Introduction
We use a style called the inverted pyramid. This means we:
- Put the most important information at the top of the page.
- Share key facts first, so people know they are in the right place.
- Add extra details and background further down the page.
This helps people find what they need quickly and easily.
Why we put the most important information first
People don’t read as much online as they do on paper. That is why we start our pages with the most important information. It helps people:
- Know they are on the right page
- Understand what the page is about straight away
Other reasons we write this way
- Helps people decide if they want to keep reading
- Improves search results by putting keywords at the top
- Makes it easier to scan and read
- Keeps the content clear and in a sensible order
- Stops us hiding the main point in too much detail
- Makes our pages look more professional and consistent
- Encourages people to take action when needed
How we structure our pages
We start each page with a short summary of the most important information. Then we add more detail and background further down.
Other things we do
- Make sure we know the main message and if we want the user to do something (a call to action).
- Use clear and helpful page names and descriptions. We follow title guidelines from GOV.UK.
- Use keywords so people can find the page more easily when they search.
- Use subheadings and short paragraphs to break up the text.
- Use bullet points to make the content easier to scan and follow.