How To Write Meta Descriptions That Convert And Boost Your Website's Traffic

Boost Your Website’s Traffic with Conversion-Focused Meta Descriptions

In this article, you’ll learn how to write meta descriptions to boost your SEO search results and increase your organic traffic. 

A meta description is a short snippet of text that appears on search results pages under your website’s URL. It’s what potential customers see when they search for you online, so you must have a compelling meta description. But how do you write one? In this article, I’ll explain exactly how to do it—with examples and tips for ensuring your content looks good and gets the most clicks from local SEO results pages (SERPs) and organic search engines like Google or Bing.

What is a meta description?

What is a meta description?

A meta description is a snippet of text shown in search results below the title of your page. It’s not clickable, and search engines do not index it. But it can boost CTR on your SERPs (search engine results pages) by 50% or more!

Meta descriptions are important because they’re what people read when they see your site in search results. Since most people don’t scroll down far enough to view an entire page, this is their first impression of what kind of content you provide before visiting or clicking through. This means how well-written and optimized your meta descriptions can affect how many visitors visit your site vs. another for the exact keyword phrase.

Why are meta descriptions important?

Meta descriptions are critical in enhancing a website’s visibility and user engagement on search engine result pages (SERPs). These concise summaries provide potential visitors with a brief overview of the content on a specific web page, thus allowing them to make well-informed decisions about whether to click on the link and ultimately increasing a site’s click-through rate (CTR). High CTRs signal to search engines that the content is relevant and valuable, which can result in improved search rankings.

Furthermore, meta descriptions offer webmasters an opportunity to use keywords strategically, capturing the attention of search engines and users alike. The effective use of keywords in meta descriptions can boost the website’s search ranking and organic traffic, making it easier for audiences to find and engage with the desired content. Well-crafted meta descriptions are imperative for optimizing a website’s performance on SERPs, driving user engagement, and fostering overall online visibility.

How to Write a Meta Description that Converts

To write a meta description that converts, you must follow some best practices and avoid common mistakes. Here are some tips on how to write a meta description that converts:

  1. Use Your Target Keyword: Include your target keyword in your meta description without overusing or stuffing it.
  2. Write for Your Audience: Appeal to your audience by addressing their needs, pain points, or interests.
  3. Include a Call-to-Action (CTA): Motivate users with a clear CTA that tells them what they will get by clicking.
  4. Keep it Short and Sweet: Stick within the character limit (around 155 characters) and focus on relevant information.
  5. Test and Optimize: Monitor and optimize your meta descriptions based on metrics like CTR, bounce rate, and conversions.

Meta description examples: Meta description length

Let’s take a closer look at these tips with some examples:

1. Use Your Target Keyword

To improve the visibility of your page in search engine results, include your target keyword in the meta description. However, avoid excessive or unnatural keyword usage. Here’s an example:

Target Keyword: “Best Digital Cameras”

Meta Description: Discover the best digital cameras for capturing stunning photos. Find great deals on top brands and choose the perfect camera for your photography needs.

2. Write for Your Audience

Your meta description should attract search engines and appeal to potential visitors. Address their interests and needs directly. Here’s an example:

Meta Description: Learn how to write compelling meta descriptions that drive more traffic to your website. Increase engagement and boost conversions with our expert tips.

3. Include a Call-to-Action (CTA)

Encourage users to take action by including a clear and enticing call-to-action in your meta description. Here’s an example:

Meta Description: Sign up now for our exclusive webinar on writing irresistible meta descriptions! Don’t miss out on this opportunity to enhance your website’s click-through rate.

How long should a meta description be?

Meta descriptions are the most important element of your website’s search engine results page (SERP) listing. These 160 characters substantially impact whether or not users click on your site, so you must do everything you can to make them compelling and relevant to the user searching for information about what you offer.

Along with using specific keywords in meta descriptions, it’s also essential that they’re long enough to provide sufficient context while still keeping them short enough not to seem spammy or off-putting. To achieve this balance, most experts recommend ensuring each meta description is between 70 and 160 characters long—and many argue that the sweet spot is between 100 and 125 characters.

How to write a good meta description

How to write a good meta description

You can make your meta descriptions more effective by following these rules:

  • Describe the page concisely. Please don’t go into too much detail, but be clear and relevant so that people know what they’re getting when they click through to your site.
  • Know your target audience. Write with them in mind, and always assume that they don’t know anything about you or what you do until it’s explained to them clearly on the landing page itself (which is why we suggest having a blog on every website).
  • Keep your tone friendly and engaging—not overly salesy or pushy! Remember, people, come first! And if someone isn’t interested in what you have to say right now, then this probably isn’t their favorite time of day anyway. So there’s no point in wasting their attention unnecessarily by making them feel like they’re being sold something they don’t want.
  • Limit each meta description to a single idea only. Highlight your value proposition (VP) as quickly as possible (within three sentences) because this is what drives conversions on e-commerce websites like Amazon, even though many consumers might not realize how important it is right away because everything seems “too technical” when looked at superficially.

