(Paid Advertising)

Featured Snippet: Crafting the Most Concise and Cogent Answer Online

Ryan Chute
Ryan Chute
May 26, 2022
Featured Snippet: Crafting the Most Concise and Cogent Answer Online

Your potential customer has a leaky faucet. And, like any modern human being with an internet connection, they type "How to fix a leaky faucet" into Google's search bar. Six-tenths of a second later, in a highly visible block at the top of the Search Engine Results Page, they read a section of your blog post on quick DIY home maintenance hacks. Attached, is a hyperlink to your website. And as quick as that, you've got their attention. This is what we call a featured snippet. You didn't have to pay anything for Google to recommend your website. You earned it by crafting the most concise, cogent answer to a commonly asked question. Google rewards writers that create concise content — wordsmiths that get straight to the point. When you can get on Google's featured snippet in your business category, it tells the world that YOU are the expert of experts, which is the goal of every business that has a digital marketing strategy. So, how can your business get on Google's featured snippet? In this article, we'll show you how to do a snippet, the four types of Google snippet tools available, and why it matters for your business.

Featured Snippet Definition

Featured Snippet Definition

A featured snippet, meaning a search result that features a snippet of information directly from a website, is one way Google surface results from webpages they consider to be most relevant to a user's search. When a featured snippet appears, it is typically accompanied by an image and the page title. These snippets are generated by algorithms that analyze a variety of factors, including the quality and relevance of the content, to determine which results are most likely to be clicked on by users. Featured snippets may be drawn from the content of the page itself, or they may be pulled from an external source, such as a Knowledge Graph or an answer box. It is meant to give users a quick answer to their query without having to click through to a website. They are often accompanied by images and other rich media, which can help them stand out on the SERP. They can also be used to drive traffic to websites by enticing users to click on the snippet to learn more. At Wizard of Ads®, we believe that featured snippets play an important role in showcasing your brand to your target audience. Book a call with us today to see how we can help you create clear, concise, and persuasive content that'll help you win featured snippet real estate.

4 Main Types of Featured Snippets

Four main types of featured snippets can appear in search results: lists, tables, paragraphs, and videos. All are very beneficial in their own way and can help you earn a higher click-through rate (CTR).

Definition Box

The first type of featured snippet is the definition box. This appears when someone searches for the definition of a word or phrase. The box includes the definition from a reputable source, along with a link to the full definition on the source's website. To get your content in the definition box, make sure to include definitions of relevant terms on your website. You can also try to be the source for common questions about your topic area. For example, if you run an HVAC blog, you could aim to be the source for definitions of terms like "air conditioner," "furnace," and "heat pump." Doing so could help you earn a featured snippet for those terms.


Featured snippets can also be in the form of a table. This type of snippet occurs when someone asks a question that can be answered using data from a table, such as "What are the highest-rated plumbing companies in my area?" or "What are the most reliable A/C unit brands". The answer to these questions would be displayed in a table format, with the relevant data pulled from your website. These types of snippets are becoming increasingly popular, as they provide searchers with a quick and easy way to find the information they need. If you have a website that contains data in the form of a table, you may want to consider optimizing your site for this type of snippet. Here are some things you can do to increase the chances of your site being featured in a table snippet:

  • Make sure that your tables are well-organized and easy to understand.
  • Use clear and concise headers that accurately describe the data contained within each column.
  • Use keyword-rich titles and descriptions to help Google understand what your table is about.

By following these tips, you can help your site be featured more prominently in table snippet results, making it easier for users to find the information they need.

