Have you ever looked at a webpage and thought, “I’m lost”?

You typed in your Google search term looking for one piece of information (I’m looking at you, “quick and easy pasta recipes”), and instead, you find yourself confronted with an endless stream of text. So you move on to a “better” site. 

There have been a few instances where I’ve been reviewing website copy for clients. And often, the first thing I notice is that the pages of content they direct me to don’t have headings. 

It’s a quick fix that can have a significant impact. But why are headings important? Well, for many reasons. 

Headings give content structure

Imagine you opened a book and there were no chapters. You might keep reading it, but it would certainly make the information feel a lot harder to digest.

With digital content, in particular, your readers want information, and fast! Headings help with this by providing a wayfinding system, structure, and flow for the content.

These elements are vital because if readers don’t sense that your content is what they’re looking for, they’re more likely to “bounce” from your site onto another, which could affect your ranking on search engines. Google doesn’t want to serve up sites that people aren’t finding useful in relation to their search terms.

So, for example, if you were to look up “self-assessment tax return”, you don’t want to see a wall of text explaining the ins and outs of this already complicated subject. Instead, you want to see that the content includes information on registering for self-assessment, the deadlines for submitting your tax return, and so on.

How do you quickly identify those elements? That’s right. Headings!

If you provide headings, just like chapters in a book, readers can quickly jump to the info they need. Or, if they need all the content, it still gives them a nice flow of steps to follow.

Headings give information to search engines

The internet is, essentially, the biggest library in the world.

There are over 1 billion sites on the web today, so search engines must sort through a massive amount of data and content to figure out which search results are most relevant.

Their algorithms take many things into account, including the aforementioned bounce rate. The use of headings is one of them.

By including headings, you’re explicitly telling Google what your webpage is all about and what the audience can expect to learn from you.

It’s difficult to say whether search engines will mark your site down in the rankings if you don't have headings. But doesn’t it make sense to give search engines as much information as possible so they can “figure out” your site quicker?

Headings make your site more accessible

Accessibility is a vital part of modern web design and digital content production. It’s about making sure that all users can easily use your website. It, therefore, must account for a range of impairments, both permanent and temporary.

Headings are essential here as users who use screen readers can navigate through content using headings. The larger text of the headers can also help guide the eye around the page, giving your readers an easy-to-understand table of contents.

So now that you know the benefits of headings, how should you use them?

Heading hierarchy

Digital headings are split into a numbered hierarchy. This structure is similar to traditional writing, comprising headings, subheadings, sub-sub headings, etc. And it goes like this:

H1 Headings

This is your primary heading which tells the reader what this page is all about. Because of this all-encompassing function, you should only have one H1 heading on your page.

H2 Headings

H2s are your subheadings, essentially providing readers with the “chapters” of your content. Used correctly, these break down the content into more accessible chunks.

H3 Headings

H3s are those small sub-sections within chapters which break down the content even more.

H4-H6 Headings

The list can go on, but for web copy, you’re generally only going to need H1-H3 headings.

Using headings

There are three things to keep in mind when using headers in your content:

Keep to the heading structure - i.e. don’t have an H1 heading followed by H3s instead of H2s. Stick to the hierarchy order.

Try to include your key search term in your headings, but don’t overdo it. Your key search term, or synonyms of that search term, should only be included if it feels natural.

Example

Search term - “Self-assessment tax return”

• H1 - Your Guide to Self-Assessment Tax Returns

• H2 - Should I Be Filing a Self-Assessment Tax Return?

• H2 - How Do I Register for Self-Assessment?

Your headings should not be misleading. The paragraph following the heading should provide the information that the header alludes to. If it doesn’t, this will frustrate the reader and nudge them toward bouncing away from your page.

So, there you have it. Get those headings in, and you’re on your way to providing an aesthetically pleasing and valuable resource for your audience.

If you’re thinking about reviewing your website copy, feel free to get in touch, and I’ll be happy to help. Or can take a look at my blog for more website copywriting tips.