Meta description prompts: a brief for every page

Sixteen briefs for the meta description generator, ready to hand over. Each one already says what kind of page it is and sets the tone, the call to action and the length to match, so you drop in your product and your main phrase.

Products and catalog

Ten near-identical shops sit beside you in the results: a meta description for a product page where price and delivery decide the click, a category and a sale page, and filter pages that stop repeating each other.

Product page

One product, its price and its shipping promise in the results line, so the visitor arrives already convinced.

Prompt

Product page: an electric standing desk, 53x29 inch bamboo top, dual motors, 265 lb lift, $499, free shipping across the lower 48 in three days. Keyword: electric standing desk.

Result

Title: Electric standing desk with bamboo top — $499 shippedDescription: Dual motors lift 265 lb, a 53x29 inch bamboo top, and free shipping in three days across the lower 48. Buy the desk for $499 today.

Category page

A category promises a choice rather than one item: how many models, from what price, filtered by what.

Prompt

Category page of an online running store: trail running shoes, 214 models from $89 to $260, filters by drop, cushioning and width, free returns for 60 days. Keyword: trail running shoes.

Result

Title: Trail running shoes — 214 models from $89 in stockDescription: 214 trail shoes from $89 to $260, filtered by drop, cushioning and width, with 60-day free returns. Compare the models and pick yours.

Sale page

The discount, the deadline and the code — the three things that win the click from the shop above you.

Prompt

Sale page: Black Friday, up to 50% off every winter jacket until November 30, code WARM50, free shipping over $75. Keyword: winter jacket sale.

Result

Title: Black Friday: up to 50% off winter jackets till Nov 30Description: Every winter jacket is up to 50% off with code WARM50 🔥 The sale ends November 30 and shipping is free over $75. Shop it now.

Filter page

A slice of a category whose neighbouring page differs by one word, while the description has to differ entirely.

Prompt

Catalog filter page: solid oak dining tables under $1,200, 48 models, extendable and fixed, same-day pickup in Chicago. Keyword: solid oak dining table.

Result

Title: Solid oak dining tables under $1,200 — 48 in stockDescription: 48 extendable and fixed oak dining tables under $1,200, in stock with same-day pickup in Chicago. Compare sizes and finishes.

Services and local business

A trade, a clinic, a studio. A local business description with the city in the title, a pricing page that shows where the numbers start, and a booking page with an obvious way to get in touch from the results.

Service in your city

City, hours and how fast someone shows up: a local page is opened by people who need it nearby and now.

Prompt

Service page: emergency AC repair in Phoenix, a technician on site the same day, open 7am to 10pm seven days a week, diagnostics free with a repair. Keyword: emergency AC repair Phoenix.

Result

Title: Same-day emergency AC repair in Phoenix, 7am to 10pmDescription: A technician reaches any Phoenix neighborhood the same day, seven days a week, 7am to 10pm. Diagnostics are free with a repair. Call us.

Pricing page

A price list is opened for one number, and that number belongs in the snippet or it gets read on a rival site.

Prompt

Pricing page for a dental practice in Denver: a filling from $180, a cleaning from $120, x-ray and consult included, nothing billed mid-treatment. Keyword: dental prices Denver.

Result

Title: Dental prices in Denver: fillings from $180, no extrasDescription: A filling from $180, a cleaning from $120, x-ray and consult included in the price, nothing billed mid-treatment. Get a quote.

Booking page

The page has to promise in the results exactly what happens after the button is pressed.

Prompt

Booking page: a free in-home estimate for kitchen cabinet refacing in Seattle, we reply within 15 minutes, ten-year warranty on doors and hardware. Keyword: cabinet refacing Seattle.

Result

Title: Cabinet refacing in Seattle — free in-home estimateDescription: Book a free in-home estimate and hear back within 15 minutes. Ten-year warranty on doors and hardware. Get a quote for your kitchen.

Articles and blog

Descriptions that promise a result rather than an interesting read: a blog post line saying what the reader walks away with, a how-to summed up in one sentence, a comparison, and an announcement worth the click.

How-to article

The description promises the payoff of reading: what someone will be able to do, and how long it takes.

Prompt

Blog how-to: how to replace a kitchen faucet yourself, seven steps, you need a basin wrench and plumber tape, 40 minutes, no plumber required. Keyword: how to replace a kitchen faucet.