Ordered List

Ordered List

Similar to a table snippet, an ordered list featured snippet displays a numbered list of information in response to a user's search query. However, while table snippets feature tabular data, ordered lists feature snippet results from a ranked list. An ordered list of featured snippets can be generated from a variety of content types, including articles, SEO, and even website content. In some cases, an ordered list snippet may be generated from a query that simply asks for a list of items. For example, a user searching for "What are the top 5 most common HVAC problems" may be presented with an ordered list snippet that ranks the most common to the least common HVAC problems:

  1. Thermostat problems
  2. Refrigerant leaks
  3. Dirty coils
  4. Clogged drains
  5. Fan issues

You have the best chance to appear on an ordered list snippet when your content includes lists that are clear, concise, and provide useful information to your target audience. Lists that are too long, ramble, and don't answer common customer questions are much less likely to be featured. Remember to focus on delivering value to the user first and foremost — if your content is helpful and well-written, you're more likely to be featured in a snippet.

Unordered List

Unlike an ordered list featured snippet, an unordered list is, as the name suggests, not presented in any particular order. This type of featured snippet is more suitable for presenting a list of items that are not related to each other, or where the order is not important. For example, a list of remodeling ideas for a home or a list of creative DIY design projects that can be completed over the weekend is both examples of unordered list featured snippets. Some tips for creating an effective unordered list featured snippet include:

  • Start with a catchy title that clearly states what the list is about.
  • Make sure each item on the list is clear and concise.
  • Use bullet points to make the list easy to read.
  • Use images, if possible, to get Google features photos.
  • Use keyword-rich titles for each item on the list.

When you follow these guidelines, you have a much greater chance of your list becoming a featured snippet on Google. This in turn can lead to more website traffic and potential customers for your business.

Google is Rewarding Writers of Concise Content, Wordsmiths Who Get to the Point

As we've mentioned earlier. Google rewards featured snippets to those who get to the point. So, if you have a wordsmith who can express themselves concisely, you're in luck! Google will now be giving you a little something extra for your efforts. However, not every company has attained a talented wordsmith. Here are some essential guidelines you can follow to make your content more concise:

  • Keep your sentences short and sweet: A good rule of thumb is to keep your sentences under 20 words. You want to make sure your message is clear and concise, without being too wordy.
  • Get to the point quickly: In the age of information overload, your readers don’t have time to wade through a lot of fluff to get to the meat of your article. Get to the point quickly so they can decide if your content is worth their time.
  • Use everyday language that everyone can understand: You don’t need to use big words or fancy language to get your point across. Keep it simple so your readers can easily follow along.
  • Be clear and concise: This goes hand-in-hand with keeping your sentences short. Make sure your message is clear and to the point so your readers don’t get lost in the weeds.
  • Edit, edit, edit: Once you’ve written your piece, go back through and edit it for conciseness. Cut out any unnecessary words or sentences that don’t add to the overall message.

Following these guidelines will help you create content that is more likely to be rewarded by Google. So whether you’re writing for your blog, website, or social media, keep these tips in mind to produce high-quality, rewarding content.

Does Your Business Interest You Can You Summarize Big Ideas in a Few Words

Does Your Business Interest You? Can You Summarize Big Ideas in a Few Words?

With all this talk about featured snippets, it can make you wonder if you can even summarize your big ideas in a few words. The answer is, of course! The best way to get here is by first making your brand content into something that is interesting to YOU. When it's interesting to you, it's authentic to your voice as a business. And when your brand's messaging is authentic, your target audience will be able to tell, and they'll be all the more likely to engage. At Wizard of Ads®, we help businesses in the residential home service industry build their brands — from crafting a remarkable brand image, to teaching them how to show up on Google searches. Our focus is on helping these businesses create interesting content that authentically speaks to their target audiences. We do this by working with you to get to the heart of what YOU are passionate about, and then we craft persuasive messaging around that. Ready to get started? Book a call with us today!

(Google Ads)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Contractors work with?

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

How does the Wizard of Ads® for Contractors charge?

Traditional marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Contractors as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for Residential Home Services.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Contractors pricing model is based solely on the topline revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Contractors?

There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Contractors between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Contractors. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Contractors, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Contractors, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

The Wizard of Ads® for Contractors Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., HVAC, Plumbing, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Contractors can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Contractors owns your copyright for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Contractors hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Contractors tracks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most contractors do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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