1) Start with search intent & information architecture

Headings are not decoration—they’re the spine of your page’s IA. For UK schools, parent tasks shape intent:

• Navigational: “Term dates”, “Absence reporting”, “Uniform”.
• Transactional/enquiry: “Book a school tour”, “Admissions form”, “Prospectus”.
• Informational: “SEND provision”, “Clubs timetable”, “Ofsted reports”.

Map intent to a heading ladder: H1 states the outcome; H2s segment key questions; H3s break detail. This mirrors guidance to use descriptive headings and a logical hierarchy. (Source: Google SEO Starter Guide)

2) Pattern library: headings per template (copy-ready)

<h1>Admissions: How to Apply for [Year]</h1><h2>Key Dates</h2><h2>Eligibility & Oversubscription Criteria</h2><h2>Application Steps</h2> <h3>Step 1 — Prepare documents</h3> <h3>Step 2 — Submit your application</h3> <h3>Step 3 — What happens next</h3><h2>Appeals</h2>

<h1>Term Dates [Academic Year]</h1><h2>Autumn Term</h2><h2>Spring Term</h2><h2>Summer Term</h2><h2>INSET & Holidays</h2>

Keep headings descriptive and concise. Avoid stuffing; Google emphasises people-first content and clear structure. (See Helpful content)

3) Accessibility alignment (WCAG-aware headings)

• Programmatic structure: Use real <h1>…<h6> elements. Screen readers rely on heading navigation. (WCAG reference: Quick Ref, technique H42)
• Logical sequence: Avoid big level jumps (H1 → H4). The spec allows flexibility, but predictable ladders are best for assistive tech.
• Meaning before style: Don’t pick heading levels for size; style with CSS.

4) Multi-site (MAT) governance: keep headings consistent

Trusts need consistency across multiple school sites without freezing creativity. Use a lightweight content design standard:

5) Avoiding cannibalisation: “header tags” topics without overlap

This article targets strategy and operations—IA, templates, governance—distinct from the beginner explainer (definitions and basics). To avoid competing in the SERPs:

• Link between the two with clear anchor text: “See our beginner guide to H1–H6 basics”.
• Use unique H1/H2 phrasing here (“strategy”, “governance”, “MAT”); keep the other guide focused on “what & how headings work”.
• Ensure internal links point to the right resource for user intent.

6) Operations: pre-publish checks that take 5 minutes

1. H1 sanity: Does it state the page outcome? Is it unique within the site?
2. H2 segmentation: Do H2s reflect common parent tasks/questions?
3. H3 clarity: Nested correctly? No generic labels like “Information”.
4. Title & H1 harmony: Topic aligned but not necessarily identical. (Starter Guide)
5. Anchor links (optional): On long pages, add a contents box that links to H2s via IDs.

7) Examples: transforming vague headings into task-oriented ones

8) Technical notes: HTML, anchors & structured data

• HTML semantics: Headings convey document structure to users and search engines. (Spec: WHATWG Headings & sections)
• Anchors for UX: Give H2s IDs so users can jump to sections quickly (especially on mobiles).
• Structured data: Schema does not replace headings; it complements them. Keep both accurate and consistent. (See Search Central — Structured data)

9) Limited CMS? Still achievable

• Use the editor’s heading styles (not bold paragraphs).
• If you can’t add anchor IDs, place a short “On this page” list that mirrors H2 text.
• Build print-screen cards (below) so staff can screenshot guidance—no downloads needed.

10) Quality assurance: spot issues fast

1. Open the page → right-click → Inspect → check the headings outline (Accessibility pane works well).
2. Scan for level jumps (H1→H4), duplicate H1s, or headings used as style.
3. Confirm the first H2s match the top tasks parents expect.
4. Re-read headings by themselves; do they tell the story without the body text?

Print-screen checklists (no downloads)

Copy-ready snippets

Anchored contents box (long pages)

<nav aria-label="On this page"> <h2 id="contents">On this page</h2> <ul> <li><a href="#key-dates">Key Dates</a></li> <li><a href="#eligibility">Eligibility & Criteria</a></li> <li><a href="#steps">Application Steps</a></li> </ul></nav><h2 id="key-dates">Key Dates</h2><!-- content --><h2 id="eligibility">Eligibility & Criteria</h2><!-- content --><h2 id="steps">Application Steps</h2><h3 id="step-1">Step 1 — Prepare documents</h3>

Accessible, descriptive headings (Admissions)

<h1>Admissions: How to Apply for September 2026</h1><p>Short intro explaining who this page is for.</p><h2>Key Dates</h2><h2>Eligibility & Oversubscription Criteria</h2><h2>Application Steps</h2>

Measurement & governance KPIs

FAQs (Featured Snippet-ready)