Page Description Example: What to Include

A page description is the text that appears below your webpage's title in search results—those 155-160 characters that summarize your page's content. When you're building this for clients, you're creating a bridge between what Google displays and what users actually click. The description pulls directly from your meta description tag, and while Google sometimes rewrites it based on the user's search query, having a strong one written specifically for your target keywords gives you control over first impressions.

For agencies and designers working with clients, page descriptions matter because they directly impact click-through rates from search results. Two sites ranking at positions four and five might see vastly different traffic simply because one has a compelling, specific description and the other has generic boilerplate text. When a description clearly answers what the user is searching for and includes a specific benefit or differentiator, people click it more often. This is why high-performing descriptions aren't just well-written—they're strategically written around the keywords and user intent your client actually targets. A law firm's "About Us" page description shouldn't be vague; it should be something like "Personal injury lawyers in Denver with 20+ years experience. Free consultation. No win, no fee." This tells searchers exactly what they get and why they should choose this firm over competitors.

The practical framework for writing these involves three elements: relevance, specificity, and benefit. First, ensure your description directly addresses what users search for and what the page delivers. If the page targets "affordable web design for small business," your description should include those terms in a natural way, not the page's primary keyword alone. Second, be specific enough that readers understand the unique angle—whether that's your location, experience level, approach, or result. Generic descriptions like "Learn more about our services" waste valuable space. Instead, show what services, what makes them different, and often, what readers can expect to gain. Third, include a benefit or call to action that creates urgency. "Schedule a free audit" works better than "Contact us today" because it's more specific about what the reader gets.

When managing client websites, audit their existing descriptions systematically. Many businesses have never written intentional descriptions—they've let WordPress auto-generate them or forgotten them entirely. Prioritize high-traffic pages and pages targeting valuable keywords first. For each one, write descriptions that feel natural (never keyword stuff), stay under 160 characters to avoid truncation on mobile, and speak directly to the user's likely intent. Test different descriptions on similar pages to see which messaging drives higher click-through rates in Google Search Console. Your clients will see that small improvements to descriptions often deliver quick traffic wins without requiring any technical SEO work, making this a practical first step when taking on a new account.