CHALLENGE 11
Title and Meta Description for Search
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
Goal
Primary Goal: Appeal to users searching for contact lens delivery and sway them to click through to the site.
Secondary Goal: Include keywords for search engines.
Considerations
A quick Google search reveals that there are a number of similar services available, so in addition to including our keywords (contact lens, delivery, monthly, etc.) we need to tailor our message to our user, who is elderly. Instead of swaying them with a free trial or discount (which would need to be approved by other departments), the copy appeals to the problem of forgetting to order lenses each month. While this is something many contact lens wearers might experience, it is more common with the elderly.
To avoid unintentionally insulting our target user, we should do the following:
Keep the message general, as in “we all forget!”
Test the text
Suggested Solution
Title: Contact Lenses Delivered to You Every Month
Meta Description: MyMonthlyContacts ships your prescription contact lenses directly to your home. Receive new lenses every 30 days. Even if you forget, MyMonthlyContacts will remember!
