Your meta description is like your advert in the search results.

It’s not always going to show up (sometimes Google will pick out text from your page that better matches the query).
But when it does, a well-written description can nab you some extra clicks.

Write a unique, compelling meta description for each page on your site, that communicates USPs/value, and entices click-throughs.

Don’t call it a day after your first iteration…

Split test and experiment with different meta description formats to optimise CTR.

For example, if you’re running an E-Commerce store you might try including the price of the product in your description.

Keep testing and optimizing your click-throughs.