Page titles and meta descriptions that get clicked: 40 examples by profession

What the title and description do

• The page title (the HTML title element) is the blue link in Google’s results and the label on a browser tab. Google says it uses several sources to decide what link to show, with your title element as the main one, and that the title is also used for ranking even if Google shows different text.
• The meta description is a short summary you write in the page’s code. It is not used as a ranking signal, but Google often uses it, or text from the page, as the snippet under the link. A good one persuades the right people to click.
• Google may rewrite either, especially when it thinks another part of the page better answers the search. Write them as well as you can; you cannot control the rest.

Length: a rule of thumb

Search results truncate by width, not by an exact number of characters, and the width differs between phones and computers. As a rule of thumb, keep titles to about 60 characters and descriptions to about 150 to 160, with the most important words first. Longer text is not a penalty; it just may be cut off.

The formulas

Page title

[Name], [Profession] in [City] | [Specialty or reason to choose]

Anna Weiss, Physiotherapist in Bristol | Sports Injuries
Dr. Ben Foster, Family Dentist in Austin, TX

Meta description

[Name] is a [profession] in [city] who helps [whom] with [what]. [One proof or differentiator]. [Reason or invitation to act].

Anna Weiss is a chartered physiotherapist in Bristol treating sports injuries, back pain and post-surgery recovery. Appointments Monday to Saturday.

Put the facts first and the invitation last. Mention something clients care about, such as fixed fees, languages spoken, same-week appointments, or online booking, as long as it is true and visible on the page.

Weak and strong, side by side

40 examples

All the people and practices below are invented, and the credentials they mention are examples, not real. The European examples are written in the local language, because that is how clients there search; lengths were checked when they were written, with titles at about 60 characters or fewer and descriptions at 160 or fewer. Copy the pattern, not the wording, and only claim what is true of you and allowed by your regulator.

United States

United Kingdom

Europe

Rules for regulated professions

• Avoid superlatives and unverifiable claims: “best”, “leading”, “top-rated”, “number one”. Many regulators and advertising authorities restrict them.
• Do not promise outcomes: “guaranteed”, “cure”, “win your case”.
• State qualifications accurately, with the title your regulator allows.
• Be careful with comparisons to other practitioners, and with “specialist” unless you are recognised as one.
• Check the advertising code of your regulator or professional body. This guide is general information, not legal advice.

Mistakes to avoid

• The same title and description on every page.
• A title that is only your business name, or just “Home”.
• Stuffing in keywords and cities you do not serve.
• All capitals or lots of symbols and emoji.
• A description that repeats the title, or is a list of page names.
• Changing the title on a whim. Update it when your name, profession or place changes, not weekly.
• Forgetting the city. For local professionals, the place is half the search.

How to set them

1. Find the SEO or page-settings area of your website tool and look for the page title and meta description fields.
2. Write the title with the formula, then count the characters.
3. Write the description with the formula, and check it reads well on its own.
4. Search for your own page a few weeks later to see what Google shows. If it has rewritten the title or description, check whether the page itself says what you want to be shown.
5. Update them whenever your details change.

How BeVisible sets them

BeVisible writes your page title automatically in the form “Name, Profession in City”, and builds the description from your introduction, adding your place if it is missing. In the “SEO & sharing” step you can write your own title and description, and see how they will look in Google. You can build and preview free, and publish free for 7 days with no card needed; after that one yearly plan keeps a website online, and one plan covers one website. Start from a photo or type your details.