Website Heading Structure: H1, H2, H3 Rules

Headings are a roadmap for Google and users. If structure is wrong, neither can understand the page.

One H1 only

Each page needs a single H1 that clearly states the topic.

H2 = sections

Use H2 to split content into logical blocks: services, process, pricing, FAQ.

One H1, one focus

The H1 should describe the main topic. Multiple H1s or vague titles confuse both users and search engines.

Sample structure for a service page

1. H1: Service name and value.
2. H2: Who it is for and what problem it solves.
3. H2: Process and timeline.
4. H2: Pricing and packages.
5. H2: FAQ and contact.

Common mistakes

• Using H2 purely for styling, not structure.
• Headings that do not match the content below.
• Long blocks of text without subheadings.

What good looks like

heading structure is not a single decision, it is a system. The goal is to make content scannable and clear for users and search engines. When you treat it as a system, every page, block and CTA supports the same outcome. That is how you reduce friction and increase conversion without adding complexity.

A strong result is usually boring on purpose. It is clear, consistent and predictable. Users should never wonder where to click next, how long delivery takes, or how to contact you. When those questions are answered fast, the rest of the experience feels trustworthy.

Step by step workflow

1. Define the primary goal and the one action you want most users to take.
2. Map the content you already have and what is missing.
3. Build a simple structure around that goal and remove extra choices.
4. Test the critical path on mobile and desktop and fix friction points.
5. Measure outcomes and iterate based on data, not opinions.

Recommended content outline

• Clear value statement that matches the search intent.
• Short explanation of who it is for and what problem it solves.
• Proof elements: reviews, cases, logos, or guarantees.
• Practical details that answer the most common questions.
• Transparent pricing or a simple way to request a quote.
• One primary CTA and one secondary CTA.
• FAQ section with 3 to 6 questions.
• Internal links to deeper guides or related services.

Implementation tips that work in 2026

• Make the next step visible within the first screen.
• Keep forms short and remove optional fields.
• Show delivery, pricing or response times early.
• Use consistent visuals and avoid mixed image styles.
• Make trust signals visible near the CTA.
• Use plain language instead of legal or technical jargon.
• Make mobile the primary design target, not an afterthought.
• Update content quarterly so it stays relevant.

Common mistakes

• multiple H1s
• headings used for styling only
• long blocks without subheadings
• vague titles

Metrics to track

If you do not measure, you cannot improve. Pick one behavior metric and one business metric and watch them every month.

• time on page
• scroll depth
• CTR from search
• lead rate from content pages

Mini case example

A simple improvement often creates the biggest impact. For example, moving shipping info above the fold or showing response time near the contact form can increase conversions without changing anything else. These are small changes, but they reduce hesitation and remove doubt at the exact moment people decide.

The best workflow is to improve one page, measure the lift, and then replicate the winning pattern across the site. That creates consistent results and makes the whole experience feel professional.

FAQ

Quick audit checklist

• Can a first time visitor understand the offer in 5 seconds?
• Is the primary CTA visible without scrolling?
• Is pricing, timing or delivery information easy to find?
• Are trust signals close to the decision point?
• Are forms short and friction free?
• Does the page load fast on mobile?
• Is internal linking guiding the next step?
• Is the content updated within the last 6-12 months?

Next steps

Pick two fixes from the checklist and implement them on one key page. Measure the change in clicks, time on page or conversions. If you see a lift, apply the same logic to the rest of the site. This creates a repeatable system instead of one-off improvements.

Consistency matters more than perfection. A simple, clear page with fast answers usually beats a complex page with too many options. When in doubt, remove choices and keep one strong call to action.

Mini case

A typical quick win is moving key information higher: delivery time, response time, or price. That single change often reduces hesitation and increases conversions without any redesign.

Short FAQ