Page title

A well written page title tells the user what the page is about and helps them decide if it’s relevant to them, from search results as well as from the page itself.

Your page title must:

• be clear, active and descriptive (our design principles)
• not be the same as any other page
• contain the words that users use, so it comes up in search results
• make sense by itself, in search results or a list of page titles
• use sentence case
• be 65 characters or less (including spaces), as this is what most search engines display and longer titles are harder to understand
• be frontloaded

Your page title must not:

• include any unnecessary words
• be a question
• contain acronyms or abbreviations, unless they’re well known, such as 'EU'
• use gerunds (-ing words)
• contain dashes or slashes (our punctuation guidance)
• end with a full stop

Use a colon to break up longer titles. For example, 'Tenancy agreements: a guide for landlords'.