Inventory the questions already answered
Copy the existing service-page sections into a working outline. For each block, write the question it answers: what is included, who it suits, what the customer supplies, how delivery works or what happens after launch. Mark blocks that repeat an answer and questions that have no supporting content yet.
Keep contractual conditions and exclusions visible in the inventory. A shorter page is not automatically clearer if editing removes the details a buyer needs to make a decision. Ask the service owner to resolve factual gaps before adding confident headings above empty or speculative explanations.
Choose section labels from the reader's task
Draft H2 labels that predict the content below them. What the Project Includes is more useful for a scope section than another slogan about excellence. Read the proposed labels in isolation and check whether someone could find the answer to a practical question without scanning every paragraph.
Order the sections according to the decision the reader is making. A visitor may need to understand fit and scope before comparing delivery steps. This is an editorial choice to test, not a universal sequence for every business. Keep supporting proof near the claim it supports rather than collecting unrelated claims beneath one broad heading.
Use hierarchy to express relationships
W3C's heading guidance explains that heading levels communicate section relationships and support navigation with assistive technology. Use H2 for the main sections beneath the page's main heading and H3 for genuine subsections within them. Choose the level for the content relationship; use styling to control its visual size.
Avoid skipping levels when opening a nested subsection. Returning from a deeper subsection to a new H2 can be appropriate because it closes the previous group. Inspect the actual heading elements after editing: bold text can look like a heading without participating in the document's heading structure.
Worked example: a development service outline
Imagine a fictional software-development page with repeated blocks called Our Expertise, Our Solutions and Why We Are Different. Each repeats the same list of technologies while leaving delivery responsibilities unclear. The editor maps the useful material into Project Fit, Included Deliverables, Delivery and Review Stages, and Support After Handover.
Within Included Deliverables, Design Outputs and Implementation Outputs become H3 subsections only if each contains distinct information. The support section states that ongoing maintenance is quoted separately when that matches the real offer. These labels illustrate a restructuring method; they should not be copied onto a service whose process or commercial terms are different.
Validate the outline in the finished page
Review the heading list and then inspect the full page on desktop and mobile. Check that each section answers its label, that nested content stays under the correct parent and that a table of contents reaches the intended section. If sections are collapsible, test opening them and reading their content with the available controls.
Save the old and new outlines, merged blocks and unresolved factual questions in your website-audit action list. Ask a reader to locate the scope and customer responsibilities using the revised structure. Treat a clearer outline as a content and usability improvement, not proof of accessibility conformance or a guaranteed search-ranking increase.