When your website appears in Google, people see two things before they ever visit: a blue clickable headline and a short line of text underneath. These usually come from your page title and your meta description.
They are small, but they help Google understand what each page is about, and they help a searcher decide whether to click on you or the business below.
What a page title is
Every page on your website has a title. It is written into the page's code, rather than shown on the page itself. You can see it in the tab at the top of your web browser.
Google often uses this title as the blue headline in search results. It is also one of the clearest signals you can give Google about what the page covers. So a page title that just says "Home" or "Services" is a missed opportunity.
What a meta description is
The meta description is a short summary of the page, again written into the code. Google often shows it as the grey text under the headline in search results.
The meta description is not thought to affect where you appear in search directly. Its job is to persuade. It is your chance to tell someone, in a sentence or two, why your page is the right one for them.
How they show in Google
A typical search result looks something like this:
- A line showing your website name and address.
- The blue headline, usually from your page title.
- One or two lines of description, usually from your meta description.
Google does not always use exactly what you write. It sometimes rewrites titles or picks different text from your page for the description, especially if it thinks something else better matches the search. That is normal. Writing clear, accurate versions still gives you the best chance of them being used.
Length matters too. If a title or description is too long, Google cuts it off with three dots. As a rough guide, aim for titles of around 50 to 60 characters and descriptions of around 150 to 160 characters. You do not need to count precisely. Just keep the important words near the start.
How to write a good page title
For a local business, a good page title usually includes three things:
- What the page is about, such as the service.
- Where you work.
- Your business name.
Some simple examples:
- Boiler repairs in Nottingham | Smith Heating
- Domestic cleaning in West Bridgford | Bright Homes
- Garden design and landscaping, Beeston | Greenway Gardens
- Ladies' haircuts and colour in Arnold | The Hair Room
A few tips:
- Make every page title different. Your boiler repair page and your bathroom fitting page should not share a title.
- Put the most important words first. People scan quickly.
- Use normal language. Write what customers would type, not industry jargon.
- Do not cram in keywords. "Plumber Nottingham, Plumbing Nottingham, Cheap Plumber Nottingham" looks spammy and can put people off.
- Your home page title can be a little broader, such as "Plumber and heating engineer in Nottingham | Smith Heating".
How to write a good meta description
Think of the meta description as a short advert. It should tell the searcher what they will get and give them a reason to click.
A good one usually:
- Says clearly what you offer.
- Mentions your area.
- Includes something that sets you apart, as long as it is true.
- Ends with a simple next step.
Some examples:
- Boiler repairs across Nottingham and nearby towns. Gas Safe registered engineers, clear prices and a real person on the phone. Call or book online today.
- Regular and one-off home cleaning in West Bridgford. Same cleaner each visit, all products supplied. Get a free quote in minutes.
- Haircuts, colour and treatments in a friendly Arnold salon. See our prices and book your appointment online.
Only include claims you can back up. If you are not Gas Safe registered, do not say it. If you do not offer online booking, do not mention it. A description that promises something the page does not deliver just leads to people leaving straight away.
Common mistakes
- Leaving them blank. Google will make something up from your page.
- Using the same description on every page. Each page needs its own summary.
- Forgetting new pages. When you add a page, write its title and description too.
How to change them
How you edit titles and descriptions depends on how your website is built. Many website systems have a dedicated SEO section for each page, with boxes for the title and description. Others need a plugin or a quick change by whoever looks after your site.
Once you have updated them, Google needs to visit the page again before the changes show. That can take days or weeks. If you use Google Search Console, you can ask Google to look at an updated page sooner. We explain how in our Search Console guide.
A quick way to check yours
Type "site:" followed by your web address into Google, with no space, for example site:yourbusiness.co.uk. This shows a list of your pages that Google knows about, with their titles and descriptions. Read through them as if you were a customer. Are they clear? Do they say where you work? Would you click?
Every website We are Graft builds has a proper title and description written for each page as part of setting it up for Google and AI search. You can see some of our work on the examples page.
If you would like to see what your business could look like with a clear, well set up website, fill in the free design form or get in touch. You see your design before you pay anything.