I recently updated meta descriptions for a new client’s site and he asked a very good question upon seeing the finished work:
Usually in a description I like a CTA with the phone number. What are your thoughts on that?
You want people to call your business, right?
I agree, the meta description needs a clear call to action (CTA) that pulls the searcher in with a strong value proposition. We only have about 155 characters to do this (it was longer for a while, but as of mid-May 2018, Google reverted back to shorter display snippets).
When I’m working on SEO audits or a content refresh I find that a combination of keyword phrases and actionable language (“click here to learn,” “find out how…”) generally works best for blog content.
…but the answer is no
Blog posts, by their nature, attract informational searches—searches where the person is likely unfamiliar with your brand and not ready to hire someone at that exact moment.
Because of that, the meta description is better used to pull people in with the promise of value. Once they’re actually on your site, that’s where your real CTA belongs—after they feel confident you can help.
Your meta description earns the click. Your page earns the conversion.
Possible exceptions
For main site pages—your service pages—I’d be more open to including a phone number in the meta description.
These searchers are more likely to be bottom-of-funnel users ready to take action, or people already familiar with your brand. In those cases, including contact information could reduce friction.
But honestly, I still wouldn’t do it.
Google may not even show your meta description
Google doesn’t always use the meta description you write. Instead, it often pulls what it thinks is the most relevant snippet from the page itself based on the searcher’s intent.
That means it’s more likely to display a description containing a long-tail keyword phrase than one that says “call us at (512) 867-5309 for a free consultation”.
If someone is looking for information, they’re unlikely to even see your phone number. And if they’re searching your brand directly, Google will usually show your business listing—where your phone number is already prominently displayed.
- Informational searches → value-driven descriptions perform better
- Transactional searches → landing pages handle conversion
- Brand searches → Google Business Profile handles contact info
I also agree with discussions like this one from Moz on using phone numbers in meta descriptions.