When I look at construction websites, I often see well-designed pages that show off great projects. However, many of them miss an important part of structure: proper header tags.
Think of header tags like the blueprint of your webpage. Just like you wouldn't build a house without plans, your web content needs a clear structure. This helps both visitors and search engines understand your information.
In this guide, I will show you how to use header tags. This will help you structure your construction website's content. It will make it easier for potential clients to find the information they need. It will also help search engines understand your expertise.
Why Header Tags Matter
Header tags serve two primary purposes:
Improving User Experience: Headers break up your content into clear, digestible sections. For construction websites, this is very important. Potential clients often look for specific details about services, costs, or project timelines. Well-structured headers help them quickly find what they're looking for.
Enhancing SEO: Search engines use header tags to understand the structure and main topics of your content. When you use construction-specific keywords in your headers, your pages can rank better in searches. This can help to bring more qualified leads to your business.
Best Practices for Using Header Tags
To make the most of header tags on your website, follow these guidelines:
1. Use a Single H1 Tag Per Page
The H1 tag should be used for the main title or headline of your page. It tells both users and search engines what the primary topic of your content is.
Best practices include:
Include your main target keyword in the H1, but avoid keyword stuffing. Example: "Professional Kitchen Extensions in North London" rather than just "Kitchen Extensions"
Keep it concise and descriptive, typically under 70 characters. Example: "Loft Conversion Specialists in Bristol | 20 Years' Experience"
Ensure it accurately reflects the content of the page. Example: "Bathroom Renovation Costs: 2024 Price Guide"
Place it at the top of the web page, typically above the first paragraph.
2. Use H2-H6 Tags to Create a Content Hierarchy
Subheadings (H2-H6) should be used to organise your content into sections and subsections. For construction websites, this might look like:
H1: Professional Kitchen Extensions in North London
H2: Our Extension Process
H3: Initial Consultation
H3: Design Phase
H3: Planning Permission
H2: Extension Costs
H3: Single-Storey Extensions
H3: Double-Storey Extensions
H2: Recent Projects
H3: Victorian House Extensions
H3: Modern Kitchen Extensions
Best practices include:
Use H2 tags for main sections like "Our Services," "Project Gallery," "About Us"
Use H3-H6 tags for subsections such as specific services, project details, or FAQs.
Include relevant keywords naturally in your subheadings.
Keep subheadings concise and descriptive.
3. Optimise Header Tags for Featured Snippets
Featured snippets are chosen search results that show up at the top of Google's search results. They often appear in a question-and-answer format. For construction businesses, this can be particularly valuable.
Best practices include:
Use question-based H2 or H3 tags that match common customer queries. Examples: "How Much Does a Loft Conversion Cost?" "What Planning Permission Do I Need for an Extension?"
Ensure the content immediately following the header tag directly answers the question
Example: "A typical loft conversion in London costs between £50,000 and £80,000, depending on size and specification."
Structure FAQ sections using clear header hierarchies to increase chances of featured snippet selection.
4. Avoid Overusing Header Tags
While header tags are important, using too many can make your content look cluttered and unprofessional.
Best practices include:
Use headers to introduce new sections or topics, not for every paragraph or image.
Ensure there is sufficient content under each header tag. Aim for at least 100 words.
Avoid using header tags purely for styling project galleries or testimonials.
5. Ensure Header Tags Are Descriptive and Relevant
Each header tag should clearly communicate what follows. For construction websites, this means:
Use specific, descriptive language. Example: "Victorian House Extension Portfolio" rather than just "Our Work"
Avoid generic headers like "Read More" or "Click Here"
Ensure headers accurately reflect your services and expertise.
Common Header Tag Mistakes in Construction Websites
Before we look at implementation, let's address some common mistakes I often see on construction websites:
Using the Same H1 Across Service Pages
Poor example: Using "Professional Builders London" on every page.
Better approach: Customise each H1 to the specific service - "Kitchen Extension Specialists London" "Loft Conversion Experts London"
Not Breaking Down Services Clearly
Poor example: Having all services under one generic H2 "Our Services"
Better approach: Use H2s for each main service and H3s for specific aspects like "Planning," "Process," and "Costs"
Implementing Header Tags on Your Website
Now that you know the best practices and common mistakes, here is an example of using header tags well on your construction website:
Service Pages
H1: Main service ("Professional Loft Conversions in Surrey")
H2s: Process, Costs, Benefits, Types of Conversions
H3s: Specific details under each section
Project Galleries
H1: Portfolio overview ("Home Extension Projects Surrey")
H2s: Project categories or locations
H3s: Individual project details
Blog Posts
H1: Blog post title
H2s: Main topics or sections
H3s: Specific points or subsections
About and Contact Pages
H1: Page purpose ("About Our Construction Company")
H2s: Team, Experience, Values, Location
Conclusion
Header tags are a powerful tool for structuring your construction website's content for both potential clients and search engines. Think of them as the framework that holds your content together - just like the structural elements of a building project.
To improve your search engine rankings, follow best practices. Use unique H1s for each page. Create a clear content hierarchy. Avoid common mistakes. These steps will also make your website easier for potential clients to navigate.
Remember, header tags are just one part of a comprehensive website strategy. Combine them with other elements, such as quality content, strong calls to action, and engaging project photos. This will help you create a website that really works for your construction business.
Take Action: Audit Your Header Tags
Set aside one hour this week to review your website's header structure. Here's a simple three-step process:
Check Your Service Pages
Does each page have a unique, descriptive H1? Example: Change "Our Services" to "Kitchen Extension Specialists in North London"
Look at your main services - are they clearly broken down with H2 and H3 tags?
Review Your Project Gallery
Is your portfolio organised with clear headers? Example: Use H2s for project types ("Kitchen Extensions," "Loft Conversions")
Use regular text styling, not headers, for photo captions
Test Your Navigation
Can visitors quickly scan your pages and find key information?
Are important elements like costs, process, and contact details clearly highlighted with headers?
Start with your most important service page and work through these steps. Remember, good structure leads to better results - both for your website visitors and search engines.
Up Next: Mastering Title Tags and Meta Descriptions
In our next post, we will explore two important on-page SEO elements: title tags and meta descriptions. You will learn to create engaging titles and descriptions that include important keywords. This will help attract clicks and boost your visibility on search engines.
Stay tuned for more expert tips and actionable advice to take your trade business website to the next level!
Found This Useful?
I hope you've found this guide to mastering header tags helpful. If you would like to discuss the use of header tags on your website, please email me. You can also connect with me on LinkedIn. If you would like to talk about your construction company's digital marketing strategy, feel free to reach out as well.
About the Author
John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.
In 2016, John transitioned into digital marketing as an it'seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.
Comments