Write Better Meta Descriptions to Get More Website Visits

You might already show up in Google, but still not get as many clicks as you should. Meta descriptions don’t directly affect rankings, but they can influence whether someone chooses your result over a competitor.

Some people say they’re a waste of time because Google often rewrites them. That does happen. But a well-written description that matches what someone is searching for has a better chance of being used, and it can make your result look clearer and more relevant.

What are Meta Descriptions?

A meta description is the short text summary that appears under your page title in Google search results. It’s there to help the searcher understand what the page is about before they click.

Why are Meta Descriptions Important?

Meta descriptions are important because they can help you win the click when several similar businesses appear on the same results page.

They help you:

• Make your service or products sound clear and relevant 
• Show useful detail that builds confidence 
• Encourage the next step, like calling, booking, requesting a quote, or visiting.

How to Write a Good Meta Description?

1. Length: Aim for under 155 to 160 characters as a guideline, and front-load the key message so it shows clearly on mobile and desktop.

Use a free SERP preview tool such as Spotibo, Mangools, or Sistrix to check how it displays. 

2. Match search intent: Summarise the page in a way that answers what the searcher is trying to do, for example, find a service or a shop, compare options, or get a quick answer. 

3. Write for people: Avoid keyword stuffing. Include your main keyword or a synonym naturally, but focus on clear, persuasive language. 

4. Keep it unique: Every important page should have a unique description that reflects its content. Don’t repeat the SEO title word-for-word within it.

5. Be compelling: Use action-led language and include something useful. Highlight benefits, outcomes, location, service area, or what happens next. 

6. When to start with a question: If your page answers a common query, opening with the question can work well. For example: “Need an emergency plumber in Norwich? Callouts available. Clear pricing and fast response.” 

7. Meta description vs Open Graph (OG) description 

• Meta description: what can show in Google search results 
• Open Graph description: what can show when your page is shared on social media 

Some website platforms fill both from the same field. Where possible, set them separately.

8. When to leave the meta description blank: Sometimes it can be better to let Google generate descriptions dynamically, for example: 

• Large websites with thousands of pages 
• Pages with auto-generated or frequently changing content 
• Very long-tail or low-priority pages 
• When a poor-quality description could do more harm than good

Good Meta Description Examples?

Service business: Plumber in Norwich. Fast leak and blockage repairs with clear pricing. Call now or request a quote.

Professional services: Family lawyer in Norwich. Advice on divorce and child arrangements. Book a consultation and understand your next steps.

Hospitality: Hotel in Norwich near the city centre. See room options, check availability, and book direct online.

Shop: Health food shop in Norwich. Vitamins, supplements and natural skincare, plus friendly advice in store. Visit us today or check opening times online.

Simple Checks You Can Do

Pick a few key pages, such as your homepage, main services, and contact page, and ask:

• Does the description clearly say what the page is about 
• Does it include a service and location where relevant 
• Would your ideal customer recognise this is for them 
• Does it give a reason to click, not just a label 
• Are any other pages using the same description 

If you want to go a step further:

• Search for your main services in Google and compare what competitors are showing 
• Use a SERP preview tool such as Spotibo to check how it looks on mobile and desktop

Need a Hand?

At ATK Digital Marketing, we review and improve meta descriptions as part of our full local SEO packages, audits, and on-page optimisation. This means more of the right people find your business and choose to click through to your website.

If you would like support reviewing your own site or are not sure where to start, contact us, and we’ll be happy to talk through your options.