How to Write a Meta Description: 7 Simple Rules + Examples

Your meta description is the short summary under your title in search results. It will not make you rank higher on its own, but it decides whether a searcher clicks you or the result above. This guide shows how to write a meta description in seven simple rules, with examples you can copy.

If you are not sure which of your pages are missing one, a website grader lists every page with a missing or poor description.

What a meta description is

It is a line of HTML in the head of a page that gives search engines a summary. Google often displays it under your title, though it may rewrite it to better match the search. Google's guide to snippets and meta descriptions explains when it uses yours.

Rule 1: Keep it around 120 to 160 characters

Longer descriptions get cut off. Aim for roughly 120 to 160 characters and put the most important words first, in case it is shortened on a phone.

Rule 2: Say what the page offers

Describe the page honestly and specifically. A searcher should know what they will get before they click.

Rule 3: Use the main phrase naturally

Include the phrase people searched for, once, in natural language. Search engines bold matching words, which helps your result stand out. Do not repeat it or stuff in lists of keywords.

Rule 4: Make it unique on every page

Duplicate descriptions waste the chance to describe each page. Write a different one for each important page, starting with your home page and your main services.

Rule 5: Add a reason to click

A clear benefit, a proof point or a call to action gives people a reason: "Free scan in 15 seconds", "Same-day repairs in George Town", "Get a quote today".

Rule 6: Match the page

If the description promises something the page does not deliver, visitors leave quickly and Google may stop using your description. Be accurate.

Rule 7: Do not leave it to chance

If you do not write one, search engines pick text from the page, which is often awkward. Writing your own gives you control.

How to write a meta description: examples

Weak: "Welcome to our website. We are a company that offers many services. Contact us for more information."

Better: "Same-day plumber in Grand Cayman: leaks, blocked drains and water heaters fixed by licensed engineers. Call now for a free quote."

Weak (stuffed): "Plumber, plumbing, best plumber, cheap plumber, plumbing Cayman, emergency plumber."

Better: "Need an emergency plumber in Cayman? We answer calls 24 hours a day and arrive within the hour, with upfront prices."

How to add one

Most platforms have a field. In WordPress with an SEO plugin, Wix, Squarespace and Shopify it sits in the page's SEO settings. The full report shows exactly where to click for your platform.

Where it fits in the bigger picture

Titles and descriptions are the quickest SEO wins, as covered in how to improve website SEO and the website audit checklist. Learn how to write a meta description once, and every new page gets better results from day one.

How to write a meta description for different page types

Home page. State who you are, what you do and where, with a reason to choose you. "Family-run bakery in George Town: fresh bread, custom cakes and same-day orders. See the menu and order online."

Service page. Name the service, the benefit and the next step. "Boiler repair in Grand Cayman: fast diagnosis, upfront prices and a 12-month guarantee. Book a visit today."

Blog post. Promise the answer. "Learn how to improve website speed with nine fixes, starting with the ones that cost nothing."

Product page. Include the product, the key feature and the price or offer.

Meta description mistakes to avoid

• Copying the first paragraph of the page without checking that it reads well as a summary.
• Using the same text on many pages.
• Leaving it blank on important pages.
• Writing in capitals or adding emoji and symbols.
• Making claims the page does not support.

Does a meta description affect rankings?

Google has said descriptions are not a ranking factor, but they shape whether a searcher clicks, and clicks and satisfaction matter for your results. Treat the description as advertising copy for your page. Learning how to write a meta description well is one of the cheapest ways to get more visitors from the rankings you already have.

Why Google sometimes rewrites yours

Google may show a different snippet when it thinks another part of the page better matches the search. You cannot control this fully. Writing a clear, accurate description that reflects the page still gives Google a good option, and it is used often enough to be worth the effort.

A quick process you can reuse

1. Write down the one sentence that answers "why should I click?".
2. Add the main phrase near the start.
3. Trim to about 150 characters.
4. Read it aloud. If it sounds like an advert for a real thing, keep it.

Once you know how to write a meta description, apply it to your most important pages first and check them with the website grader. It sits beside the other quick wins in how to improve website SEO.

Check your own pages now with the free website grader and fix the missing ones first.