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How do I write a good meta description for my home page?

Want to learn how to create the best home page meta description for your website?

Essential for captivating and informing your target audience, a carefully-curated home page meta description can play a significant role in increasing the number of visitors to your site.

To help you write an effective and attention-grabbing meta description for your home page, the experienced team of SEO copywriters at Aqueous Digital have created this guide.


What should a home page meta description include?

There are several key elements that every home page meta description should include if you want to increase your chances of a customer clicking your content!

While Google doesn’t use meta descriptions as a ranking factor, it sometimes does to generate a snippet in the Search Engine Result Pages (SERPs).

According to Google’s best practices for creating a meta description, the meta description for a website’s home page should be unique, relevant, and high-quality.

We explain some of these important aspects of writing a home page meta description in more detail below.

Unique content

Every website is different, so every home page meta description should be unique. Copy and pasting meta descriptions from a competitor simply won’t have the desired effect. Your meta description should include key information about your specific business and reflect your brand.

Relevant keywords

A crucial part of any home page meta description is ensuring it includes relevant search terms. These keywords will typically be the primary products and services your business provides or specialises in.

Google will also highlight these keywords in bold if they match with the user’s search query, helping to direct their focus to your website.

Brand message

To help build brand awareness and stand out from your competitors, it’s vital that you include your brand strapline or at least give the user a taste of your brand personality through your choice of lexis.

Unique Selling Point (USP)

Your USP should help you to differentiate your business from other companies. Whether you provide a quicker service, more affordable product, or customer rewards and discounts, highlighting your USP is key. Remember to keep it short and snappy, but give your customers a real reason to choose you instead of one of your competitors!

Call to Action (CTA)

A CTA located within your home page meta description is the perfect way to encourage your customers to act. Examples of strong CTAs include ‘Call now to book your free consultation’, ‘Contact us today for a free subscription’, and ‘Enquire now for a 10 per cent discount’.

Enough characters

While there’s no character limit for a home page meta description, the ideal length is between 155-160 characters as any additional characters are likely to be cut off by Google. Roughly two short lines of content, you need to take advantage of this space and use the full 160 characters.


Examples of good home page meta descriptions

To help inspire you on your mission to write the best home page meta description for your website, we’ve included some of the top home page meta description examples.

Featuring strong CTAs, USPs, and key search terms, these home page meta description examples are attention-grabbing, filled with personality, and ideal for encouraging online searchers to click onto your site.

Aqueous Digital

‘SEO for Cheshire businesses. We are an Award-winning Cheshire SEO Agency. Call us on 0800 285 1424 or email for a free audit.’

The Bierkeller Nottingham

‘Experience our Bavarian bar on Friar Lane in heart of Nottingham. The Bierkeller Nottingham has weekly events, live sport and great foods and drink.’

Freeman Jones Solicitors

‘FJ Solicitors is a leading law firm providing high quality legal advice in Chester, Liverpool, Warrington and Wrexham. Contact us today for a consultation.’


Seeking expert SEO support?

For professional guidance regarding SEO best practices for your home page meta description, please don’t hesitate to get in touch with the talented team of digital marketing experts at Aqueous Digital.

Our award-winning agency has helped countless businesses increase their online visibility with organic SEO.

No matter where your business is based in the UK, you can rest assured we’ll be able to help with everything from paid SEO and content strategies, to reputation management for high-net-worth individuals and technical SEO, our team is composed of copywriters, strategists, and web developers.

To find out more about the wide range of digital marketing services on offer at Aqueous Digital from a member of our team, please don’t hesitate to give us a call today on 0800 285 1424.

We also welcome email enquiries sent to as well as any queries submitted using our handy online contact form.

Once we’ve received your enquiry, we’ll arrange a free, no-obligation consultation to learn more about your specific digital marketing requirements and wider business goals.


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