The Real Reason Your Page Description Is Important
A common misconception is that jamming your page description with keywords is going to improve your search engine rankings.
In actual fact, your page description has very little influence on SEO. Your page title, well that’s a different story, but your page description, he’s just a passenger.
The REAL reason your page descriptions are important is that they can drastically improve your click-thru-rate (how many people click your page on Google results).
Why is this? Great question.
Normally ranking #1 for a keyword will net you around 35% of the traffic from that keyword, but a well written page description can increase that.
Your page description is the final step on the SEO journey.
You do all the SEO work to rank your page – content/backlinks/etc – then the page description is the one paragraph that seals the deal and persuades the user to click.
One last push from your website to convince someone to view your website and consider becoming a fee-paying client.
Oh, and when you don’t write them yourself, Google just guesses. And Google doesn’t know what users looking for a law firm want to see. So, don’t leave it to Google.
Be creative and have fun with it. Think about what someone needs to read to click and don’t worry about the keywords.
Writing persuasive page descriptions is something our team specialises in. After all, the team is filled with marketers – not SEO nerds. Click here to get in touch.