4 Ways to Boost Your Website’s Visibility With Title Tags and Meta Descriptions

• August 13, 2025

By Mia McGowan

As an independent agent, your website is often the first place potential clients go to learn about your services. But how do you make sure your site appears in the sea of search results on Google or any other search engine?

That’s where title tags and meta descriptions come in. A title tag is the headline of your webpage. It’s the clickable link that shows up in search results. A meta description is the short summary directly below it that gives people a preview of what your page is about.

When done right, these small pieces of text can have a significant impact in helping your site stand out and bring more visitors to your website.

Here are three simple ways to improve your title tags and meta descriptions:

1) Conduct keyword research. Keyword research is an essential first step in creating effective title tags and meta descriptions. It’s the process of figuring out which words or phrases people are typing into search engines when they’re looking for services like yours.

By using the right keywords in your title tags and meta descriptions, you can make sure your website aligns with what potential clients are searching for. This increases the chances that your site will show up in search results, catching the eye of people who are interested in your services.

To conduct keyword research, you should:

• Put yourself in your clients’ shoes. Think about what your ideal clients would type into Google. For instance, they might search for “cheap auto insurance in Austin.”
• Use free tools. Tools like Google’s Keyword Planner can help you discover popular keywords and phrases. These tools show you what people are searching for and even suggest related terms you might not have thought of.
• Go local. Don’t forget to include location-based keywords if you want to attract local clients. Phrases like “home insurance in Tampa” or “Houston insurance brokers” target people searching in your area.
• Start small. Focus on one or two keywords that are highly relevant to each page on your website. These should be clear and specific to your services.

2) Keep within the character limit. For title tags, the ideal length is 50 to 60 characters, while meta descriptions should stick to around 150 to 160 characters. If you go over these limits, search engines will truncate the text, replacing it with an ellipsis. This not only looks unprofessional, but might also leave out important details that encourage people to click.

A good title tag would be: “Affordable Auto Insurance in Miami—Get a Free Quote.” It’s 50 characters long and is clear and engaging.

However, an ineffective title tag would be: “Welcome to Our Website! Providing the Very Best in Comprehensive Auto Insurance to Residents in Miami.” It’s too long and unhelpful.

A good meta tag description is: “Looking for budget-friendly auto insurance in Miami? Contact us today for personalized coverage options!” It’s 92 characters long, direct and informative.

Meanwhile, a bad one is: “We offer a wide variety of insurance plans to help meet all your needs, including auto, home, life insurance and more. Call us!” It exceeds the character limit and is vague and unfocused.

3) Make each page unique. Every page on your website serves a specific purpose, so it’s essential to create title tags and meta descriptions that reflect the unique content of each page. Simply copying and pasting the same text across multiple pages might seem like a time-saver, but it can hurt your website’s visibility.

Search engines want to provide users with the most relevant and valuable results. If your pages have duplicate title tags and meta descriptions, it can confuse search engines about what each page is about. Worse, it might make them less likely to show your content in search results.

By taking the time to create unique title tags and meta descriptions for each page, you can help both search engines and visitors understand the value of your site. It’s a small effort that pays off by making your website clearer, more relevant and more professional.

4) Add a call to action (CTA). A CTA is a short phrase that tells your audience exactly what you want them to do next—like “Call Now,” “Get a Free Quote,” or “Learn More.” Including a clear, compelling CTA in your title tags and meta descriptions can grab attention and encourage potential clients to click on your website.

To write a compelling CTA:

• Be specific. Use action words that tell users exactly what to do, like “Contact us today” or “Compare plans now.”
• Show the benefit. Highlight what clients will get by clicking, such as “Save on home Insurance” or “Get peace of mind with family coverage.”
• Match your page content. Make sure the CTA aligns with what someone will find on the page.
• Create urgency. Encourage immediate action with phrases like “Don’t miss out,” “Limited time offer,” or “Start today.”

Think of your title tags and meta descriptions as invitations to your website. Without a clear CTA, visitors might not feel motivated to click, even if the rest of the text catches their interest. A well-crafted CTA tells people what value they’ll get by visiting your site, whether it’s answers to their questions, a personalized quote or a quick way to connect with an expert.

Mia McGowan is marketing and communications manager at Trusted Choice®. This article was originally published on the Trusted Choice blog.