Set one clear page purpose
Decide which visitor need a page should serve, then use a descriptive title and one clear H1 that reflect its actual content. Write a useful meta description as a concise search-result summary, not a ranking guarantee. Avoid repeating keyword variations where normal language is clearer.
Make the content scannable
Organise the subject with descriptive subheadings, short paragraphs and examples that answer likely follow-up questions. Explain limitations, process and next steps where they matter. Use original images or appropriate licensed assets, with alt text that describes meaningful image information rather than a string of target phrases.
Connect related pages
Add contextual internal links when they help someone take a relevant next step. Use link text that describes the destination. Check mobile readability, form labels, broken links and page loading. Revisit the page when the service, policy or evidence changes.