SektorCepte · 2026-10-26
Write the Meta Description as One Sentence
The grey line under a search result should be a sentence you could say, not a string of boasts. Put the name of the job in the first words.
The meta description is the grey line under the blue title in a search result. A person reads it in one breath and decides whether to click. The mistake is to turn it into an advert with exclamation marks: lowest price, call now, number one in the city. Those are words you would not say on the phone or paint on the glass. The fix is to write one sentence you could say to a neighbour. For an upholsterer that can be: we recover dining chairs and sofa seats in the workshop, you may bring the piece, or we collect it inside the area we already cover. The line is often cut after about two lines, so the name of the job must stand in the first words. Do not cram the number into this line, the number sits on the page itself.
1. Write the sentence you can say
In the workshop you do not tell a customer lowest price and number one, you talk about the cloth on the chair and the foam in the seat, and the grey line is that talk written down. The mistake is to fill the line with shouting words from a leaflet. The fix is to read the sentence aloud, and if the breath holds and the job is named the line is useful, and if there is an exclamation mark the line is an advert and should be deleted.
2. Put the job in the first words
The end of the grey line can be cut, and if the area or the call to action is lost, the job that stood at the start remains. The mistake is to write the praise first, then the call, and the work last. The fix is to open the sentence with recovering chairs and sofa seats, and to say that we do it in the workshop in the second half, so that even a cut line still shows which shop it belongs to.
3. One sentence is enough, not a list
Three boasts, one exclamation, and a call treat the grey line as a poster to be clicked. The mistake is a pile of adjectives strung with commas. The fix is one sentence that has a verb: we recover, you bring, we collect, and those three verbs are enough, and a second sentence is added only if the first can still be read without being cut, otherwise it is not added.
4. Do not put a promise you cannot keep
Words such as cheapest, the same hour, or every cloth in stock, if they are not true in the workshop, are treated as true in the grey line, and the visitor will ask for them. The mistake is to write a promise the page does not make, in order to gain a click. The fix is to put nothing in the grey line beyond what the first paragraph of the page says, and if the cloth is chosen in the workshop the line says that and does not promise a stock.
5. Make the line a summary of the page
The grey line is not a separate advert, it is the short form of the page's first sentence about the work. The mistake is to write sofas in the line and only sew curtains on the page. The fix is, after you write the line, to read it beside the first paragraph, and if both name the same job it is done, if the line speaks larger it is shortened, and if the page does a narrower job the line comes down to that narrower job.
A concrete grey line can stand like this. We recover dining chairs and sofa seats in the workshop, you bring the piece or we collect it inside the area we already cover. There is no exclamation, no lowest price, and no number. The first words are the work. The first paragraph of the page tells the same job and adds that the cloth is chosen in the workshop. A person who reads the line understands what you do, and if they click they see the page they expected.