When it comes to on-page SEO, meta descriptions don't directly influence search engine rankings. But that doesn't make them any less important. Meta descriptions serve a critical purpose - they summarize page content in search results, providing the crucial selling point that convinces searchers to click through. For web designers and SEO consultants like myself, crafting compelling meta descriptions that speak directly to the intended audience is an essential piece of any website optimization strategy.
In this complete guide, I'll cover everything you need to know to create meta descriptions that boost click-through rates (CTRs) and conversions. You'll learn meta description best practices, examples of effective descriptions, and step-by-step instructions for optimizing the meta description for every important page on your website.
The meta description is an HTML attribute that summarizes a web page's content in 150-160 characters - the snippet you see under the blue clickable title in search engine results pages (SERPs).
Although meta descriptions don't directly factor into search rankings, they serve an important secondary purpose:
In other words, compelling meta descriptions boost CTRs by "selling" your page to searchers scanning the SERPs. And higher CTRs can improve search rankings over time.
Follow these meta description optimization best practices for every page on your website:
Generic, duplicated meta descriptions only confuse searchers. Treat each page as unique by crafting a distinct description tailored to the specific content on that page.
Work your target keywords into the meta description seamlessly so it reads naturally. Don't overstuff or force keywords - write for humans, not search engines.
Use persuasive language that highlights the page's value and convinces searchers your content directly answers their query.
Use a bulleted or numbered list to highlight tangible user benefits - this skimmable format captures attention.
Stick tightly to summarizing the content on that specific page rather than describing general website or business info.
Ideally aim for 150-160 characters so the entire description shows without getting cut off in SERPs.
Let's look at an example of an effective meta description for a fictional web design services page:
Looking for a web design agency that gets results? We offer custom web design, SEO optimization & digital marketing to maximize traffic, leads & sales for small businesses in Nashville, TN. Schedule a free strategy session!
This meta description:
As a result, this description is likely to hook relevant searchers and motivate them to click through to the site.
Now compare that to this mediocre meta description for the same page:
Web design services. We build websites for small businesses. Contact us today.
This weak description fails to describe unique page content, highlight tangible benefits or use persuasive language. As a result, it does little to entice clicks from targeted searchers.
Follow this step-by-step process to optimize meta descriptions across your website:
Make a list of your most important pages that need optimized meta descriptions - at minimum:
Use keyword research tools to find keywords and phrases aligned with each page's focus. Tools like Ahrefs, Moz, and SEMrush are a good place to start.
See what competitors rank for your target keywords, then check if their meta descriptions are effective. If competitors are already ranking but their meta descriptions are weak, that's a prime opportunity to overtake them with compelling descriptions optimized for those terms.
Each page serves a unique purpose, so always craft the meta description around that specific goal:
Work your primary keywords and key phrases into the description smoothly, without over-optimizing. The description should sound natural, not like keyword stuffing.
Stick to 150-160 characters including spaces so descriptions aren't truncated in SERPs. Use clear, concise language that packs a punch.
Write compelling copy using psychological triggers that convince searchers your content is the solution to their problem or question.
Try several variations to see which generates the most clicks. Use Google Search Console or preview tools to compare CTRs between descriptions.
For websites built in Webflow, here are the steps to add and edit meta descriptions:
To optimize dynamically generated description tags in Webflow:
This allows you to have unique, customizable meta descriptions across all page types.
Optimized meta descriptions may only take up a small snippet of real estate in search results. But their impact should not be underestimated. Compelling descriptions play a crucial role in:
By taking the time to carefully craft unique meta descriptions tailored to each page, you can create powerful selling points that boost engagement from search.
A final tip - don't rely solely on meta descriptions to increase CTRs. Double down on on-page optimization by crafting persuasive page titles and headings (H1, H2 tags) to really drive home the page's focus, value and purpose to visitors.
Now you have all the information needed to create killer meta descriptions. Applying these best practices will transform your static SERP snippets into dynamic sales copy that gets clicks.
For hands-on help optimizing your current website or building a high-converting site from scratch, get in touch - I'd love to meet with you for a free digital strategy session.
Copyright © Zach Sean Web Design
