Heading structure: H1 to H3 explained

Headings are the outline of a page, and a clean one helps both readers and search engines see what it covers.

What it is#

Headings are labels that break a page into sections. They come in levels: H1 is the main title of the page, H2 marks its major sections, and H3 marks sub-points inside an H2. Think of a book: the H1 is the book title, H2s are chapters, H3s are headings inside a chapter. The same ideas appear in the glossary under H1 and heading structure.

Why it matters#

Most visitors skim before they read. Clear headings let them find the part that answers their question, and a visitor who finds it fast is more likely to call or fill in a form. Search engines and screen readers also use headings to understand the topic and layout of a page, so an orderly outline helps people who cannot see the page too.

How to check#

1. Open the page, right-click and choose View Page Source, then search for <h1. There should be exactly one.
2. Search for <h2 and <h3 and read them in order. Read them alone, without the text between. Do they tell the story of the page?
3. Check that no heading level is skipped, such as an H2 followed straight by an H4.

How to fix#

• Use one H1 per page. State the page topic in the words a customer would use, for example "Water heater repair in Spokane".
• Use H2s for the main sections, such as services, pricing, process and questions.
• Use H3s only under an H2 to split a section further.
• Write headings that say something. "How much does it cost?" is better than "More info".
• Change the level in the editor, not by making text big and bold. Most builders have a paragraph or heading dropdown.

Common mistakes#

• Choosing a heading level for its size. Size is a style choice. The level carries meaning, so set the size in the design settings instead.
• No H1, or several. Some themes turn the logo or a banner phrase into an H1.
• Stuffing every heading with the same keyword.
• Using headings for decoration, such as a heading around a phone number or a button label.
• Making the H1 a vague slogan like "Welcome" or "Quality you can trust".

The H1 and the title tag should agree on the topic but need not match word for word; see title tags. If your pages need links between related topics, how to add internal links is the next step.