What headings are for
Headings label sections, from H1 down to H6. The H1 is the main title of the page, H2s are the major sections, and H3s are subsections within those. Think of an outline in school: the numbering reflects hierarchy, not font size.
Readers skim headings to decide if the page is what they need.
One clear H1
Use a single H1 that states what the page is about in plain words, such as Water Heater Repair and Replacement. It does not need to match the title tag exactly, but it should agree with it. Avoid using the business name or a slogan as the H1 on every page.
If your theme puts the logo in an H1 on every page, ask your developer to fix it.
Meaningful H2 sections
Break the page into sections that match the questions a visitor has: what we do, how it works, what affects price, areas we serve, common questions. Each H2 should describe the content under it. Vague labels such as More Info help no one.
Using question phrasing for some headings can match how people search, as long as it reads naturally.
Do not choose headings for looks
Many themes let you pick heading levels to get a certain size. Do not do this. If you want bigger or smaller text, change the style, not the level. Skipping from H2 to H5 or using headings for decorative quotes confuses assistive technology.
Likewise, do not use bold text in place of headings for real sections.
Keyword use without stuffing
Include the main topic naturally in the H1 and a few headings where it fits. Do not repeat the same phrase in every heading. If headings read like a list of search terms, rewrite them for people.
Headings that tell a story of the page, read in sequence, make good summaries.
Browser extensions and accessibility tools can display the heading outline of a page. Look for missing H1s, multiple H1s with no reason, skipped levels and empty headings. Fix template issues once so all pages benefit.
Review new pages before publishing, and keep a short style guide for whoever edits the site.
A tiny example outline
For a drain cleaning service page, the H1 might read Drain Cleaning and Clog Removal. H2s could be Signs You Need Drain Cleaning, How We Clear a Drain, What Affects the Cost, Areas We Serve and Common Questions. Under How We Clear a Drain, H3s might cover camera inspection, snaking and jetting. Anyone can scan the outline and know the page covers their problem. If your own outline reads unclear when stripped of the paragraphs, rewrite the headings before touching the body text.
When several people edit the site, give them a one-page guide: one H1 per page, headings in order, no skipped levels, and no bold text pretending to be a heading. A short reminder prevents the slow drift that makes older sites messy and hard to maintain.
Common questions
Can a page have more than one H1?
HTML allows it, but one clear H1 is the simplest and the most common practice for small sites.
Do headings affect rankings directly?
They help search engines understand structure and help users, but they are not a magic lever. Clarity is the goal.
This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking.