How to Write Meta Descriptions for Ecommerce Pages

How to write meta descriptions for ecommerce pages

Meta descriptions are often overlooked, but they can make a huge difference to how your website performs in search results. They don’t directly affect rankings, but they do affect click-through rate (CTR) and that can have a knock-on effect on your visibility.

For ecommerce sites, writing strong meta descriptions is especially important. Every product and category page competes for attention in search results, so your short snippet of text needs to persuade users to click through.

Let’s look at how to do it properly.

What is a meta description?

A meta description is a short summary of a web page that appears below the title in search results. It tells users (and search engines) what your page is about.

In HTML, it looks like this:

Google doesn’t always show your written meta description as sometimes it pulls text from your page, but writing one gives you control over how your page is presented in search results.

Best practices for writing meta descriptions

1. Keep it under 160 characters.
Search engines usually cut off descriptions longer than this, especially on desktop. Aim for 140–160 characters for balance.

2. Include your main keyword naturally.
Mentioning the keyword helps searchers confirm they’ve found the right result. For example, if your category is “Men’s Running Shoes”, that phrase should appear early in the description.

3. Focus on benefits, not just details.
Instead of listing features, show why someone should click.

❌ “Men’s running shoes in various colours and sizes.”
✅ “Discover lightweight men’s running shoes built for comfort and performance. Free next-day delivery.”

4. Add a call to action.
Encourage users to take the next step with phrases like “Shop now”, “Discover the collection”, or “Find your perfect style”.

5. Make it unique for every page.
Avoid duplicate meta descriptions across multiple products or categories. Each page should have its own specific and relevant summary.

Writing meta descriptions for product pages

For product pages, your goal is to highlight what makes the product stand out. Include key features such as brand, type, or USP, and keep it conversational.

Example:

“Upgrade your cleaning with the Henry Xtra Vacuum – powerful, reliable, and made in the UK. Order today for free next-day delivery.”

This tells users exactly what they’ll get and adds a clear reason to click.

Writing meta descriptions for category pages

For category pages, focus on variety and choice. These pages are about browsing, not a single product.

Example:

“Shop our full range of eco-friendly cleaning products. From sprays to detergents, find sustainable options for every home.”

It’s broad enough to describe the full category but still gives a reason to explore.

Using dynamic meta descriptions

If you have hundreds (or thousands) of products, manually writing meta descriptions isn’t realistic.
Instead, use dynamic templates in your ecommerce platform.

For example, in Magento or Adobe Commerce you can use variables:

Buy {{name}} from {{brand}} – available now with free UK delivery.

This approach keeps your descriptions unique while still using consistent branding.

Final tips

Don’t stuff keywords, keep it natural.
Reflect what’s actually on the page.
Write for people first, search engines second.
Test different styles to see what improves CTR.

A good meta description works like a small advert for your page. It should be:
✅ Clear
✅ Relevant
✅ Persuasive

Whether it’s a product, category, or homepage, spend time crafting descriptions that sell the click, not just describe the page.

SEO Insights: Writing Meta Descriptions