Shopora LabsA website page is more than a block of text. Headings create a reading path, links help people move between resources, and images can explain information that words alone may not show. When these elements are used with care, a page becomes easier to use on both desktop and mobile devices.
Use headings to show the structure
A heading should describe the section that follows it. The main page heading, usually an H1, should identify the page's central topic. Subheadings such as H2 and H3 can divide the content into logical sections and smaller points.
Do not choose a heading level only because of its visual size. Use CSS to change appearance and keep the heading order meaningful. A page with several unrelated H1 headings or a heading sequence that jumps around can be harder to navigate, especially for people using assistive technology.
Write link text that explains the destination
Link text should make sense when read on its own. “Read the page title guide” is more informative than “click here”. Clear link text helps visitors decide whether a link is useful before opening it.
When linking to another page on your own site, choose a relevant destination and make sure it works. Avoid adding links simply to repeat keywords. A link should help the reader continue their task or verify a point.
Give images useful alternative text
Alternative text, often called alt text, is a written replacement for an image when the image cannot be seen or loaded. It can help people who use screen readers understand the information conveyed by an image.
Describe the image's purpose in context. If a diagram explains the steps in a process, the alt text should summarize the useful information or the page should provide the same information in nearby text. If an image is purely decorative and adds no information, an empty alt attribute may be appropriate so assistive technology can skip it.
Avoid stuffing alt text with keywords or writing long descriptions for simple decorative images. The goal is to communicate meaning, not to add hidden promotional copy.
Make paragraphs easy to scan
Break long explanations into focused paragraphs. Put the main point near the start of a section, then add examples or supporting details. Use lists when readers need to compare steps or check several items. Do not turn every sentence into a separate line; the page should still read naturally.
Check the mobile experience
On a small screen, text should not require horizontal scrolling. Links and buttons need enough space to tap, and important content should not disappear behind sticky headers or pop-ups. Test the actual page on a phone or use browser responsive mode, then fix problems you can reproduce.
Review before publishing
- Read only the headings. Do they tell a clear story?
- Check that link text describes where each link goes.
- Review meaningful images for useful alternative text.
- Open the page on a narrow screen and test the controls.
- Make sure the page still makes sense without decorative styling.
Our on-page SEO checklist can help you work through these basics before publishing.
Keep the reader in mind
Good page structure is not about adding technical elements for their own sake. It is about helping someone find the information they came for, understand it, and know what to do next.
Editorial note: This guide covers common content and usability practices. Accessibility requirements vary by context; use qualified testing for formal compliance work.