Writing web pages in the inverted pyramid style

What is the 'inverted pyramid' style?

Using the 'inverted pyramid' style of writing means putting your most important information at the beginning of your web page. It has immediate impact and gives the key facts to your readers quickly.

Why we use the 'inverted pyramid' style

People read less on the web than they would on paper. It is important to get their attention as soon as they start reading your page. Starting your page with the most important information gets your message across straight away and explains clearly what the rest of the page is about.

How to structure your web page

Structure your page so it starts with a summary of the most important information. Then provide the detail and any background information further down.


  1. State your most important facts.
    If you were writing a page about a new school crossing, the important facts would be where the crossing is, what type of crossing it is and when it going to be operational. You should start the page with those facts.
  2. Expand on these facts.
    In the above example, you could explain why the crossing was put in place and the improvements it will bring.
  3. Give any background or related facts.
    For the above example, how much it has cost, if it is part of a larger scheme of work, if there has been a consultation and the results, and so on.

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