How to properly format your content

OK, so you’re writing or receiving high quality blogging content, packed full of relevant keywords, which you hope will supplement your website and generate plenty of new leads.

While that’s a sound digital strategy in theory, ask yourself – how much time do you spend on making your content as user-friendly to prospects as it possibly can be?

All accountants are pressed for time, that’s for sure, but spending a few minutes to format your content will make it more readable and boost its Google ranking.

Why should I use headings?

Headings are effectively signposts that enable your reader to focus on a specific piece of content, such as a question, that is most relevant to them.

This guides them onto the right path based on their interests, just like following a map to reach their destination.

You can use subheadings to break up large chunks of text and, considering the average reader takes around 30 seconds scanning online content before deciding whether to stick or twist, it’s wise to utilise ‘subheads’ to enable your readers to do just that.

How can I change the headings format?

You may think any talk of headings is technical jargon for web developers. It’s not.

Most content management systems (CMS) will have a dropdown menu where you style your content. For PracticeWEB’s clients it can be seen where >Paragraph appears (see right).How can I change the headings format?

Your <Heading 1> tab will usually be the title of your content, which is why there is no option to select a <h1> from the dropdown menu in our Landscape CMS.

The other headings can be used as many times as you want – but MUST be structured correctly.

Think of it as a hierarchy, so if you use a <h2> you should follow it with a <h3> and so on.

You can use <h4>, <h5> or <h6 > if you wish, but it’s general practice to stick with <h2> and <h3>, as several different text sizes can make your content confusing to read.

Most of the time, you can take a common-sense approach to heading sizes, with overarching topics followed by smaller subheadings.

Here’s an example of this in full flow from our blog on paid search for accountants:


The headers are ordered as follows:


  1. <h1>The Accountant’s Guide to Paid Search</h1>
  2. <h2>What is Google AdWords and how can it help your firm?</h2>
  3. <h3>What can accountants use paid search for?</h3>

What is internal linking?

We’ve previously touched on how you can choose the right keywords for your content (see what I did with the link there?) and how it can be used to boost your Google ranking.

Internal linking is often an overlooked factor when it comes to achieving your ranking goals, but what is it?

In a nutshell, it’s linking a piece of content to other articles or blogs posted on your site.

I usually aim to do this 3 or 4 times per blog (as I’ve done here) to drive significant results for our clients.

Keep your linking relevant, though – your aim is to help users by directing them to information they’ll find useful or interesting.

How can we help your business grow?

If you’re an accountant who doesn’t have enough time to format your content, our editorial team can take care of that as part of PracticeWEB’s blogging service.

Get in touch with us by either calling 0117 915 0420 or emailing

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