How to write meta descriptions

Did you know there are over a billion websites on the internet today? With such an overload of information, it’s easier than ever to get lost amongst the masses, and getting your site noticed can feel like an impossible task.

This is why it’s now vital to use all the tools at your disposal to make your website stand out, and getting the most out of your meta descriptions is a really underrated way of giving your site an SEO boost.

In case you weren’t up to speed, meta descriptions are concise snippets of text that provide a brief summary of a web page’s content – in Google search results, it’s the small grey text that appears below the blue main page title headings. Updated in the backend of a website, they’re a secret weapon for boosting user engagement by influencing click-through rates in search engine results.

But these bite-sized snippets beneath your page title aren’t just about summarising content; they’re an art form centred around enticing users to click through and explore what your page has to offer.

In this blog, we explore how to create compelling meta descriptions and offer a few top tips that can significantly boost your click-through rates.

Know your audience

First things first, let’s talk about your audience. Who are they, and what makes them tick? Consider their needs, preferences, and pain points. What are they searching for, and how can your content provide value to them? Then, tailor your meta descriptions to resonate with your audience’s interests, using language that speaks directly to them. Remember, it’s about making a connection, and first impressions are crucial.

Make it short and sweet

With so many sites competing for our time, making an impact quickly is key. Google only gives us around 160 characters to play with, so recognise the value of brevity and craft concise and impactful descriptions that convey the essence of your content in one or two sentences at most.

Use keywords – but don’t overdo it

While stuffing keywords may have been a common practice in the past, search engines can now spot this from a mile away and instead choose to prioritise natural and relevant language. So, include your target keywords, but ensure that they don’t interfere with the natural flow of your description. This not only keeps the search engines happy but also informs users that your content is exactly what they’ve been searching for.

Flaunt your uniqueness

While all the above points are important, don’t bury the lead! What sets your content apart from the competition? Identify your unique selling points, and don’t forget to shout about them in your descriptions. Whether it’s exclusive insights, expert perspectives, or a distinctive approach, let your uniqueness shine and show off what makes your content a must-click.

Add a dash of urgency

Why not spice things up a bit by creating a sense of urgency in your descriptions? Use action-oriented language to prompt users to take the next step, like clicking to learn more, discovering a solution, or making a purchase. Phrases like “limited time,” “exclusive,” or “act now” convey a time-sensitive opportunity – FOMO is a great motivator! However, it’s important to use this technique sparingly or it may make your site feel inauthentic.

Keep it real

With bots, scams and spam more common than ever, honesty is the best policy. Misleading meta descriptions can lead to high bounce rates and damage your website’s credibility, so being upfront and transparent about what users can expect to find on your page is the key to building a loyal following.

In short

It’s a jungle out there but mastering how to write meta descriptions can help you carve a path through to the users you want to reach. Get your meta descriptions right, and you’ll not only boost your search engine visibility but also get the right people clicking on your site. Keep it short, use natural keywords, and highlight your unique selling points, and your page views will be skyrocketing in no time.

If your website or SEO is not where it needs to be, contact us for an initial chat. We specialise in developing B2B and not-for-profit websites – from large, complex sites to landing pages for lead generation and internal intranets.


This latest thinking article was written by:


Jack Lenton
Content Manager