Day 11, 14-day UX Writing Challenge
The Prompt
UX Writing Challenge: Day 11
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 max
Meta Description: 160 characters max
Ideation Process
Today’s user is quite dear to my heart.
Her name is Maxine, and she’s shortsighted (like me). Maxine is an elderly user, and she’s tired of going to the eye care clinic every 30 days for her prescription. She’s now searching for a way to have her contact lenses delivered to her.
Enter SeeClear. SeeClear is a subscription service that would allow Maxine to receive daily contact lenses (they’re 30 in a pack)/ monthly contact lenses every 30 days. That means she would never have to go to the eye care clinic unless its absolutely necessary. A win! Now, how do we use the results of the Google Search to convince Maxine that this is exactly what she needs?
A title and meta description would do.
A title (also known as a title tag or meta title) in this case, is the topic of a webpage, as displayed in search engine results, and also on the browser tab.
According to CoSchedule¹, a strong title should use relevant power words, but should also be interesting. Let’s keep that in mind while we define a meta description.
A meta description² summarises the content of a web page for search engines, and for users.
The title, and the meta description work together to help potential users like Maxine know exactly what a webpage is about. Thus, to convince Maxine to use the SeeClear subscription service, a powerful title and meta description combo is needed.
The proposed text would be as follows:
Title: SeeClear. Contact Lenses Delivered To You Every 30 Days!
This title tells Maxine exactly what to expect. It also reveals what the SeeClear business does; delivering contact lenses to clients on a subscription-based model.
Meta Description: Just give us your prescription! We’ll deliver your lenses monthly for a subscription fee of GHS 450 per month. Subscribe now!
In the meta description, Maxine can find all she needs to decide whether or not the service is worth trying.
The major questions in her mind would be centred around getting the right lenses, and the price. The meta description answers these questions, and ends with a call-to-action inviting Maxine to subscribe today.
You may observe that straightforward language is used both for the title, and the meta description. This s deliberate. SeeClear is intended for people with vision challenges, and for the purposes of accessibility, it is important that the title and meta description are readable by a screen reader, just in case Maxine, or any other potential customer uses one.
Goals
- To promote the SeeClear business
- To encourage Maxine’s use of the SeeClear subscription service
Result
Thank you for coming this far with me! In case you missed it, you can find the previous days here. See you on Day 12, and don’t forget to comment!
[1] CoSchedule. What is a Meta Title? Definition, Resources, and Examples
[2] Wordstream. The Importance of Meta Descriptions for SEO
