Every page needs an h1 that summarizes the main idea of the page. Include key words if you can do it without being spammy.

Separate sections of content with headings in sequential order. H2 comes after h1. Don't skip a number in the sequence.

People don't visit websites for leisure reading. They come to get information. Make that as easy as possible.

Tips for good Web content:

End every page with a call-to-action.

A CTA is a sentence that tells the user what to do next and provides a link to the next page.