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TL;DR
A business article should help someone find and understand an answer. Its formatting supports that job: the headline names the subject, section headings organise the explanation, and links help the reader continue when they need more detail.
You do not need to turn every article into the same rigid template. A short explanation, a comparison and a detailed checklist may need different structures. Start with the reader’s question, then check whether the finished page makes that answer accessible.
Distinguish the page headline from its browser title
The main headline usually appears as an H1 heading in the page content. The title element supplies the browser tab title and is one source Google can use when creating its search result title. They can share wording, but they do not have to be identical.
For example, an article’s visible headline might be “Preparing Your Website for a Redesign”. Its browser title could add the business name. Both should describe the same article. Avoid a dramatic promise in the title when the page offers only a basic checklist.
Google’s title link guidance explains that search titles are generated from several sources, including headings and prominent text. You can provide a clear preference, but you cannot guarantee Google will display the title exactly as entered.
Use headings to explain the structure
For an ordinary blog post, one main H1 is a straightforward convention. Use H2 headings for the main sections and H3 headings for subsections within them. Do not choose a heading level simply because its default font size looks right; your template can control appearance separately.
MDN’s heading guidance explains the hierarchy and its accessibility value. A reader using assistive technology may navigate through headings to locate the information they need. A section labelled “What to check before changing URLs” is more helpful than “More information”.
There is no need to place your town or your main keyword in every heading. Include location when the advice genuinely depends on it. A general guide to backing up a website does not become more useful by repeating “Barnsley” throughout its sections.
Match the layout to the explanation
Use a numbered list when order matters, such as preparing a backup before making a risky change. Use bullets for independent checks. Keep related sentences together in paragraphs rather than placing every sentence on its own line.
Images should show something the text needs to explain. A diagram may clarify a process; a generic decorative picture may add little. Give meaningful images appropriate alternative text and avoid repeating the whole article title in every image description. Essential instructions should also be available as text.
Check links for clarity. “Website migration checklist” tells someone more about the destination than “click here”. Link to relevant services where they genuinely help the reader act, without interrupting every paragraph with a sales message.
Read the published page on a phone
The editor is not the final page. Inspect the actual preview for cropped diagrams, cramped lists, oversized headings and sticky notices covering the content. Test zoom and keyboard navigation. Confirm that headings appear in the intended order and that the contact link leads somewhere useful.
A readable layout does not guarantee rankings. It helps visitors use the information you have already worked to produce. If the content still fails to answer its question, fix that before adding more formatting.
When several articles share a broken template, get in touch with an example. Correcting the shared layout can be more useful than manually adjusting each article.
