Why the right use of headers on your web page is essential

Why the right use of headers on your web page is essential

The correct application of headers (headlines) to your website is not a detail, but a crucial part of both search engine optimization (SEO) and digital accessibility. However, we still often see that headers are used incorrectly. Think of multiple H1s on one page or an H3 that was only chosen because it “looks good”.

In this article, we explain why you should only use one H1, how to build a logical hierarchy with H2 and H3, why style and structure are often confused, and how you can easily check this with a free tool.

The role of headers in your content structure

Headers structure the content of a page — just like chapters and sections in a book. They help visitors scan what's on a page more quickly and support search engines in understanding the structure.

Why are headers important?

• For SEO: Search engines analyze the header structure to determine what the page is about. A clear hierarchy helps you to be found better.
• ‍For accessibility: Screen readers use headers to guide visually impaired users through the page. A good structure provides overview and navigability.

One H1 per page: the foundation

The H1 is the main header of your page and may only appear once. It's the digital equivalent of the book title: unique, leading, and top.

• Raise the H1 as high as possible on the page.
• Use it for the main message or topic.
• Avoid multiple H1s, even if it looks better. This leads to confusion among search engines and accessibility tools.

H2, H3 and beyond: structure in layers

Follow after the H1 H2s, each of which denotes a main section. Underneath, you use H3s for subsections. For larger pages or more detailed sections, you may want to continue with H4s, but H2 and H3 are usually sufficient.

Example structure:

• H1: Our Services
  
  • H2: Branding
    
    • H3: Logo Development
    • H3: Brand guidelines
  • H2: Web Design
    
    • H3: UX design
    • H3: Web development

Important: Do not skip levels. So don't jump from an H2 directly to an H4, because that breaks semantic logic.

Why headers are often misused

The biggest cause of misuse lies in the confusion between style and structure. This usually occurs when creating new pages or messages in a CMS, such as WordPress, Webflow or a customized solution. During the initial building a website the styles for headers (H1 to H6) are defined in the style sheet. Each header has a visual style: for example, an H3 that is smaller and more subtle than an H2. When someone adds content later, they often choose a header based on how it looks, rather than what the headline means.

Common mistakes:

• Use an H3 because it looks visually calmer, even if it should be an H2 in terms of content.
• Use multiple H1s, for example above sections, because they stand out nicely.
• Skip levels or use them interchangeably because it “fits better” in terms of layout.

The result: an illogical structure that search engines and screen readers cannot follow properly. This affects both your findability and the accessibility of your website.

How do you prevent these errors?

1. Separate style from structure
2. Never let design take precedence when choosing a header. Do you want an H2 to look less conspicuous? Then use a separate CSS class for styling, but leave the header level correct in terms of content.
3. Work with a clear content guide
4. Make sure everyone who posts content knows what H1, H2, and H3 mean. A short editorial guide or a training course for your team prevents many mistakes.
5. Build smart templates. Let you web builder whether designer pre-create components that already have the correct headers properly incorporated. This makes it harder to accidentally make the wrong choices.
6. Check your headers with Accessibility Insights. Use the free Accessibility Insights for Web browser extension (developed by Microsoft) to verify that your headers are structured correctly. The tool analyses your page and shows the header structure that a screen reader or search engine experiences. Download the extension here: https://accessibilityinsights.io

Watch the video where I show you step by step how to work with this. With this tool, you can quickly check whether you're using multiple H1s, skipping levels, or having an illogical hierarchy. Ideal for content managers, marketers and developers.

Conclusion: structure is just as important as form

A correct header structure is essential for a professional website. It makes your content easier to find, more accessible and easier to read.

So use one H1 per page, follow a logical structure with H2s and H3s, and don't let style guide your choice. Regularly check your pages with a tool such as Accessibility Insights and make sure everyone who works with content understands how headers work.

Need help structuring your content or improving your digital accessibility?

Ambasco thinks along with you — from branding to web design, content and e-learning. Feel free to contact us.

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