How to name pages

The page name is the title of your page and it has to be a clear description of the web page. The name must match the link your site visitors clicked on in the navigation. When they clicked on “About us” in the navigation they expect to end up on a page that’s named “About us” and contains content about your organisation.


  • Make it bigger than the other titles on the page.
  • Use your site visitors’ words.
  • Start with relevant keywords in the first 11 characters.
  • Try to answer people’s questions.
  • Write descriptive titles: Call each thing by its proper name.
  • Be as explicit as you can. Don’t use “Massage” if you can use “Hot Stone Massage”.
  • Insert a call to action to get people to click through to your site (for search engine marketing).
  • Use short names with no more than 60 characters.
  • Summarize the page content in your page title so that the title makes sense even when the rest of the content is not available. Page titles are used for headings in search engine listings, browser bookmarks and RSS headlines.
  • Use names that agree with each other regarding: part of speech, verb tense, plural or singular, capitalization, language, number of words, length of words.
  • Use separations like – or / instead of words like “and” or “also”.


  • Don’t use the same title twice.
  • Don’t use two meanings in one page title.
  • Don’t use jargon: marketing slogans, industry terms, acronyms, slang.
  • Don’t use visual metaphors.
  • Don’t use fancy, or clever names.

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