Writing copy in an inverted pyramid

Text needs to be short and readable. Writing copy in an inverted pyramid - conclusion first, then summary, then detail - is ideal for webpages.

Begin with a headline or heading
Follow with a concise set of key points
End with the detail

Users move from page to page quickly. Putting the conclusion first helps them decide if they want to read on. This writing method is used a lot by journalists.

Headlines (main headings)

A good headline helps users decide whether the page is relevant. A good headline is short - ten words or less, factual and contains key words about the subject

Sub-headings

Sub-headings help readers scan pages and identify content they want to read.

Lists

Lists help present key points:

Lists draw attention
Lists highlight information
Lists are easy to scan
Lists are concise