What's usually recommended for getting rid of pain in the heels?

NEED FOR SUPPORT!: Most shoes aren't always what is bad, usually it's the crummy insoles they come with! there are many possible reasons (plantar fascitis leaps to mind) that you may have pain in the heels, but try arch supports like spenco polysorb (http://www.Spenco.Com/products/footcare/poly-sorb) and otc anti-inflammatories (like aleve). If these don't help, see a podiatrist.

Combo treatment. : If you have plantar fasciitis, and hurt most with the first few steps in the morning, the more you can do together, the better: #1: supportive shoes. #2: firm inserts or orthotics. #3: oral antiinflammatories (check with your doctor). #4: stretching your foot and calf. #5: icing (10 min at a time). You may also need physical therapy or cortisone injections, or eswt if available in your area.