Creating a stunning website is just the beginning of your online journey. To truly stand out in the crowded digital space, each of the pages on your website need effective meta descriptions to be easily found by search engines and appeal to potential visitors.
Explore more about copywriting for websites with our comprehensive Guide To Website Content Preparation. Also check out the webinar we ran on How To Boost Your SEO With Better Website Content.
What Is an Effective Meta Description?
An effective meta description is a brief snippet, typically around 155 characters, that summarises the content of a web page. Crafting it is crucial because search engines display this text in search results beneath the page title, to let potential visitors know what to expect on the page before they click to visit it.
Example of an Effective Meta Description in Search Results:
Why Are Effective Meta Descriptions Important?
- First Impressions Count: Your meta description is often the first interaction a potential visitor has with your site. A well-crafted description can pique interest and drive clicks.
- SEO Benefits: While meta descriptions aren’t a direct ranking factor for search engines, they guide visitors in the choices of pages to visit and therefore help to determine the click-through rates (CTR). A higher CTR signals to search engines such as Google that your page is valuable, which can improve the rankings for that page over time. For more info on improving your site’s CTR, read Google’s guidelines in Google’s own SEO Starter Guide.
- Stand Out from Competitors: An engaging meta description sets your page apart from other pages on other websites, including those of your competitors who may not have optimised their own pages effectively.
Tips for Writing Effective Meta Descriptions
1. Keep It Concise and Clear
Aim for between 50-160 characters. Typically, 120 character meta descriptions display well in search results on mobile devices, and 155 character meta descriptions display well in search results on desktop devices.
It gets more complicated as Google actually uses pixels and not characters to determine what is shown, and different people can use their device or screen settings to change to larger or smaller fonts. This also changes the amount of text that is shown in the search results.
The best advice is to write your meta descriptions carefully to keep them concise and clear. Include the most important content first in the description so this text is likely to be shown even if some later text is truncated (ie cut off). They don’t need to be perfect to start with, as most website content management systems allow for meta descriptions to be easily updated.
Example:
Experience excellence in girls’ education at Evergreen College. Inspiring students from Kindergarten to Year 12.
2. Incorporate Relevant Keywords
Include your main keyword in the meta description. This won’t specifically increase the ranking for this page within Google, but it can help to identify the content of your page. The keyword will usually be in bold text in the search results, making your listing more eye-catching. Even more importantly, people searching for good pages on topics about that keyword will quickly know that your page will probably be relevant to them.
Example:
Here, the phrase ‘private girls’ school in Brisbane’ acts as the main keyword. Including it naturally in the description helps search engines understand the page content while instantly connecting with users searching for that term.
Looking for a private girls’ school in Brisbane? Discover our vibrant community and outstanding academic programmes.
3. Highlight Unique Selling Points (USPs)
Highlight what makes your page unique. Mention special programmes, facilities, or notable achievements to differentiate your content.
Example:
Join the only girls’ school offering the International Baccalaureate in our region. Empowering young women for global success.
4. Use Active Voice and a Compelling Tone
Use action-oriented language to engage readers and prompt them to take action.
Example:
Discover how our innovative STEM programmes inspire girls to lead in science and technology. Visit us today!
Explore more about engaging copywriting in Our Content Preparation Guide.
5. Avoid Duplicate Descriptions
Each page on your site should have a unique meta description that reflects its specific content.
6. Include a Call-to-Action (CTA)
If relevant, prompt users to act with phrases like “Learn more,” “Enrol now,” or “Book a tour.”
Example:
Ready to see the difference? Book a campus tour and experience our community firsthand.
7. Reflect the Content Accurately
Ensure the meta description aligns with the page content. Misleading descriptions may increase bounce rates and harm your school’s credibility.
Common Mistakes to Avoid
- Keyword Stuffing: Overloading your description with multiple repetitive keywords can make it unreadable and deter users.
- Being Vague: Generic descriptions like “Welcome to our school website” will probably not provide much value to people looking in search results and will not entice clicks to your page unless this page is exactly what the person is looking for.
- Ignoring Mobile Users: Keep in mind that mobile search results show fewer characters. Prioritise the most important information at the beginning of your meta description.
The DIY Approach vs. Professional SEO Services
While writing meta descriptions might seem straightforward, crafting ones that effectively drive traffic requires a blend of creativity and SEO knowledge.
- Do It Yourself If:
- You understand your audience and how to communicate with them.
- You’re familiar with basic SEO principles.
- Consider Professional Help If:
- You’re short on time or resources.
- You are not 100% sure of what you are doing.
- You want to implement a comprehensive SEO strategy that goes beyond meta descriptions.
Learn about the benefits of professional SEO in our article on Our SEO Audit Service.
