Write a Meta Description People Actually Click: 6 Rewrites

By Om Usturge · Updated November 2, 2026 · 1 min read

A meta description is a tiny sales pitch for your page. Google does not use it as a ranking shortcut, and may show something else for a given search, but when it does show yours, it can decide whether someone clicks. So make it count.

A formula you can steal

Who it is for + what they get + one specific detail. About 120 to 155 characters, with the best part first, because mobile cuts earlier.

Six rewrites

1. Blog post. Before: This article is about sourdough. After: Beginner sourdough with no discard and no scale. Your first loaf in 24 hours, with photos of every step.
2. Product page. Before: Buy our water bottle. After: A 750 ml steel bottle that keeps drinks cold for 24 hours. Fits car cup holders. 30-day returns.
3. Local service. Before: Best plumber in town. After: Same-day plumbing in Pune. Fixed prices before we start, and a 90-day guarantee on every repair.
4. Tool page. Before: Free online calculator. After: Work out your EMI in seconds. Change the rate and tenure and see total interest instantly.
5. Guide. Before: Learn about SEO. After: Fix the 5 things holding back a new site, in plain language, in under 30 minutes.
6. Landing page. Before: Welcome to our company. After: Invoicing for freelancers: send in 2 minutes and get paid faster. Free for your first 5 clients.

Mistakes to skip

• Copying the first paragraph of the page.
• Stuffing the same keyword three times.
• Promising what the page does not deliver. Visitors leave and you lose trust.
• Using the same description on every page.

Check it

Paste your draft into the SEO Preview manual tab. Watch the character counter and the mobile preview. If the ending is cut, move the strongest benefit forward.

Challenge: rewrite the descriptions of your top three pages today, then compare clicks in Search Console in a few weeks. Changes can take time to be picked up, so be patient.