Result

Title: How to replace a kitchen faucet: 7 steps, 40 minutesDescription: A step-by-step walkthrough: which wrench to buy, how to free the old nuts and what to check for leaks. Forty minutes, no plumber. Read on.

Comparison post

A comparison is sold by its criteria: what was weighed against what, and who ends up with which one.

Prompt

Comparison article: Shopify or WooCommerce for a small store. We compare first-year cost, launch time, SEO control and how hard each is to move to another host. Keyword: Shopify vs WooCommerce.

Result

Title: Shopify vs WooCommerce: which one fits a small storeDescription: We compare first-year cost, launch time, SEO control and how hard each one is to move later. See which platform fits your store.

Announcement

An announcement lives on the date and the change, not on a line about an unbeatable offer.

Prompt

Company announcement: from October 1 our second pickup point opens in Austin on South Lamar, open daily 10am to 9pm, orders ready the same day. Keyword: Austin pickup point South Lamar.

Result

Title: New Austin pickup point opens October 1 on S LamarDescription: From October 1 you can collect orders on South Lamar: open daily from 10am to 9pm, with orders ready the same day. Read the details.

Home and landing pages

The pages the whole site gets judged by: a homepage description that says what the company does and where, a line for a paid campaign landing page, and a B2B snippet aimed at a long sales cycle.

Homepage

The two lines people judge the whole site by: what you do, where you do it and who it is for.

Prompt

Homepage: a furniture workshop in Portland building custom kitchens and wardrobes to measure since 2009, our own shop floor, delivery across Oregon, 30-day lead time. Keyword: custom kitchens Portland.

Result

Title: Custom kitchens in Portland — a workshop since 2009Description: We build kitchens and wardrobes to your measurements: our own shop floor in Portland, delivery across Oregon, 30 days. Learn more about us.

Paid campaign landing

One offer, one price, one deadline: the snippet repeats the promise the ad made, word for word.

Prompt

Paid-search landing page: an online English course for beginners, first month $29 instead of $59, two live lessons a week with a teacher, groups of six, enrolment closes September 15. Keyword: online English course for beginners.

Result

Title: Online English for beginners — $29 for the first monthDescription: First month $29 instead of $59: two live lessons a week, groups of six. Enrolment closes September 15 — request your place today.

B2B landing page

A page for someone choosing software for a company: what it does, what it connects to and how to try it.

Prompt

B2B landing page: cloud POS and inventory for coffee shop chains, syncs with QuickBooks and your card processor, sales and waste per location in one screen, 14-day free trial. Keyword: coffee shop inventory software.

Result

Title: Inventory and POS for coffee chains — 14-day trialDescription: Syncs with QuickBooks and your card processor, shows sales and waste per location in one screen. Start a 14-day trial or book a demo.

Rewrite what nobody clicks

Pages with impressions and no clicks, rewritten one at a time. A description cut off mid-sentence in Google, and the same forty words sitting on forty location pages until each one finally gets its own.

Impressions but no clicks

Ten different lines for one page, so there is something to choose from rather than settle for.

Prompt

This page ranks in the top 10 for pizza delivery Denver and almost nobody clicks it. A pizzeria with its own kitchen, delivery in 45 minutes, thin-crust pies from $14, open until midnight. I need lines that stand out in the results.

Result

Title: Thin-crust pizza in Denver — delivered in 45 minutesDescription: Baked in our own kitchen and at your door in 45 minutes, pies from $14, open until midnight. See the menu and order in two taps.

Description gets cut off

A line that fits whole in the snippet on a phone as well as on a wide screen.

Prompt

The description of this service page is cut off mid-sentence in the results. The page: apartment cleaning in Portland, a deep clean from $180, our own supplies and equipment, weekends included. I need a shorter line that fits whole.

Result

Title: Apartment cleaning in Portland — deep clean from $180Description: A deep clean from $180 with our own supplies and equipment, weekends included. Book apartment cleaning in Portland for any day.

Duplicate descriptions

Neighbouring pages differ by one word, and every description still has to differ entirely.

Prompt

Forty location pages share one description. A chain of auto shops, location page: Nashville, Charlotte Avenue, oil change in 30 minutes, tire service, walk-ins welcome 9am to 9pm. I need a different description for every address.

Result

Title: Oil change on Charlotte Ave in Nashville — walk-insDescription: Our Charlotte Avenue shop changes oil in 30 minutes and handles tires, walk-ins welcome from 9am to 9pm. Drop by any day in Nashville.