The guideline
Give every page a unique <title> that identifies its specific content, with the page-specific part first (WCAG 2.2 SC 2.4.2). Use exactly one <h1> per page for its main heading, and nest subsequent headings (h2, h3, …) so the level reflects the content's actual hierarchy without skipping a level just to hit a font size (SC 1.3.1). Write heading text that describes the section it introduces well enough to be understood on its own, since headings are read as a standalone list when a screen reader user scans the page structure (SC 2.4.6). Never mark up a visually prominent line (a tagline, a price, a promotional phrase) as a heading when it does not introduce a section of its own (SC 1.3.1).
Common failures
- Pages share a generic
<title>(or repeat the brand name without context), and heading levels skip from<h1>straight to<h3>or use multiple<h1>s. - A visually prominent line that introduces no section, such as a tagline, a price or a promotional phrase, is marked up as a heading, so it appears in the page's heading list.
Where it applies
Where
Disciplines
Devices
Why it matters, how to fix it, and the research behind it
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