These meta description examples show you what you need to do to write compelling snippets that land you valuable clicks.
We’ve previously explored how to write good meta descriptions and also how to develop an effective title tag. This time, we’ll examine outstanding examples of meta descriptions that actually work. That is, they grab attention and convince people to click on through to the page.
We’ll take a look at what they’re doing exceptionally well and why they are successful. But first, let’s recap all the important points you need to know about meta descriptions.
What is a meta description?
A meta description:
- is a very short summary of a page’s content;
- appears on a search engine’s results page (SERP);
- comprises a title tag, URL, and the page description itself.
It looks like this:
Why are meta descriptions important?
They’re worth paying attention to for a number of reasons:
1. It’s what gets visitors through the (virtual) door to your website.
Without it, you would have no easy way of comparing one site with another (and therefore which one is most relevant to your search intent) without physically browsing multiple websites.
2. It’s a FREE way to set yourself apart from the competition.
On any given SERP, your link is competing with at least 10 other valid options. But the way you present yourself in the meta description can help you stand out and drive more visitors to your site.
3. You can already set the tone for what visitors can expect.
The meta description is another place where you can show your brand’s unique voice and personality. It also allows you to set the tone for what’s to come inside. You can attract more of the ‘right’ kind of visitors this way—individuals that you’re actually targeting.
In other words, what you write (or what search engines intelligently piece together and present readers) tells searchers what to expect—and consequently if it’s worth visiting that page to begin with.
Should every page have a meta description?
Ideally, yes. At least that’s what Google recommends. But if you’re short on time then focus on your most important pages first. For example: The home page, individual product and service pages, the ‘about’ page, your blog entries, and so on. Then just get back to the rest when you can.
It’s important to note that you shouldn’t approach meta descriptions with a ‘set it and forget it’ attitude. As you’ll see in some of the meta description examples that follow, it pays to keep them updated and applicable to the times.
Meta description examples: Takeaways to help you win more clicks
Before we dive into these useful meta description examples, please note that this post is not an endorsement of any of the products or brands listed on this page.
Example #1: The one that gets everything right
There’s a reason we’re starting with this particular example and that is that they seem to have gotten everything right. Take note of the following:
- The title is straight to the point, functional and SEO-friendly. There’s no confusion about what Downlite specializes in because it tells you exactly what kind of products they offer.
- They are perfectly succinct. The title is concise and that’s followed by a description that uses short sentences. That makes the entire snippet easy to read. Nothing is truncated, so you have an uninterrupted reading experience.
- It’s clear that they know their audience. That’s why their copy taps into the searcher’s aspirations to “enjoy the same luxury bedding at hotels” at home. It’s also why they intentionally mention that the pillows are assembled in the USA. For their customers, quality matters.
- The call to action is witty! They invite you to come and find the bedding of your dreams (hehehe) on their website.
Example #2: The one that speaks to YOU
I had to include this example because it does such a good job of naturally connecting with the reader. Here’s how they do it:
- They address you as “you” and they let you know theirs isn’t a generic product or experience. These shampoos are “personalized” according to your individual hair type and needs.
- Function of Beauty uses the type of language (e.g. “hair goals”) that will resonate with those most likely to invest in this type of product.
- The most important benefits – individually filled, personalised, and free of all sorts of nasties – are mentioned first and foremost.
- There’s a low-risk call to action (taking a quiz won’t hurt) followed up with further incentives to lower risk further. Namely, free shipping and free returns!
Example #3: The one that shows they have their finger on the pulse
Remember how I said you can’t approach your snippet writing with a ‘set it and forget it’ mindset? There’s a very simple reason for that: You don’t want to seem out of touch with the realities of today; fall behind on seasonal matters; or ignore special events.
You want searchers to see that you’re on top of things. That’s why Qatar Airways has to be on this list of prime meta description examples.
They stand out among their peers because:
- First and foremost, their meta description is relevant to our pandemic-stricken times. It puts what many travelers have top of mind right now, front and centre of their copy.
- They immediately address very real pain points and then offer practical solutions to those concerns. For example: They highlight flexible ticket options.
