Begin with one clear H1
The primary heading should describe the main purpose of the page. Most small-business pages benefit from one H1 that closely matches what a visitor expects after clicking. It can include a service and location when that wording is natural, but clarity should come first.
Use H2 headings for major sections
Each H2 should introduce a distinct part of the page, such as services, process, common questions, service area, or next steps. A visitor who reads only the H1 and H2 headings should still understand the basic story.
Use H3 headings only beneath an H2
An H3 is a subsection, not simply a smaller visual style. If an H2 introduces “Our SEO Services,” H3 headings might cover technical SEO, local SEO, and content. Keep the hierarchy logical instead of choosing levels based on appearance.
Write headings for people first
Descriptive headings can naturally contain relevant words without repeating the same keyword in every section. Avoid vague labels and avoid turning every sentence into a heading.
Check design and accessibility
Heading size, spacing, and contrast should make the hierarchy visible on desktop and mobile. Do not use bold paragraphs as a substitute for real HTML headings; assistive technology depends on the underlying structure.