Writing Clear, Useful Headings
- What makes a heading effective
- How to write headings that help readers and search engines
- When headings add clarity — and when they don't
Headings are signposts, not slogans
A good heading tells the reader: “This section covers this.” It doesn’t need to be clever, vague, or build suspense.
Headings are functional. Their job is clarity.
What makes a good heading
Effective headings are specific, descriptive, and honest about what follows.
For example:
- Weak: “Getting Started”
- Strong: “How to Update Page Content Safely”
The second tells the reader exactly what to expect.
Match the heading to the content
A heading should accurately describe the section beneath it. Problems arise when:
- The heading promises one thing, but the content delivers another
- A heading is too broad for the content
- Multiple sections use similar headings for different ideas
If the heading and the content don’t match, trust is lost — for users and search engines.
Use natural language
You don’t need to force keywords into headings, repeat the same phrasing across the page, or optimise every heading.
Instead:
- Write headings the way you’d explain the section to a colleague
- Use plain, natural language
- Be specific where possible
Search engines are good at understanding variations in wording.
Headings should stand alone
If someone skimmed only the headings, would they understand the page?
If the answer is yes, your headings are doing their job.