- They don’t forget to be reassuring. That’s exactly what prospective travelers need at a time like this.
Example #4: The one that understands search intent and keywords
Great meta descriptions are descriptive. But the best meta descriptions go beyond that—they anticipate the user’s intent. Dansko does an exceptionally good job of that.
Take a look at the following:
- Dansko knows that the user is probably searching for such specialty shoes because he wants to buy a pair. That’s why the snippet starts off with an invitation to shop their selection of hospital-appropriate shoes.
- They’ve optimized for search engines by peppering the description with multiple keywords. For example: “men’s medical & hospital shoes”, “nursing shoes”, “clogs for men”, and “healthcare professionals”.
- To convince searchers to click through, they make a compelling offer that overcomes objections (free shipping) and builds trust. That’s achieved with the statement that they’re “trusted by healthcare professionals for 25+ years.” The number makes a huge difference.
- It’s also clear that they understand their target market’s needs, which is why they highlight what matters most to their target customers: all day comfort and support.
Example #5: The one that’s very strategic with keywords
This is a super example of an SEO-friendly snippet—one you can use as a benchmark in crafting your own meta descriptions.
Here’s what’s worth noting down:
- All the important keywords are included in the title as well as in the body of the description. Look at how many adjectives they’ve managed to organically and strategically incorporate: “handmade”, “premium”, “handcrafted”, and “100% full-grain”.
- At the end of the day, you also need to appeal to human preferences and sensibilities. Frontloaded aesthetic descriptors – stylish, minimalist, slim – instantly grab your attention. In other words, shoppers with those specific priorities will instantly know they’re in the right place.
- They’re consistent. You know that they’re all about high quality leather products because that’s reinforced in their meta copy through the use of relevant adjectives.
Example #6: That one that’s really brief
Sometimes, short and sweet is all you need to get the job done. That’s evident in our second mattress brand. Take a look at what works:
- There’s a short description and an equally short title but it says everything it really needs to: What they’re selling (mattress in a box) and the main benefit (fun sleep).
- You sense their confidence – they don’t feel the need to say all that much.
- They aren’t afraid to use slang and throw in some humour because it’s something that would likely be appreciated by prospective customers.
There are two downsides you should be aware of though:
- Non-English speakers may not understand that Fun-ZZZs = funsies. That’s why you should only use slang if it adds value.
- Super brief descriptions may not be as search-friendly. Limited keywords means you could be missing out on opportunities to show up for relevant searches.
Example #7: The one that tells you what you can do on the website
I wanted to show this meta description because it’s an awesome example of how you can include several calls to action without sacrificing the overall message quality.
- The first sentence is focused on what sets them apart from other ice cream brands, namely that they’ve been all about the highest quality ingredients from the very beginning.
- There are only 2 sentences here and yet they managed to include three calls to action: (1) order online, (2) visit a scoop shop, or (3) find where you can buy Jeni’s near you.
- It works really well because it gives the searcher options – you can choose the most convenient want to get your hands on Jeni’s. This is particularly useful given the times.
Example #8: The one that makes it clear who their products are for
If you have a specialty product that people may not be entirely familiar with, it helps if you put things into context. In other words help searchers understand what the product is, who it is for, and even product benefits. That’s exactly what Kinetic have done.
- The title tells you what kind of dog food they make and that’s followed up with more information about what exactly ‘performance dog food’ is.
- The searcher doesn’t have to guess if this product would be suitable for their dog because it actually states who this food was formulated for, i.e. working, sporting or hunting dogs.
It works really well because it’s clear, it answers the most pertinent questions, and filters prospects down to the most qualified ones.
Example #9: The one that introduces themselves
What I love about this meta description is the compelling manner in which Evrnu tells you who they are and what they do. All it takes is one sentence to answer searchers’ most important questions: What is Evrnu? What do you do? Why should I care?
These examples should give you great ideas of what you can do with your own meta descriptions. And if you haven’t found something that you like or that would work for your brand, check back on this post whenever you get a chance. I’ll be updating with more awesome meta description examples as I come across them.