a few lines. While browsing which site to click, users are very likely to read this text to know if it is worth further reading. In short, a relevant meta tag helps to create curiosity amongst the searcher.

For your roofing business, ensure that the snippet contains relevant text that reflects the web page’s content. Otherwise, your web page may get clicked, but the user will leave soon, generating more bounce rates. That’s no good. For guidance, contact a professional roofing SEO company.

How You Should Design Your Meta Description That Makes People Click On Your Link?

Don’t worry. It’s not that hard. The following steps are enough to write an ideal description tag.

First, write in a human language. Avoid AI-generated text that sounds blunt and cold.
Second, think of meta tags as an ad for your business.
Next, verify that whatever you write in the meta tag matches the web page content. For example, if your web page is about solar roofs, do not write something like roofing materials.
Finally, write it in a way that makes users click on the title link above. Keep it short and descriptive at the same time.

Where Can You Use Meta Description?

Inside Your Website <head> Tag

These tags reside at the beginning of your website. You can use it to summarize your web page, its content, and what you are trying to sell. If a client looking to repair their roof is interested, they are likely to click on the link.

For WordPress, you can either change the code. Note that making any change in the code will require good programming skills. You may mess with your page design. And that’s the last thing you would like to do with your website.

It would be best if you installed a plugin. This way, you can modify the meta tag without compromising the whole code. For even better results, you can contact a certified roofing SEO company who have an excellent team of developers to help you manage your website.

On Social Media

Social media platforms like Facebook also use meta tags to detail users about the web page content. In case there is no meta tag, the social media website will crawl to the first line and use it as a description.

On Every Page Of Your Website

Your website is a cluster of many web pages interlinked to each other via internal links. It would be best if you wrote a meta description tag for every page. Yes, that is mandatory. You can’t skip it. This will make all pages of your website ready for listing. The more pages of your website rank up, the overall authenticity of your website increases.

Important Pointers That You Must Consider While Writing Meta Description For Your Website

Use Call To Action

Write your meta tag as if you are pitching to your customer. This is crucial because you only have a few seconds before the user scrolls to another website title. So, make your description short and compelling enough for the user to click on the link.

You can take inspiration from your ad design, modify and use it. You can use compelling texts like “Get it at 20% off today”, “Limited deal,” “Buy now & get solar roof installation for free,” etc. This point here is to drive users to take some action.

Avoid Stuffing Keywords

This one is a no-go. Not only will it eat up all the space, which, by the way, is limited but also dismisses the idea of giving a summary. Additionally, it won’t be helpful either.

Use Relevant Target Words

Keep your message concise and precise. Try to avoid words like “beautiful roof,” “nice looking roof,” etc. Instead, choose phrases like “affordable roofing solution,” “at a discounted price,” “sustainable roofing,” etc.

Ensure that the text is informative and speaks about your business. If you find it difficult, don’t worry. Hire a certified roofing SEO company that has solutions to every website problem.

Keep a Check On Its Length

Writing long meta descriptions won’t serve any purpose. That’s due to the fact that Google only takes up to 150 characters for meta tags. The rest won’t be relevant. So, being concise is of uttermost importance here.

You can use tools like AI content creation and ChatGPT for help. But don’t rely on it, as they often sound very cold and robotic. Ensure that your meta tag is written in a human speech tone. This brings us to our next point.

Use Active Voice

Here are two sentences. Have a look at them.

“Buy solar panels today and enjoy saving on energy bills tomorrow.” – Active Voice.

“Solar panels that were bought today and will save energy bills tomorrow.” – Passive Voice.

Out of the two, which one sounds more compelling? Obviously, the first one. Hence, using active voice in your meta description tag will let you effectively convey your message to your potential client.

Keep It Short & Simple

That’s easier said than done! So, what to do?

First, outline your message.
Second, write a rough text in the form of a paragraph.
Next, improvise that paragraph.

Remove examples and add location (if applicable), product description, or your brand motto. You may write something like this – “Get your solar roof panel today & save 20% on the final pricing. Offer limited. So hurry. Call Now at 00-000-0000.”

Avoid Repetition

Do not, for heaven’s sake, repeat texts again in the meta tag. Not only is it a waste of space, but it may appear a bit annoying to the reader. Texts like “Roofing business in Texas offers metal shingles now contact XYZ to get metal roofing shingles because metal roofing singles are sustainable and eco-friendly.”

You see, repeating the same phrase or text just makes your message look cluttered. Often time it may miss the point it is trying to convey. So, avoid repeating texts, phrases, or even your brand/company’s name.

Remove Double Quotation Marks

The problem with double quotes is that Google will pick the text inside them and ignore the rest of the text. That’s no good because out of 150 characters, only a few, say 30-40 characters, will be displayed. This will downplay your message. So, it is for the best that you stop using double quotes messages.

Boost Your Business with Meta Description

In the world of digital marketing for roofing contractors, it’s the final result that truly counts. We’ve explored the art and science of crafting compelling meta descriptions, and now, it’s time for you to put these strategies to work for your roofing business.

As you go forth and implement these insights, remember that every click your website receives is an opportunity, and every customer gained is a triumph. Stay attentive to the performance of your meta descriptions, fine-tune them based on what resonates with your audience, and watch the clicks and conversions roll in.

Our digital marketing company is here to support you at every step, offering full-service solutions to enhance your online presence, generate more leads, and ultimately, drive the growth of your roofing business. Your success is our success.

So, let’s not just win clicks – let’s win customers, projects, and the reputation your roofing company deserves. If you ever need further guidance or have questions, don’t hesitate to reach out to us. Your journey to digital marketing excellence continues, and we’re with you all the way. Here’s to your roofing company’s bright and prosperous future!