Primary research
Contractor pages that try to be about two things at once
Every page is supposed to have one main heading, the big one that says what the page is about. We counted businesses with a page carrying two or more of them. Read the scope carefully: this counts any page on the site, not just the homepage, and the homepage-only number is far smaller and a different measurement.
The main heading is the page telling Google what it is about. Two of them means the page says two different things and Google has to pick one, which it may well get wrong. And it is no longer only Google reading it. It is also whatever writes the answer when a customer asks ChatGPT who fixes roofs in their town.
The number by trade
| Trade | Pages with more than one main heading | Brands | Scope |
|---|---|---|---|
| Roofing | 90% | 130 | any captured page |
| Remodeling | 84.3% | 146 | any captured page |
| HVAC | 92% | 104 | any captured page |
So the spread runs from remodeling at 84.3% to HVAC at 92%. Which trade you work in changes what "normal" looks like, so read your own trade's page rather than the combined number.
Roofing
Roofing runs close behind HVAC. The specific culprit here is the service-area block: a roofer covering fourteen suburbs often ends up with every town name set as a main heading inside one page, so that page claims to be about fourteen different things.
Full roofing breakdown for this metric
Remodeling
Remodeling has the lowest duplicate rate and is still above four in five brands. There is no trade in this study where this is a solved problem, which suggests the cause is the tooling rather than the trade.
Full remodeling breakdown for this metric
HVAC
HVAC has the highest rate of the three trades, which fits what the accessibility numbers showed. HVAC sites carry the most bought-in blocks and widgets, and each one arrives with its own idea of what a heading is.
Check your own site in ten minutes
Open a service page on a computer, right-click and choose View Page Source, then use the find box to search for h1. If it turns up more than twice, once to open and once to close, you have found the problem. The usual cause is a drag-and-drop page builder that quietly makes every block headline a main heading.
- What was measured
- Share of brands with multiple H1s on any captured page (not a homepage figure).
- How we measured it
- We read the underlying code of each page and counted how many main headings it declares, since every page is meant to have exactly one.
- The technical version, for anyone checking our work
- brands with >1 <h1> on AT LEAST ONE captured page
- Sample
- 380 contractor brands. Roofing 130, remodeling 146, HVAC 104.
- Collection window
- 2026-05-10 to 2026-05-16
- Combined aggregation
- weighted (sum of per-trade brand counts over sum of trade sample sizes)
- Who ran it
- Fervor Studio, first-party capture. Nobody paid to be included or excluded.
How the sites were picked, captured and scored: the methodology. Every metric we publish: the research index.
The full reports this measurement came out of: State of Roofing, State of Remodeling, and State of HVAC.