One clear job per page
A page works best when its main question can be expressed in one sentence. A service page might explain a specific job; an area page might clarify coverage; a contact page should remove friction from getting in touch.
This does not mean using very little text. It means every section supports the same customer task.
Write the visible hierarchy first
Start with a descriptive page title, one clear main heading, a short lead and sections that answer the next likely questions. Google uses titles, main visual headings, other prominent text and link wording when it creates title links, so a coherent hierarchy gives it better signals.
- Descriptive, concise page title
- One distinctive H1
- Subheadings that answer real questions
- Links with meaningful wording
Treat the meta description as a summary
Google primarily creates snippets from page content and may use the meta description when it describes the page more accurately. It can show different snippets for different searches.
Write a useful, page-specific summary rather than treating the description as a fixed advert that Google must display.
Connect related pages
Important pages should be reachable through normal links. Logical navigation helps customers move between a service, its evidence, pricing and contact information, and it gives crawlers a path to follow.