Two search results sit next to each other in Google at positions 4 and 5. They offer the same service. Why does someone click on one and not the other? Usually: the description.
Research shows that descriptions with persuasive language and a concrete call to action get a significantly higher click-through rate than neutral, factual descriptions.
Two types of words that work
1. Persuasive words (power words)
These are words that evoke emotion and urgency:
- "Discover": feels exclusive and inviting
- "Free": low threshold, no risk
- "Instant": quick results, no waiting
- "Proven": reliable, others have already tested it
- "Exclusive": limited, special
- "New": current, up to date
- "Unique": different from the competition
2. Invitations to act (calls to action)
These tell the searcher what they SHOULD do after the click:
- "Book an appointment"
- "Call for advice"
- "Request a quote"
- "Start with a free scan"
- "Download the guide"
- "See what we offer"
Example: building a strong description
"Discover our proven approach to SEO in Arnhem. 4 years of measurable results for local businesses. Book a free introductory call."
This contains: persuasive words ("discover", "proven"), a local element (Arnhem), social proof ("4 years", "measurable results"), plus a concrete action ("book a free introductory call").
What NOT to do
- Listing every keyword: "SEO, link building, content, marketing, Arnhem, Nijmegen..." feels spammy
- Just a company description: "We are an agency that helps with marketing." That gives no reason to click
- Too vague: "See our offer here." Which offer? Why should I?
Test which descriptions work
Google Search Console shows the CTR (click-through rate) for each page. If a page ranks very high but gets few clicks, the description is probably weak. Rewrite it, wait 2-4 weeks, measure again.