I want to understand how an article develops by reading its headings alone. Striking but disconnected labels can conceal the structure. During editing, I extract the headings into a separate list and test that small outline.
A heading promises direction
A new beginning could introduce almost anything. Turning research notes into three decisions gives a clearer expectation. Every heading need not be long, but it should identify the work its section performs.
Repeated labels such as why it matters make an article harder to scan when the sections actually answer different questions. I prefer wording that exposes those distinctions rather than repeating a convenient phrase.
Is a subsection genuinely subordinate?
A lower-level heading should develop the question of its parent section. Placing a new major idea beneath another merely because it should look smaller confuses the relationship between topics.
For example, source collection and record fields might belong within a content-inventory section. Post-launch monitoring may be a separate stage rather than a minor detail of that section. The hierarchy should reflect that distinction.
Align appearance with meaning
The heading levels in the page structure and its visible organisation should agree. Rather than choosing a level because its default size looks right, the design should present the appropriate level effectively. Content and implementation teams share responsibility for this check.
A long guide can generate a table of contents from its headings. Vague headings simply produce a vague automated table. Technical convenience cannot replace the editorial decision.
Rehearse the outline
I show the heading list to someone unfamiliar with the text and ask where they would look for particular answers. If two sections appear to promise the same thing, their distinction may need strengthening or they may belong together.
What information architecture does across a site, heading structure does within a page. Attractive presentation matters, but the sequence first needs to make sense.