Glossary
What is a meta description?
A meta description is a short summary of a web page, written in an HTML tag in the page’s head, that search engines may show under the page title in search results.
How it works
The tag looks like . Visitors never see it on the page itself. Search engines read it and often, but not always, use it as the snippet under your title in results. Social networks and messaging apps may also show it when someone shares a link, unless an Open Graph description is set.
Google rewrites snippets when it thinks another part of the page answers the search better, so a description is a strong suggestion rather than a guarantee.
Why it matters for B2B websites
Google has said the meta description is not a ranking factor. Its job is to win the click. On a results page full of agencies, vendors and directories, the description is your one sentence to say who the page is for and what they will get.
Missing descriptions are common on B2B sites, especially on CMS pages like case studies and blog posts. Search engines then pull a random sentence, often from the cookie banner or navigation.
How to write one
- Aim for roughly 140 to 160 characters; longer text is usually cut off
- Say what the page gives the reader, in plain words
- Include the main term naturally, since matching words may be shown in bold
- Write a unique description for every page
- Do not promise what the page does not deliver
Example
Weak: “Welcome to our website. We are a leading provider of innovative solutions.” Better: “Webflow development for B2B SaaS companies: design handoff, CMS setup and launch, with a site your marketing team can edit.”
How we handle it
Every page we build has its own title and description, written with the copywriting rather than added at the end. CMS templates fill descriptions from a dedicated field, and before launch we check that no two pages share one. It is part of every website design project.
Last updated 15 November 2026