Meta Descriptions: Importance, Best Practices, and Tools

Explore this comprehensive table better to understand the importance and best practices of meta descriptions. Each row highlights a key aspect, provides a concise analysis, and assigns a rating based on effectiveness.

TitleDescriptionRating (1-5)
What is a Meta Description?Enhances website visibility and user engagement on SERPs. Allows potential visitors to make well-informed decisions about clicking on the link. High CTRs signal to search engines that the content is relevant and valuable, leading to improved search rankings. Offers webmasters an opportunity to use keywords strategically, boosting organic traffic.4
Why are Meta Descriptions Important?The optimal length is typically between 150 and 160 characters, including spaces. Crafting concise and informative meta descriptions within this character limit. Examples of well-crafted meta descriptions of 143 characters or less.5
Meta Description Examples and LengthKeep the description brief and to the point. Use keywords and action words. Make sure the description matches the content of the page. Include a call to action. Use unique meta descriptions for each page.3
How to Write Compelling Meta Descriptions?Grasp the essence of the page’s subject and its purpose. Use actionable language and relevant keywords. Keep descriptions conversational rather than formal. Incorporate persuasive language, address user pain points, and use relevant keywords.4
Benefits of Well-Written Meta DescriptionsIncreased click-through rate (CTR). Improved search engine rankings. Increased organic traffic. Increased user engagement.5
Common Mistakes to AvoidNot writing a meta description at all. Duplicating meta descriptions. Failing to include relevant keywords. Writing descriptions that are too long or too short. Focusing too much on SEO rather than the user.3
Tools to Help with Meta DescriptionsGoogle Search Console. Rank Math. Yoast SEO. Semrush.4
Best Practices for Writing Meta DescriptionsMeta descriptions are essential to website visibility and user engagement on SERPs. The optimal meta description length is typically between 150 and 160 characters, including spaces. Crafting concise and informative meta descriptions with relevant keywords is essential for website performance, driving user engagement, and fostering online visibility.5
Optimizing Meta Descriptions for Voice SearchKeep meta descriptions short and simple. Focus on natural language. Incorporate long-tail keywords. Use conversational language. Include featured snippets.4
SummaryMeta descriptions are an essential element of website visibility and user engagement on SERPs. The optimal meta description length is typically between 150 and 160 characters, including spaces. Crafting concise and informative meta descriptions with relevant keywords is essential for website performance, driving user engagement, and fostering online visibility.5

1. Describe the page concisely.

Tips for crafting effective meta descriptions
  • Initially, it’s crucial to grasp the essence of your page’s subject and its purpose. A clear understanding of this will significantly simplify crafting a compelling description that resonates with readers and effectively communicates the information they can expect on your website.
  • We recommend using actionable language in the meta description because people look for something specific when they come across your site. Using active verbs like “find” or “discover” can help drive home their point even further! And don’t forget to include keywords relevant to what they’re looking for—people may search for different terms than those used in the body copy itself! This is another reason why using long-tail keywords isn’t necessary: if someone searches specifically for “how do I write good meta descriptions,” chances are that word will appear somewhere in their query anyway!
  • The tone should be conversational rather than formal; people want answers from real people who understand how important it is (to them) and can clearly explain how one might do whatever task at hand (in this case, writing good meta descriptions). You might start with, “How would I write better meta descriptions?”

2. Know your target audience.

Identifying your target audience is crucial to crafting a successful meta description.

If you’re uncertain about who your target audience is, an SEO expert can assist you in pinpointing it. However, if you have a basic understanding of the industry or niche your website belongs to and are acquainted with the terminology commonly used by individuals in that niche when discussing their interests and challenges (i.e., keywords), you should be capable of creating an adequate description independently.

You may even find it more straightforward than collaborating with an SEO professional, as it’s easier to envision how the average person would interpret the content on their screen than someone without an extensive digital marketing experience.

3. Keep your tone friendly and engaging.

Maintain a warm and captivating tone in your descriptions, akin to a casual conversation over coffee.

Ensure that the language aligns with the content of your page—avoid using business jargon or excessively technical terms when discussing fitness equipment, for example. 

Lastly, consider the time investment readers are willing to make on your page (and the amount of information they require to arrive at an informed decision) when selecting phrasing like “immediately” versus “in 20 seconds”. Those additional two words may hold more value than you initially anticipated.

4. Limit each meta description to a single idea only.

Meta descriptions play a significant role in assisting users in determining which page to select from search results when they encounter your site.

Crafting clear, concise, and well-written meta descriptions is essential for helping visitors comprehend the nature of your content and sparking their interest to read further.

Overly lengthy or convoluted meta-descriptions can hinder visitors from discerning the relevance or appeal of your content based on their research interests.

