Keep titles short, aim for 65 characters or less as search engines tend to truncate longer titles.

Titles do not end with a full stop.

Use the language of our users, our official name may not be what the public calls it. Use keyword tools to optimise your language for search.

Titles can be different to the official document title. You can use the official title for the attachment or mention it in the summary or page copy if you think users will search for that term.

Front-load titles; the most important words are at the front of the sentence.

Ensure titles are unique. It’s not helpful for people if search results show a list of pages with the exact same title. For example 'Freight Facilities Grant application form' not 'application form'.

Consider using colons:

  • to front-load titles, particularly Welsh language titles; word orders are different in Welsh which may mean a title front-loaded in English isn't in Welsh
  • help users associated small groups of closely related content

if there are a number of pages with a repeated phrase consider changing the title so that the most important area is front-loaded. For example ‘welfare standards for sheep’ and ‘welfare standards for cows’ become ‘Sheep: welfare standards’, ‘Cows: welfare standards’.


Good example: ‘Planning law changes: impact assessment’

Bad example: ‘An assessment of the impact of proposed changes to planning law in Wales’