Tip 14 of 31: Use Headings That Match Real Questions

The subheadings inside your content do more than divide the page.

Clear headings help readers understand what each section covers and navigate directly to the information they need. They can also give search engines and AI-assisted systems clearer context about the structure and subject of the page.

The Problem With Generic Headings

Generic subheadings such as “More information”, “The next step” or “Why this matters” may make sense when someone reads the entire page in order.

On their own, however, they say very little about the content that follows.

This makes the page harder to scan and can be especially unhelpful for readers who navigate through headings using assistive technology.

What Good Headings Look Like

Think about the questions your customers ask during sales conversations, in emails or at events.

Those questions can often become useful headings.

Examples relevant to a recruitment website business include:

• How much does a recruitment website cost?
• Can I integrate my ATS with a new website?
• How long does the build process take?

Each heading describes the subject that the section beneath it should answer.

A reader scanning the headings can understand what the page covers and move directly to the relevant section.

Should Every Heading Be a Question?

No.

Question-based headings work particularly well when the content provides a direct answer to something customers genuinely ask.

Descriptive headings can be equally effective. For example:

• Recruitment website pricing
• Available ATS integrations
• Our website build process

The important point is that the heading clearly and accurately describes the content that follows.

Do not turn every heading into a question simply to imitate a search query. Use the format that is clearest for the reader.

Match the Heading to the Content

A heading creates an expectation.

If the heading asks, “How much does a recruitment website cost?”, the section should provide useful pricing information rather than a vague sales message.

If a complete answer cannot be given because the cost depends on several factors, explain those factors clearly and identify what information is needed to provide an accurate price.

Headings should not promise information that the section does not deliver.

Why Clear Headings Matter

One of our clients generated £45,000 in placement fees from their website in a single month.

Clear headings help readers find the information that matters to them and understand how different parts of a page relate to one another.

They can also provide useful structural context for search engines and AI-assisted systems. However, question-based headings do not guarantee rankings, inclusion in AI-generated answers or citations.

The primary purpose of a heading should always be to describe and organise the content for the reader.

Use Proper Heading Markup

Apply genuine HTML heading elements rather than styling ordinary paragraphs to look like headings.

The page title will normally use an H1. Main sections can then use H2 headings, with H3 headings for subsections where required.

Use heading levels to represent the content hierarchy rather than choosing a level because of its visual size. Your website’s design should control how each heading looks.

A logical heading structure helps people using assistive technologies understand the page and move between its sections.

What to Do

Review the headings on your homepage, service pages, guides and blog articles.

For each one, ask:

• Does this heading explain what the next section covers?
• Would it still make sense if viewed without the surrounding paragraphs?
• Does the content beneath it fulfil the expectation it creates?
• Is it marked up as a real heading?
• Does it fit logically within the page hierarchy?

Replace vague headings with wording that reflects the subject or question addressed in the section.

Up Next

Tip 15 of 31 covers specialist language and how to define important terms clearly without losing readers who are unfamiliar with them.

Frequently Asked Questions

How specific should subheadings be?

Specific enough that a reader can understand the section topic without reading the surrounding text.

If a heading only makes sense in context, it can usually be made clearer.

Should subheadings always be phrased as questions?

No.

Questions work well for FAQ-style content and educational articles. Descriptive headings such as “Integration options” or “Pricing structure” can also work effectively.

The goal is clarity, not a fixed format.

How many subheadings should a page have?

Use as many as the content naturally requires.

One subheading for each main topic is a reasonable guide. Avoid adding unnecessary headings that divide very short passages without helping the reader.

Can subheadings affect search rankings directly?

Clear headings can help search engines understand a page’s structure and subject, but changing an H2 or H3 does not guarantee higher rankings.

Headings should primarily help readers understand and navigate the content.

What if my current website does not allow me to customise subheadings?

Most content management systems provide options for applying H2 and H3 heading formats.

If your platform does not, ask your developer whether the editor or page template can be updated. Do not use bold paragraph text as a substitute for proper heading markup.

Darren Revell, Co-Founder, RecruiterWEB