Write for the person deciding whether to click

Describe the specific page, not the entire business. A service page should name the service, location when relevant, and a concrete reason to choose it. A guide should state what the reader will learn. Keep the important words near the beginning because search displays vary by device.

  • Make it unique to this page.
  • Match the promise made by the page title and visible heading.
  • Use natural language instead of repeating keywords.
  • End with a useful next step when it fits.

Add one description in the page head

The HTML should contain one meta element with the name description and the page summary in its content value. Most website builders expose this as an SEO description field. In a coded site, it belongs in the document head or the framework's metadata system.

After publishing, view the page source or rerun the scan. If several description tags exist, remove the duplicates so crawlers receive one clear signal.

Avoid copy that sounds generic

Phrases such as ‘welcome to our website’ or ‘we provide quality service’ do not help a searcher choose. Replace them with the actual outcome, audience, and location. Do not copy one description across every page; that makes distinct pages look interchangeable.

This guide provides general information. Website requirements vary by platform, audience, location, and business risk.