The Secret to Writing Meta Descriptions That Drive Clicks

A weak meta description can cost you clicks. Here’s how to write ones that earn them.

Author

Adam Goetz
August 12, 2025 • Reading Time: 3 minutes

Meta descriptions are an extremely easy-to-overlook part of a website.

They don’t directly impact your rankings, but they have a huge effect on whether people actually click on your pages in search results.

If your descriptions are vague, too long, or don’t offer a reason to click, you’re losing traffic without even realizing it.

How to Write SEO-Friendly Meta Descriptions

A great meta description acts as your page’s elevator pitch. It tells searchers exactly what they’ll get if they click, and it does it in just a couple of sentences. Here’s how to make them work harder for you:

  • Stick to the character limits: Aim for 150–160 characters. If it is any longer, Google may cut it off mid-sentence.

  • Add a value hook or CTA: Make it clear what the user gets and encourage them to take action. “Learn how to…” or “Discover the best…” can make a big difference.

  • Include a primary keyword naturally: Work your main keyword into the description in a way that reads naturally. It helps reinforce relevance to the searcher’s query without feeling stuffed.

  • Match the page intent: The description should align with the content. Misleading copy can increase bounce rates, which doesn't help your ranking.

  • Format for easy scanning: Use clear, natural language. Avoid keyword stuffing or jargon. Focus on readability and clarity.

  • Know where to update them:

    • In WordPress: Most SEO plugins (like Yoast or Rank Math) have a meta description field under each page/post.

    • In Shopify: Edit the “Search engine listing preview” at the bottom of each product or page.

🚀 Actionable Tip

Pick your three most important pages (like your homepage, top product page, or main service page) and review their meta descriptions. Rewrite them to be within 150–160 characters, include a clear value hook and a naturally placed keyword, and match the page’s content. Once updated, track their click-through rates in Google Search Console over the next month.

Why This Matters

A small tweak to your meta descriptions can mean a big jump in traffic—without changing a single thing on the page.

  • Higher CTR: A compelling description makes your link stand out against competitors.

  • Better user trust: Clear, relevant descriptions signal quality and reliability.

  • Attract the right customers: The right hook can bring in visitors who are genuinely interested and more likely to engage once they land on your site.