Headings are signposts that guide readers through an article. Therefore, they should indicate what a section or a paragraph is about. Otherwise, people won’t know what to expect.
Readers like to scan content to understand the text and decide which sections they will read. Headings help them do that. Scanning the text becomes significantly harder for your readers when it contains no headings. It’s even worse when you add long stretches of text after a heading. You don’t want to scare off people with the infamous wall of text.
Ensuring your headings are informative to the reader is good practice for web copy. Some people like to tease their audience in the headings, trying to entice them to read further. While that can work well, it’s also easy to get wrong. Remember that the main focus of headings should be on the content – and the primary purpose should be to make the text easier to read and understand.
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