Start with the outline, then the styling
A heading tells the reader what the following section covers. On a phone, the heading outline may be the first thing a busy customer reads. A useful outline lets them locate service scope, eligibility, pricing information, proof, and the contact step without reading every sentence.
W3C explains that headings communicate organization and support navigation through assistive technology. Its guidance recommends a logical hierarchy and avoiding skipped levels where possible. This is an accessibility and structure practice; it is not a secret keyword formula.
Use a customer decision to build the outline
For a fictional house painter, our recommended outline begins with Interior Painting in San Jose as the main heading. The next level could include Rooms and Surfaces We Paint, How We Prepare Your Home, How Estimates Work, Recent Interior Projects, and Request a Painting Estimate.
Under preparation, a third-level heading might distinguish Furniture and Belongings from Surface Repairs. Those are subsections of preparation, so they belong beneath it. A new major section about estimates returns to the second level. You do not need a third level just because the design has another card or box.
Make headings specific enough to scan
A page full of Why Us, Our Process, and More Information is difficult to understand out of context. Rewrite each heading so it carries information: What Your Painting Estimate Includes tells the reader more than Our Promise. The text underneath should answer that heading directly before introducing another idea.
Try the outline-only test. Copy just your headings into a document and ask whether the sequence describes a complete customer journey. If an important decision is missing, add a section. If two headings promise the same answer, combine them. This exercise improves the structure before you spend time polishing paragraphs.
Apply semantic headings in the editor
Choose the heading setting in your website builder instead of making ordinary paragraph text large and bold. Our practical default is one obvious H1 for the page topic, H2 for main sections, and H3 for genuine subsections. Styling can then make these levels fit your design.
Google can use headings when generating search title links. Our recommendation is to make the page topic obvious, while letting section headings describe the customer questions they actually answer.
Check common template mistakes
Inspect the published page, not only the draft. A theme may label every service card as H1, skip from H2 to H5 for visual reasons, or add a large hidden title that competes with your visible one. Ask your developer to correct the template when the editor cannot control the output.
Also check the wording of expandable FAQ headings, contact panels, and footer sections. The page should remain understandable when headings are read in sequence. Do not create empty headings to add spacing. Use layout controls for spacing and heading elements for content organization. Finally, read the page on a phone and make sure each section earns its place.
Your practical checklist
- Write a heading-only outline before formatting.
- Use a clear main heading for the page topic.
- Nest subsections beneath the relevant main section.
- Use actual heading controls in the editor.
- Review the published outline and mobile page.
Written with AI-assisted research and drafting, with source checks and editorial review for this guidebook. Platform facts link to official documentation. Examples and recommendations are our own; no client results are implied. Sources reviewed October 8, 2026. About Getting Found Local