How to write meta titles & descriptions that boost clicks

If you’re looking to improve your SEO and drive more traffic to your website, there’s one small (but mighty) area that often gets overlooked: meta titles and descriptions.

These short snippets of text are what users see on search engine results pages (SERPs) before they even land on your site - and they’re your first real chance to make an impression.

Done well, a strong meta title and description can increase your click-through rate, help you stand out in crowded search listings, and ultimately bring more of the right people to your site.

We take a look at the ins and outs and break down how to write metadata that works - whether you’re running an Ecommerce store, managing a blog, or offering services online.

What are meta titles and descriptions?

In simple terms, the meta title (or title tag) is the clickable headline that appears in search results. It’s also what shows up in browser tabs and when people share your page on social media. The meta description is the short paragraph below it, offering a brief overview of what the page is about.

These details don’t just help search engines understand your content - they also help people decide whether your page is worth clicking on. If your title and description don’t grab attention or clearly explain what’s on offer, your page could get passed over, even if it ranks well.

Why they matter for SEO

While meta titles are a direct ranking factor in Google’s algorithm, meta descriptions aren’t -but that doesn’t make them any less important. A well-crafted description can significantly improve your click-through rate, and Google often uses engagement signals like CTR to adjust rankings over time.

Writing your own metadata also gives you more control over how your content appears in search results. If you don’t set these manually, Google will pull in text from your page, which may not be relevant or compelling. In some cases, search engines still rewrite your tags, but a well-written title and description are more likely to be used as-is - and perform better.

How to write an effective meta title

Your meta title should be short, clear, and focused on what your page actually delivers. Ideally, it should stay under 60 characters to avoid being cut off in search results. Try to include your target keyword naturally near the beginning, but don’t force it in - readability matters more than keyword density.

Think of it like writing a headline for a newspaper or magazine: it should raise a readers interest, reflect the content, and speak to your audience. Avoid vague labels like “Home” or “Welcome” - be specific about what the user will find if they click.

Here's an example. Instead of:

“Candle | Home”

Try:

“New Vegan Candle | Ethically Made – Free of bee's wax”

This version includes the product type, a selling point (vegan, ethical), and the brand name - communicating value quickly and clearly.

Writing meta descriptions that drive clicks

While the meta title is your hook, the meta description is your pitch. You’ve got around 155–160 characters to convince someone to click through. Focus on what the user will gain from visiting your page, and keep it simple and human. A good description should match the tone of your site and give users a reason to care.

Including a soft call to action (e.g. “Discover”, “Learn”, “Book”, “Explore”) can help drive engagement, as can highlighting any offers, key benefits, or unique features. Just remember: don’t overpromise. If someone clicks through expecting a product review and finds a sales page, they’ll leave—fast.

Here’s a stronger version of a meta description for a product page:

Lightweight, waterproof hiking boots made for all-season comfort. Free UK delivery on every order.

It’s to the point, includes benefits, and finishes with a perk that might nudge someone to act.

Common mistakes to avoid

It’s easy to rush through metadata, especially when dealing with dozens (or hundreds) of pages - but there are a few pitfalls worth avoiding:

• Duplicate titles and descriptions: Each page should have unique metadata that reflects its specific content.

• Keyword stuffing: Jamming in keywords awkwardly can harm both readability and your SEO.

• Too long or too short: Titles that are too long get cut off; ones that are too short often lack context or impact.

• Clickbait copy: Making promises you can’t deliver on will increase your bounce rate and damage trust.

• Leaving metadata blank: If you don’t fill it in, Google will do it for you - and it might not choose the best representation of your page.

Tailoring your metadata to different page types

For Ecommerce pages

Product titles should include the item name, key features or benefits, and ideally a brand name or USP. The description can mention materials, usage, or any key offer (like free delivery or returns).

Example:Title: Men’s Organic Cotton Sweatshirt | Sustainably Made – EarthWear Description: Soft, breathable, and made from 100% organic cotton. Ethically produced and shipped plastic-free.

For blog posts

Meta titles for blogs should be clear, descriptive, and often benefit-led. “How to” posts, listicles, and question-based titles tend to perform well. Descriptions should summarise what the post offers - without giving everything away.

Example:Title: How to Start Trail Running: A Beginner’s Guide

Description: Thinking of giving trail running a go? Discover gear tips, beginner routes, and how to build up safely.

For service-based sites

Here, it’s important to convey trust, location (if relevant), and value. The title should clearly state what you do, and the description can mention your experience, service area, or benefits.

Example:Title: Pet Sitting in Poole | Trusted, Local & Insured – Tappy Paws

Description: Professional pet sitting in Poole and Bournemouth. Reliable, DBS-checked, and loved by local pets and owners.

Be clear

Meta titles and descriptions might feel like a small part of your website - but they can have a big impact. They shape first impressions, influence clicks, and give your site the edge in search results. By spending a little extra time on them - especially for your most valuable pages - you’re setting your content up to be seen, clicked, and engaged with.

If you’ve not reviewed your metadata in a while, start with a quick audit. Identify pages with high impressions but low clicks in Google Search Console, and consider whether a stronger title or description could make the difference.

And remember: it’s not about being clever - it’s about being clear. Tell people what they’ll get, make it appealing, and let your content do the rest.

Want help writing or refining your metadata? Feel free to get in touch or drop your current copy in the comments - We’d be happy to offer suggestions.

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