One of the top SEO problems I see when reviewing apartment websites is that no one takes the time to properly write a meta description for the homepage of their website. 

What is a Meta Description Anyway?  

The meta description is the paragraph of text that appears below the headline in your Google search result. The meta description is essentially a short statement about the website. See below:

In most cases, the meta description is left blank. When that happens, Google will just pull random text from your website and display that as your meta description.

That’s not a good idea, because the description for your website will show as a bunch of broken phrases that don't represent your community from a professional standpoint. For example:

Instead of leaving it up to Google to pull random text from your website, write your own meta description and treat it as a mini sales message that further compels your prospect to take action.  

Why Write Your Meta Description as a Mini Sales Message

• The person searching Google will be enticed to take action and click on your website.
•  Your website will stand out among the other Google-generated meta descriptions.
• Your site will get more traffic, which will move your listing higher in organic rankings.

How to Write Your Meta Description in 5 Simple Steps  

1. Search engines will typically cut your meta description off after 158 characters. So, keep your text less than that. It should be roughly two short sentences.
2. Include your two main keywords in your meta description, plus your community name and specific neighborhood/area.  
3. Call out one to three bestselling features of your property - for example, location, amenities, or floor plans.
4. Have a call to action at the end, such as “Check Us Out" or “Get Started.”
5. Include a benefit word, such as enjoy, relax, or fun to appeal to the searcher. Also, the word, "you" is effective in making the prospect feel like you are just talking to him or her. Read more about other powerful words to use in marketing.  

Check Out These Two Excellent Meta Description Examples  

Enjoy off-campus living at West10 in Tallahassee, FL. Apartments have stunning views, open floor plans, and gourmet kitchens. Check us out!  

Enjoy new apartments at Estancia in La Jolla, CA. Choose 1- or 2-bedroom floor plans with stunning views. Walk to the beach, shops, and dining. Get started.

Wrapping Up

Take a little time to craft a well-written and persuasive meta description for your website, keeping the points above in mind. It's worth it for the purpose of standing out in search results. Make sure your web vendor adds your new meta description to your website when you're ready.