Sharepoint - Getting page title of site in Page Layout

Add

<SharePoint:FieldValue FieldName="Title" runat="server"/>

for Page title or

<SharePoint:ProjectProperty Property="Title" runat="server" />

for Site title

in one of the ContentPlaceHolders in the PageLayout, for the body in the

<asp:Content runat="server" ContentPlaceholderID="PlaceHolderMain">

You can do it using Design manager, using the following snippet:

<h1 id="custom-pagetitle">
<!--MS:<asp:ContentPlaceHolder ID="PlaceHolderPageTitleInTitleArea" runat="server">-->
    <!--CS: Start Page Field: Title Snippet-->
    <!--SPM:<%@Register Tagprefix="PageFieldFieldValue" Namespace="Microsoft.SharePoint.WebControls" Assembly="Microsoft.SharePoint, Version=15.0.0.0, Culture=neutral, PublicKeyToken=71e9bce111e9429c"%>-->
    <!--MS:<PageFieldFieldValue:FieldValue FieldName="fa564e0f-0c70-4ab9-b863-0177e6ddd247" runat="server">-->
    <!--ME:</PageFieldFieldValue:FieldValue>-->
    <!--CE: End Page Field: Title Snippet-->
<!--ME:</asp:ContentPlaceHolder>-->
</h1>

In MSDN docs you can find this explanation of the comment tags above:

A snippet contains four basic sections:

Header with starting <div> and <!--CS> tags (except custom ASP.NET snippets, which are not wrapped in a <div> tag)

SharePoint markup where snippets are enclosed in <!--MS> start and <!--ME> end tags

HTML preview enclosed in <!--PS> start and <!--PE> end tags

Footer with closing <!--CE> and </div> tags.