Like page titles, page descriptions are important to convince people to click on your website. You need to craft them carefully to encourage people to click on your website instead of the many others they have the options to click through to from the search engine result pages.
There are a few different factors which lead to experts suggesting that page descriptions are too short.
Firstly, short page descriptions take up less space in the search engine result pages, which means your website will be less visible to searchers, which will ultimately lead to a less-than-optimal click-through rate. If your page description is under approximately 100 characters it will be reduced to only one line of text, instead of the standard two lines.
Secondly, short page descriptions more than likely could become more enticing (and therefore get a higher click-through rate) if they were making the most use of the characters available to them. For this reason we always recommend using as many characters as you have available to describe the content on your page in an enticing way, and to include a call-to-action if you still have room to do so.
Your not always going to be able to rank highly in the search engine result pages, but writing a well-thought-out, descriptive meta description that is enticing can still get you a decent click-through rate…even if it is further down the page.
Need help explaining this to your boss, or web developer?
Use our concise explanation below to explain this issue via email:
The page descriptions on our website are a bit too short, and we could improve the number of people that click through to our website by lengthening them.
By adding a bit more content here we may be able to entice more people to click on our website when they make a search, and not the competitors.
Adding extra words to the page descriptions can also help make the site appear for additional terms.
I’ll pull a list of all pages on our website that have page descriptions that are too short and rewrite them.
We can then either fix this ourselves, or send it to the web developer.