Website Description Examples: What to Include

A website description is the text that appears below your site's URL in search results—typically 155-160 characters pulled from your meta description tag. For agencies and designers, this snippet is your first sales pitch to potential clients actively searching for your services. It's not about ranking (Google often rewrites it), but about click-through rates. A compelling description makes someone choose your link over a competitor's, which directly impacts traffic and leads.

Your website description should answer the implicit question your target client is asking: "Will this agency help me solve my specific problem?" Rather than generic language like "We provide digital marketing solutions," specify what you actually do and for whom. For an SEO agency targeting local contractors, you might write: "SEO services for construction and home service businesses. Increase leads, get more phone calls, dominate local search results." A web design firm focusing on e-commerce could write: "Custom Shopify and WooCommerce design for small businesses. Mobile-first sites built for conversion." This specificity filters your audience immediately—contractors know you're for them, so they click.

The practical formula works like this: start with your core service or most important keyword, add a specific benefit or outcome, and mention your ideal client type if space allows. Avoid urgency language ("Act now!") and irrelevant claims. Instead, focus on measurable results or specific industries you serve. If you're a generalist agency, pick your strongest service and write descriptions for different pages targeting different services—your homepage tackles one niche, your services page for PPC targets another. This approach lets you speak directly to searchers looking for exactly what you do, even if they're searching different terms.

One often-overlooked practical use: test multiple descriptions over time. If you have a designer client repeatedly revising their site, create two versions of the meta description, launch them a few weeks apart, and compare click-through rates in Google Search Console. You'll see which messaging resonates. A description that converts at 8% click-through rate versus 4% is worth documenting for your service offering or your own marketing. Finally, keep your descriptions unique across pages. A common mistake is letting WordPress or your CMS auto-generate identical or near-identical descriptions for every page. Each page targeting a specific keyword or audience deserves its own description that reflects what visitors will actually find when they land.