How to Write Meta Descriptions That Get Clicks (With Examples)

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A meta description is the snippet of text that appears below your page title in Google search results. Google doesn't always use yours -- sometimes it generates its own from your page content. But when it does use yours, a well-written description can significantly increase your click-through rate.

What Makes a Good Meta Description

The Rules

Length: 120-160 characters (Google cuts off anything longer)

Unique: Every page needs its own description (no duplicates)

Specific: Describe what's actually on the page

Compelling: Give people a reason to click

Include a CTA: Tell them what to do ("Book today", "Learn more", "Get a quote")

Include your target keyword naturally (Google bolds matching keywords)

What NOT to Do

Don't stuff keywords: "plumber plumbing plumb plumbers plumbing services"

Don't be vague: "We offer a range of services to meet your needs"

Don't lie: Don't describe something that isn't on the page

Don't use the same one for every page

Don't leave it blank (Google will generate one, but it might not be ideal)

Examples by Business Type

Local Service Business

Bad: "Smith's Plumbing offers plumbing services in Leeds." Good: "Emergency and general plumbing in Leeds. Same-day callouts, no call-out charge. GDC registered, 4.8 stars from 120 reviews. Call now."

Why it's better: Specific, includes USPs (same-day, no call-out charge), social proof (reviews), CTA (call now).

E-commerce Product Page

Bad: "Buy running shoes online." Good: "Waterproof trail running shoes from GBP 65. Free UK delivery, 30-day returns. Available in sizes 6-13. Shop now."

Why it's better: Specific product, price, benefits (free delivery, returns), sizes, CTA.

Blog Post

Bad: "In this article we discuss SEO for small businesses." Good: "The 5 SEO fixes that 80% of small businesses are missing. Takes less than a day. No developer needed. Read the checklist."

Why it's better: Specific promise, curiosity hook, addresses objection (no developer), CTA.

Restaurant

Bad: "Italian restaurant in Sheffield." Good: "Authentic Italian dining in Sheffield city centre. Wood-fired pizza, fresh pasta, weekend brunch. Book your table online."

Why it's better: Specific cuisine, location, key offerings, CTA.

Professional Service

Bad: "ABC Accounting provides accounting services." Good: "ACCA-qualified accountants in Leeds. Self-assessment, company accounts, payroll. Fixed fees, no surprises. Free initial consultation."

Why it's better: Qualifications (trust), services listed, pricing transparency, CTA.

The Meta Description Formula

[What you offer] + [Key benefit or USP] + [Social proof if space allows] + [CTA]

Examples:

"Professional SEO audit report. Powered by Google Lighthouse. From GBP 29. Get yours in 5 minutes."

"Baby swimming lessons in Leeds. Warm pools, qualified teachers. 4.8 stars from 200 reviews. Book a taster session."

"Emergency garage door repair. Same-day service across Yorkshire. Call now for a free quote."

How to Check Your Existing Meta Descriptions

1. Google yourself: Search for your business and read the descriptions Google shows 2. View page source: Right-click > View Source > search for `WordPress: Check Yoast or Rank Math settings for each page 4. Run an audit: Our tool checks meta descriptions across all your pages automatically

We Check This

Our on-page SEO section evaluates every page we crawl for title tags and meta descriptions. We flag missing descriptions, duplicates, and descriptions that are too short or too long. Each one is an opportunity to improve your click-through rate from search results.

*Check your meta descriptions and everything else. [Get your SEO audit](https://seorankmasters.com) -- from GBP 29.*