It’s all about the title and description, baby.

Like a 24-hour diner with a glowing neon sign welcoming weary travelers, the title and description of your website are just as important in encouraging burnt-out web surfers to come in, stay awhile and try the poutine (it’s delicious).

These days, there are so many ways your website can be shared. (And let’s face it, your website should get around. It’s a strapping, attractive, perfectly healthy website that needs to stretch its legs, see the world, make new friends.) Fans can promote your page on social networking sites like Facebook and Twitter, anyone can see your search engine results, and bloggers can chatter all about your staggering genius to their loyal readers. Even as new technologies arrive (ahem, Google+), the same information is pulled from your site to display to the whole world: A website title and description.

These two little details  are the difference between a website that glows like bionic kryptonite or sputters and fails. Writing an engaging title and description begins with knowing your audience, continues with communicating a benefit, and ends with a little magnetic flair.

Know your audience: Whether you’re an interior decorator or a Tae Kwon Do master, you have to know your audience and how to engage them.  Ask yourself: what are my customers looking for?  What interests them? How do they want to be pursued?

Communicate a benefit: Identify the need your customer is searching to fill. What can you do for them? Why should you be the one to do it?

It’s all about you: Add some life to your description with appealing words or funny quips. Sprinkle your sparkling personality. Go ahead and use searchable keywords as you find appropriate, but remember: no one wants to cuddle with a robot. In the same way, your customers will be more likely to click on your site if they get an inkling of your good-nature and accesability.

Let’s get technical: Keep it short and sweet. Follow the 140-character rule, as most descriptions will be cut off if they’re any longer. And, be sure to have a unique title and description for each and every page on your website.

This, plus the startling, artistic beauty of your finely-designed website, is all it takes to bring ’em in, time and time again.