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Using Your Web Page Meta Description to Increase Traffic

How to write a great elevator pitch for each web page

There is more to Search Engine Optimization than being listed in a Google search results. You need your customer to choose your web page from all of the others in the search results.

In other words, you need a meta description for your web page.

So, what is a meta description? The meta description of your web page goes into the website meta data and does not appear on your website.

If the meta description doesn’t appear anywhere on your website, how can it be important? In fact, the meta description may be one of the most important items you write for each web page. Why? Because a meta description is what will bring people to your website. It is what your customers will see in the search results, and is your opportunity for you to give your elevator pitch.

Where do you put the web page description? Technically, the web page description goes into a meta description in the head of your website. But if you don’t know how to do that, not to worry! The Yoast WordPress plugin makes it easy.

When the users sees the search results, you need to have your elevator pitch ready so that the customer will pick you instead of your competitor. Rank order is important, but another important factor is your SEO page title and your SEO description. If you neglect this step, then Google will choose language from your webpage for you. While you don’t want to sound like a used car saleman, you want to make it clear that you sell the best axolotls in the area.

How to Write a Great Meta Description

  1. Include a call to action. A call to action encourages the customer to take the next step and includes words like, “Learn More About…”, “Watch the video”, “Join for free”, or “Try it today”.
  2. At all costs avoid frightening your customers with phrases that make you sound like a pushy salesperson or like email spam. If you appear to be making exaggerated claims, the customer will chose the another search result.
  3. Tell your customers what they will find on that particular web page, not on your overall website. It is important to have a meta description for every important page on your website.
  4. Go to Google and type in the search terms your customers would use to find you. Make sure that your elevator pitch sounds better than the competitors. Would you choose it?

If your website is part of your business marketing strategy, it is important to make sure you put your best foot forward with well-written meta descriptions.


The meta description is only one small part of SEO copywriting. If you would like help with copywriting for your website, White Buffalo Websites can has SEO copywriters that are available to help you. You can read more about our services at this page: SEO Copywriting Services.