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  • use a maximum of 3 levels of nested headings (heading 2, heading 3, heading 4 - note: the page title is equivalent to heading 1) 
  • help users to and search engines scan your page by following the hierarchical order of headings: <h1> headings should be used for main headings, followed by <h2> headings, then the less important <h3>, and so on
  • write clear headings which let the user know what they'll find in the following section so they know if that's what they're looking for
  • headings should be a maximum 60 characters including spaces - because search engines cut off longer titles when displaying search results 
  • do not use colons at the end of headings
  • break up blocks of text with sub-headings to help users scan your content
  • use subheadings every 2-4 paragraphs.

Paragraphs

  • try to vary paragraph lengths, so readers can tell them apart and find their way as the page scrolls down.
  • short is good. Even one sentence. Aim for no more than 3 or 4 sentences.
  • each paragraph should have just 1 main idea

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