It’s remarkable, actually, how many UK businesses still don’t have a website and those that do rarely stop to think about copy. They will often spend money on web designers and then imagine that because they know how to write their employees can generate the text.

That’s really like asking Richard from Accounts to rustle up lunch for the visiting executives from Japan because he likes to cook for his family.

If you want something done professionally you should really hire professionals!

Just to add for anyone coming to the article since it was written that 60 characters is a wise maximum these days for your title tag – anything more may be cut short in the results pages of some search engines. For meta descriptions, no more than 160 characters if you want to avoid the text being truncated by the likes of Google. That said, Google tends to be pretty ruthless in ensuring the description is tied very closely with the search terms and will often ignore your meta description in favour of one it cobbles together from the page content.

Thanks!