The search result decides whether someone visits your firm website at all. All they see there is the page title, the address and two lines of description. Here you can check whether these lines appear in full and say what matters: what you offer, where and for whom.
Why the tool measures pixels, not characters
In the search results, only a certain width is available for the title, measured in pixels. How many characters fit depends on the letters: “Wirtschaftsprüfung” takes up more space than a word of the same length with lots of “i” and “l”. Character counters are therefore often off. This tool sets your text in the font of Google’s results and measures where it gets cut off.
How firms should word titles and snippets
A proven structure is “service or area of law + location – firm name”, for example “Tax adviser in Vienna-Neubau – Steuerberatung Muster” or “Employment lawyer in Graz – Kanzlei Muster”. What people type in comes first, who you are comes last. That way, the title matches the search and is still unmistakable.
The description should say what the page actually offers. For a tax advisory firm, that could be the target group and core services, for a law firm the areas of law and the way to a first appointment. Precise details like “Initial consultation by appointment, also by video” are more convincing than general promises.
The same professional rules apply to these texts as to any other advertising: they must be factual and truthful. Only those who have been awarded the title may write “Fachanwalt” (certified specialist lawyer; Austria has no such titles), only those who can prove the experience may write “specialist”, and superlatives such as “the best firm” have no place at all.
