Many business owners tell me: the website ranking went up, but traffic still hasn't moved.
Open Baidu and search, and the problem shows up right away — the title reads like a company profile, and the description reads like a slogan. Users scan it and have no idea what problem you can solve, so naturally they don't click.
The title and description of a business website are the only two lines that can "speak" in search results. Ranking determines whether you're seen; these two lines determine whether you're clicked. Today we'll break this down thoroughly.
1. First, Be Clear: What Words Are Users Searching?
Before writing a title, don't rush to stuff in keywords. You first need to answer one question: What are your target customers typing into Baidu?
Let's take a specific scenario. A company making industrial equipment had a homepage title before redesign that read "XX Technology Co., Ltd. - Professional Quality, Trustworthy." After the redesign, it was changed to "Industrial Dust Removal Equipment Manufacturer_Workshop Dust Treatment Solutions-XX Technology."
The result was direct: the latter brought in noticeably more inquiries. The reason isn't complicated — the former is self-praise, while the latter uses the actual words users search with.
In practice, remember three points:
- Put the core keyword first. Baidu gives higher weight to the first 20 characters of a title, and users' eyes also land there first.
- One page should focus on one main keyword. The homepage targets brand terms + industry terms, category pages target service terms, and don't stuff ten keywords into one page.
- Don't start with "professional," "leading," or "one-stop." Users are already immune to these words; they take up space and bring no traffic.
Pitfall to avoid: don't turn the title into a vertical-bar pileup like "Website Development|Mini Program Development|App Development|Business Website Building|..." just to gather keywords. Baidu will flag it as keyword stuffing, and users find it exhausting to read.
2. How to Write the Title: Structure Matters More Than Inspiration
A title isn't an essay; it has a formula.
General structure: core service keyword + differentiator + brand name
For example, a page for business website development could be written as:
> Business Website Development_Custom Official Website Building Cost-MIC Studio
The first half is what users will search for, the middle is the "how much does it cost" that users care about, and the end is the brand. Keep the length within about 30 Chinese characters. Baidu mobile roughly displays around 17 Chinese characters, so the most important information must be placed first.
Now look at pages for Mini Program Development and App Development:
> Appointment Mini Program Development_How to Build a Store Appointment System-MIC Studio
Why is this way of writing good? Users searching "appointment mini program development" can match it, and users searching "how to build a store appointment system" can also match it. Moreover, terms like "how to" often carry clear demand, so click intent is higher.
Pitfall checklist:
- Don't include more than two brand names in a title, as they will compete for weight.
- Don't use full-width spaces or pile up special symbols; Baidu may truncate them directly.
- Every page title must be unique. Copy-pasting is a major SEO taboo.
3. How to Write the Description: Don't Make It a Second Title
Many people treat the description as a repeat of the title, which is a waste.
The role of the description is to complete what the title didn't finish saying and create a reason to click. In search results it usually displays in two lines, about 78 Chinese characters, and even fewer on mobile.
Three elements of a good description:
1. Include the core keyword — when the word the user searched appears, Baidu bolds it, making it more visually prominent.
2. Provide specific information — price range, timeline, scope of service are more useful than adjectives.
3. Include a hint of action — phrases like "you can view the proposal first" or "free evaluation available" get more clicks than "welcome to inquire."
For example, the description for a business website building page could be written like this:
> How do you develop a business website? From domain name and server to page structure, explained clearly in one go. Supports responsive design for PC and mobile, includes a backend management system, making it easy to edit content yourself later. You can review similar cases before deciding.
This passage contains the core keyword, specific deliverables, and an action hint. Users can tell at a glance what they'll get by clicking in.
Pitfall to avoid: don't write descriptions like "Our company was founded in XX year and upholds the philosophy of honest operation." Such words have zero value for users and waste two lines of prime space.
4. Numbers and Scenarios Are Click-Through Rate Amplifiers
The same meaning, phrased differently, can make a big difference in click-through rate.
Compare:
- A: Business website development services, professional team, quality guaranteed
- B: Business Website Development_Launch in 7 Days with Backend-XX Technology
B is better because it provides certainty. What users fear most is "not knowing how long it will take, how much it will cost, or whether they can modify it themselves."
Another example: for needs like backend management systems, users often search "how much does backend management system development cost" or "can the admin backend integrate with existing systems." If the title and description directly respond to these two questions, the click-through rate will naturally be high.
There's a detail here: numbers must be real. If you write "launch in 7 days," it really must launch in 7 days. If you write "free evaluation," it really must be free. If promises and delivery don't match, the traffic you get will still turn into bad reviews.
5. When It's Suitable to Work with MIC Studio
If you're only changing two lines of title, you can do it yourself; there's no need to hire anyone.
But in the following situations, handing it to a professional team is more efficient:
- Overall official website redesign: not just titles and descriptions, but also information architecture, page speed, and mobile adaptation. These are all connected.
- Planning to do Mini Program Development or App Development: search entry points, page titles, and landing page logic need to be planned together. Doing them separately easily causes conflicts.
- Backend management systems: although internal systems don't rely on search for customer acquisition, page structure and permission design affect long-term maintenance costs.
- Website security testing and reverse engineering testing: these involve data and API security and require professional evaluation, so they're not suitable for trying on your own.
MIC Studio does business website development, mini program development, App development, and script development, as well as website security testing and reverse engineering testing. We won't promise you "number one ranking," but we will clarify page structure, keyword placement, and conversion paths together.
Conclusion: Three Actionable Suggestions
First, check your official website's title today. List the titles of every page and see whether any are duplicated, whether the core keyword is placed first, and whether any exceed 30 Chinese characters.
Second, rewrite the description. Delete all adjectives and company slogans, and replace them with specific information users care about: what you do, how long it takes, and whether they can modify it themselves.
Third, verify with real search terms. Throw the title you wrote into Baidu and search it, then see what words competitors are using. Write the way users search.
Titles and descriptions don't cost much, but they are the first door to search traffic. If the door is opened correctly, everything after it becomes meaningful.