5. Highlight your value proposition.

Highlight Your Value Proposition

The value proposition is an essential element of your website’s meta description. It gives visitors a reason to click on your ad or affiliate link, or visit your site in the first place. A good value proposition should be short and sweet; it should state clearly why users should choose a particular product.

For example, if you were selling luxury kitchen appliances, your value proposition might be: “Get a premium kitchen for less! We offer all-inclusive kitchens at up to 70% lower prices than our competitors.” This message highlights the benefits of buying from your company (better quality and lower prices) and clarifies your target customers (luxury homeowners who like saving money).

On other pages where there isn’t room for such an extensive explanation of benefits (like landing pages or ad copy), try using phrases such as “Get this now” or “Download now.

6. Avoid duplicate meta descriptions (at all costs).

Duplicate meta descriptions can lead to a penalty from Google, so avoiding them at all costs is essential.

If you’re worried about duplicate meta descriptions, you can use a tool like Google’s Structured Data Testing Tool to check for duplicates.

If you find that your site has duplicate meta descriptions, update them immediately to ensure they are unique across all pages on your website.

7. Include targeted keywords in your meta description but avoid “keyword stuffing.”

When you write your meta description, it’s important to remember that Google only displays a minimal number of characters in the search results. They only show 156 characters of a meta description (for most search results). Therefore, you should limit yourself to using just one keyword in each meta description.

Writing a good keyword-specific meta description can be hard work, but don’t worry—we have a few tips that will hopefully make things easier for you:

  • Incorporate pertinent keywords associated with your page content and target audience. Avoid overloading with excessive keywords, as this may render your content spammy and diminish its credibility in the eyes of Google algorithm users.

8. Include your full address in the meta description for local SEO results pages (SERPs).

  • Ensure your content uses suitable keywords, keyword variations, and LSI (Latent Semantic Indexing) terms.
  • Craft distinct descriptions for each page on your website while maintaining a level of similarity that ensures a cohesive appearance and user experience.

9. Keep it up-to-date and relevant to the page’s content.

  • It is essential to keep your meta description up to date and relevant to the page’s content.
  • When crafting your meta description, aim for a length of 150-160 characters and avoid including more than three CTAs in a single description. This will help maintain the optimal balance between providing sufficient information and avoiding overwhelming the reader.
  • Additionally, avoid using overly technical jargon or complex terminology that may be difficult for most readers to understand. Keep your language simple and accessible to ensure your content is easily digestible and engaging to a wide audience.

10. Use actionable language to encourage clicks on your website’s search results page (SERP) and conversions.

Actionable language is essential because it lets users know what to do next and where to go. For example, “Learn more” or “Find out how” are two phrases that tell users what they want them to do: learn more and find out how. The same goes when talking about your business; instead of saying something like “We sell stuff,” say “Buy now!”.

Make sure you use actionable language on both ends—on the results page and your website itself.

This is how you write a compelling meta description

This is how you write a compelling meta description

Meta descriptions are crucial to your site’s SEO and user experience. These concise snippets that appear below a page’s URL in search results can significantly enhance traffic, improve conversion rates, and increase search engine rankings.

Fortunately, crafting effective meta descriptions for each page on your website is not a difficult task. By adhering to a few straightforward guidelines, you can ensure that every meta description is both efficient and easy to compose. The primary rule is that each page must have a distinct and unique meta description.

If you don’t give each page its unique meta description when writing them yourself (or hiring someone else to do so), Google might decide that some are duplicates or irrelevant for their particular content types. This could hurt how well those pages show up in SERPs—and potentially lower their CTRs!

Best Practices for Writing Meta Descriptions

To ensure your meta descriptions are effective, consider these best practices:

  1. Keep it concise: Aim for around 155 characters or less.
  2. Avoid fluff words or filler content.
  3. Use descriptive language that accurately represents your page.
  4. Make it relevant to the user’s search query.
  5. Highlight unique selling points or benefits of your page.
  6. Tailor meta descriptions based on the page content.

Highly Engaging Table: Meta Description Length Guidelines

Search EngineMaximum Length
Google155 characters
Bing150 characters
Yahoo165 characters

FAQs about How to Write Meta Descriptions That Convert


In conclusion, we trust that this article has provided valuable insights and practical pointers on crafting compelling meta descriptions that lead to better conversion rates and increased traffic for your website.

Harnessing the power of persuasive and informative meta descriptions is a crucial aspect of effective SEO strategy, which cannot be overlooked in today’s fiercely competitive digital landscape. As you experiment with different approaches and techniques, remember to measure the impact – that data will be invaluable in refining your approach. Of course, we are always eager to learn from the experience and expertise of our readers, so please feel free to share your tips or tricks for optimizing meta descriptions in the comments section.

Let’s continue building and sharing knowledge that enables us to make the most of the online space and create tangible success through our digital endeavors.


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