13 Effective Ways To Create A Great Meta Description

You need a high and constant flow of traffic to your website, but you are not at the top of the search results? It may seem that without it you won't be able to bring high traffic to your website ... But reaching TOP5 in Google is not the only way to significantly increase the number of visits to your website. There are other ways too. In addition to high positioning, the optimization of the meta tags: title, and description is extremely effective.   


It is thanks to the meta description that the user finds out if your website meets his needs. And - does it contain valuable content for them! Therefore, you cannot underestimate the impact of the meta description on your audience. Learn 13 practical tips that will help you create a unique description and stand out from the competition!

Tips to grab the attention of each recipient

1. Don’t exceed the character limits

The meta-content of the description shouldn't exceed 155-160 characters including spaces. Of course, you can exceed this limit, but if you do, your meta description will not be displayed to the user fully. So it will look unprofessional and convey only a part of what it could. For this reason, it isn't worth risking a longer description and better to stick to a limit of 160 (or even 155, as recommended by SEO specialists) characters.

2. Speak directly to the recipient

Don't use polite expressions such as "Mrs", "Mr". Speak directly to the recipient and don't use a passive form. Motivate him to act and convince him that your website has exactly what it needs. Be self-confident, but also show the recipient that you understand him and want to help. Issue a specific command, instead of - "Try to stay within the character limit", use - "Don't exceed the character limit". This will make your content easier for the recipient to remember, and you will also have a better chance that he or she will follow what you wrote.

3. Adapt the meta description to the topic of your content

The meta description must accurately convey what the page is showing and why the user should visit it. Don't just focus on keywords or marketing messages. Pay attention to the best presentation of the page content itself. Only then does it make sense to create a meta description.

4. Write concisely and to the point

Remember that the meta description has to be short, concise, and reflect (or summarize) the content of the page to which it relates. The meta description should be consistent with the general content and nature of the page. Adequate context is the key to your success.

5. Focus on the message

An effective meta description should build a simple message in the user's mind: "This is the page I am looking for!". It should also have an informative value, so be sure to not distort reality. It's best if you clearly define what is on your site. If this is what the user is looking for, he/she will click on the link without hesitation.

6. Use keywords

The words entered in the search engine, which at the same time appear in the meta description of the page, are automatically bold. Why is it important? More bold words will surely get the recipient's attention! However, the whole thing must look natural. Don't let keyword stuffing happen! A random blend of words will never be attractive to either the user or the search engine. Such an action may have the opposite effect to what you expect - a significant decrease in the position of your website due to penalties imposed by search engines.

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7. Make sure the meta description is unique

Also, make sure that each subpage has a different meta description. Search engines don't like duplicate, repetitive content. It may result in content cannibalization (a situation when your subpages compete with each other in the search results for one keyword). Therefore, the content of each subpage should be defined with a unique and valuable description.

8. Use Call-To-Action

Try to be creative when making your meta description. After all, your description should stand out from the rest and attract the user to enter the page, and take actions that are important to you. So try to engage the user. To do this, use words that will speak to his imagination and trigger him to act. Examples of call-to-action: "Find out", "Check now", "Get to know us". 

9. Update information

As with all content on your site, the meta description should also be updated from time to time. So you don't have to limit yourself to a general description that summarizes your services. An interesting idea is to include information about the current offer or promotion. This will surely interest your audience! 

10. Include relevant information 

The meta description doesn't have to be a typical general sentence at all. It's a good place to include and organize important information for your audience. Therefore, nothing prevents you from including contact details, such as an address, telephone number, or the author's name (in the case of a blog). 

11. Take inspiration from others

See how your competitors are writing meta descriptions and follow the example of the most effective solutions. Read and analyze meta descriptions of others for inspiration. Thanks to this, you will see what works best for users and what the current trends are.

12. Make your meta description stand out

Use emoticons to make your site stand out. Such a procedure will definitely make you stand out from the competition, and at the same time will affect the friendly reception of your website. Of course, remember not to overdo it with the number of emoticons. Their purpose is only to emphasize the message. Too much can backfire and distort the message. Also, be sure to only use them if they fit your style of communication.

13. Use the marketing potential of the meta descriptions

A meta description is an excellent advertising tool. To create a meta description that will appeal to the recipient and induce them to visit your website, you need to put yourself in the user's shoes. The potential recipient must be sure that they are dealing with a credible website and that will allow them to obtain certain information. Always be careful not to advertise too intrusively as this may discourage users. A good meta description arouses the user's curiosity and ensures that after entering the website he will find a satisfactory answer.

How to put a meta description?

You can publish a meta description in two ways:

1.) Manual

In this solution, you add a meta description directly in the page code. All you have to do is select the page you want to edit and add to its code the <head> header. You can see an example below:

2.) Through the SEO section

If you publish your content through, for example, a website builder or CMS system, in most cases you will come across entire SEO sections with ready-to-fill sections (without the need to interfere with the website code). At BOWWE, you can complete this section in a very simple and intuitive way.


All you have to do is enter the website settings. 

Then go to the "Advanced SEO" section.

At this point, all you have to do is put text in the meta description place and save the changes. 

Meta description - summary

A meta description is a great marketing tool encouraging users to visit your website. It's worth taking advantage of this and spending time creating a meta description that will not only accurately summarize the content of your website, but also help you promote it. 

Perfect meta description in just a few steps? 

Get a PDF with step-by-step instructions!

Download the manual!

Karol Andruszków

Karol is a serial entrepreneur and founder of 3 startups, as part of which he has advised several hundred companies. He was also responsible for projects of the largest financial institutions in Europe, worth over EUR 50 million. He has two master's degrees, one in computer science and the other in management, obtained during his studies in Poland and Portugal. He gained experience in Silicon Valley and while running companies in many countries, including Poland, Portugal, the United States, and Great Britain. For over ten years, he has been helping startups, financial institutions,  small and medium-sized enterprises to improve their functioning through digitization. 

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