I was recently reviewing a construction company's website. It had a good design and well written content. It also had good photos of their recent projects. But they were struggling to get clicks from search results.
The reason that people weren't clicking through to the website? The title tags for all their web pages read "Construction Services | Company Name," regardless of the page content. And their meta descriptions were either missing or duplicated across multiple pages.
Think of meta tags as your website's shop window display. Just as you wouldn’t use the same window display for kitchen renovations and loft conversions, each page needs unique meta tags. These tags should be interesting to attract the right customers.
In this guide, I will show you how to create meta tags. These tags help search engines understand your services. They also encourage potential clients to visit your website.
Understanding Title Tags
The title tag is an HTML element that specifies the title of a webpage. It appears in three key places:
Browser tabs
Search engine results pages (SERPs)
Social media shares
Search engines use title tags to understand the main topic of your page and display it in search results. A well-crafted title tag can entice users to click through to your site, even if you don't rank in the top position.
Best Practices for Title Tags
Keep them concise
Aim for 50-60 characters to ensure your full title displays in SERPs.
Put important keywords first: Place your primary keyword near the beginning of the title tag for maximum impact.
Be descriptive and relevant: Accurately describe your page's content and make it compelling for users.
Use unique titles for each page: Create specific titles for each service or project type.
Brand your titles: Include your company name at the end to build recognition.
Examples of Well-Optimised Title Tags
Service Pages
"Kitchen Extension Specialists North London | ABC Construction"
"Loft Conversion Costs & Services Reading | ABC Construction"
Project Pages
"Victorian House Extension Portfolio Surrey | ABC Construction"
"Modern Kitchen Renovation Projects London | ABC Construction"
Contact Pages
"Get a Free Building Quote in Bristol | ABC Construction"
"Contact Our Construction Team London | ABC Construction"
Mastering Meta Descriptions
Meta descriptions are HTML attributes that summarise a webpage's content. They typically appear under the title tag in SERPs.
Meta descriptions do not directly affect search rankings. However, they are important for attracting clicks from organic search results.
Best Practices for Meta Descriptions
Optimise for length: Keep meta descriptions between 120-155 characters to ensure they display fully in SERPs.
Use compelling language: Highlight your experience, guarantees, or unique services to stand out from other construction companies.
Include target keywords: Naturally incorporate relevant keywords and locations.
Write unique descriptions for each page: Create specific descriptions for different services and projects.
Use a clear call-to-action: Encourage potential clients to take the next step.
Examples of Optimised Meta Descriptions
Service Pages
"Transform your home with our award-winning kitchen extension services in North London. 20 years' experience, free consultation, and full project management. Get your quote today."
Project Gallery
"View our stunning house extension projects across Surrey. From Victorian terraces to modern homes, see how we can add value to your property. Browse our portfolio."
Contact Page
"Looking for a trusted builder in Bristol? Get a free, no-obligation quote for your construction project. Fully insured, 25 years' experience, and excellent reviews."
Common Meta Tag Mistakes in Construction Websites
When reviewing construction websites, I often see these common mistakes:
Using Generic Descriptions
Poor example: "Building services in London. Contact us today."
Better approach: "Specialist loft conversion builders in North London. Fixed prices, 10-year guarantee, and full planning support. Request your free design consultation."
Including Outdated Information
Poor example: "Kitchen extensions from £30,000"
Better approach: "Award-winning kitchen extension specialists. Free design consultation. View our recent projects and get a personalised quote."
Missing Local Focus
Poor example: "Professional building services"
Better approach: "Trusted local builders in Reading. From extensions to renovations, serving Berkshire for 15 years. View our 5-star reviews."
Measuring the Impact of Title Tags and Meta Descriptions
Monitoring the following metrics will help you gauge the effectiveness of your title tags and meta descriptions.
Click-through rate (CTR)
Track how many people click on your listing in search results. For construction businesses, good CTRs vary by service:
Emergency services (like "emergency builder"): Aim for 8-12% CTR.
Major projects (like "house extensions"): Aim for 4-7% CTR.
General services: Aim for 3-5% CTR.
Bounce rate
Monitor how many visitors leave without exploring your site. High bounce rates might indicate:
Meta tags promising services you don't offer.
Prices or timeframes that don't match expectations.
Service areas not clearly specified.
Seasonal Patterns
Track how different services perform throughout the year:
Spring/Summer: Extension and renovation queries typically increase.
Autumn/Winter: Emergency repairs and maintenance searches often rise.
Use tools like Google Search Console and Google Analytics to track these metrics and identify opportunities for improvement.
Conclusion
Well-crafted meta tags are like having a skilled salesperson representing your construction business in search results. By following these best practices and avoiding common mistakes, you can make your website stand out. This will help you attract more qualified leads.
Remember to keep your meta tags specific to each service, location-focused, and regularly updated. Monitor your performance metrics to understand what works best for your target audience.
Take Action: Conduct a Meta Tag Audit
Set aside two hours this week to review your website's meta tags.
Check Your Service Pages
Does each service have a unique, descriptive title tag?
Are your meta descriptions highlighting key benefits and location?
Example: Change "Building Services London" to "Kitchen Extension Specialists North London | 20 Years' Experience"
Review Your Project Pages
Are your portfolio pages properly tagged for different project types?
Do meta descriptions showcase relevant experience and results?
Example: "View our award-winning kitchen extensions in Surrey. 50+ completed projects, see before & after photos."
Test Your Local Visibility
Are your location and service area clearly mentioned in meta tags?
Consider creating area-specific service pages for better local targeting
Start with your most important service page and apply these changes. Remember, better meta tags lead to better visibility and more qualified leads for your construction business..
Up Next: Harnessing the Power of Backlinks
In our next post, we'll explore another crucial aspect of SEO: backlinks. Find out why high-quality backlinks are important for improving your website's authority and search rankings. Learn effective ways to earn valuable links from trusted sources. Stay tuned for more expert insights to take your SEO game to the next level.
Found This Useful?
I hope you've found this guide to mastering header tags helpful. If you would like to discuss the use of header tags on your website, please email me. You can also connect with me on LinkedIn. If you would like to talk about your construction company's digital marketing strategy, feel free to reach out as well.
About the Author
John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.
In 2016, John transitioned into digital marketing as an it'seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.
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