Heading tags: improving accessibility and SEO

Good webpage structure helps users, screen readers and search engines understand your content.

By using headings, paragraphs and lists correctly, you can make your webpages easier to read, navigate and find.

What are heading tags?

Heading tags create the structure of a webpage:

• H1 – Main page title
• H2 – Main section headings
• H3 – Subsections
• H4-H6 – Additional levels where needed

Think of headings as the chapters and subchapters of a book.

How to create headings in T4

Most University webpages automatically use the page title as the H1 heading, so you’ll usually start your page content with a Heading 2.

To add a heading in T4:

1. Highlight the text you want to turn into a heading.
2. Select the Format dropdown in the content editor toolbar.
3. Choose the appropriate heading level:
   • Heading 2 for major sections
   • Heading 3 for subsections
   • Heading 4 for more detailed subsections
4. Continue writing your content underneath the heading.

For example:

• H1 – Open Days (page title)
  • H2 – Travelling to Exeter
    • H3 – Travelling by train
      • H4 – Buying a ticket
      • H4 – Planning your journey
    • H3 – Travelling by car

If you’re unsure how to apply heading styles, see our guide to creating and editing headings in T4.

Why headings matter

Accessibility

Many screen reader users navigate webpages by headings. A logical heading structure helps users:

• Understand the page layout
• Jump between sections
• Find information quickly

SEO

Headings help search engines understand:

• What a page is about
• Key topics and subtopics
• Relationships between content sections

Use paragraphs and lists correctly

Paragraphs should be used for body content.

Lists should be used whenever you’re presenting related information:

Support available includes:

• Wellbeing support
• Disability advice
• Financial guidance
• Study skills assistance

Use numbered lists when the order matters:

1. Create an account.
2. Complete the application.
3. Submit supporting documents.
4. Receive confirmation.

Common mistakes

Skipping heading levels

Avoid:

• H1
  • H3
    • H5

Instead use:

• H1
  • H2
    • H3

Using headings for styling

Don’t choose a heading because it looks bigger. Use headings to define page structure.

Using bold text as a heading

Bold text isn’t a heading. Always use the heading styles provided in T4 or WordPress.

Creating manual bullet points

Use the built-in list tools rather than typing dashes or symbols manually.

Before you publish

Ask yourself:

• Does the page have a clear title?
• Are headings used in a logical order?
• Is content organised into paragraphs?
• Have related items been grouped into lists?
• Are numbered lists used for processes and instructions?

Final thoughts

Correctly using headings, paragraphs and lists is a simple change that can make a big difference to accessibility, usability and SEO. Taking a few moments to structure your content properly helps create a better experience for all users.

For more information about heading tags and SEO, see Moz’s guide to H1 Tags: What They Are & Best Practices for SEO.