Titles and Descriptions

Well-written titles and descriptions help members of the public find your pages using search engines and, once found, encourage them to visit your site.

To write good titles and descriptions:

• Pick out two or three key phrases that are the most distinctive and typical of your page.
• Use key phrases and terms that a member of the public is most likely to use.
• Select a key phrase for your title (fewer than 70 characters).

Descriptions should:

• Include key phrases, or variations of them, at the start.
• Be factual, and accurately reflect the content.
• Be less than 156 characters long, including spaces.

Customer Communications Toolkit for the Public Service – A Universal Design Approach

Digital and Web Based Communication Systems and Services

Writing for the Web Checklist

Ensure you comply with Directive (EU) 2016/2102 on the accessibility of the websites and mobile applications of public sector bodies

Avoid technical language, Latin and French expressions and unfamiliar acronyms and abbreviations.

Where applicable provide important information in other languages.

Present content so that readers can absorb and understand the content quickly. Help readers to scan text by:

• Presenting key conclusions at the start.
• Presenting information in order of importance.
• Presenting detailed or background information.
• Providing links to related or background information.

Keep content clear and concise.

Use the full organisation name on each page.

Use a house style.

Use Alt Text to convey the same meaning as the images or media.

Use good quality, relevant images that add to or support your text content.

Content Quality Checklist

Make sure your content is up-to-date.

Use correct spelling and punctuation.

Be consistent with terms and formats.

Put a content quality process in place:

• Assign a designated manager with responsibility for content.
• Put in place a content review process before information is placed on your website.

Links Checklist

Link descriptions should be short but descriptive.

Link descriptions should describe the target that they link to.

Link descriptions should avoid ‘click here’ type terminology.

Titles Checklist

Use key phrases and terms that people are likely to use.

Select a key phrase for your title (fewer than 70 characters).

Descriptions Checklist

Descriptions should be factual and accurately reflect the content.

Descriptions should be less than 156 characters long, including spaces.