Structure information

Summary: Bring important information to the top.

‘Top-load’ pages with the most important information – that’s where users spend more time looking. Provide details and background later.

There are five ways you can top-load different types of content. Choose the one that suits your content best.

Use the inverted pyramid

Start with the conclusion, not the introduction. Make your key arguments or points and then provide the background. This is a good approach for narrative content: news, reports, opinion pieces.

Prioritise for the most common situation

Start with the information that applies to most people or most situations.

Put the most frequently used information first

If you know which part of the information is used most frequently, start with that.

Consider the MADE formula

Lead with the Main message, then the Action. Then provide the Detail and Extra detail. This is a good way to layer information for different audiences.

Write an informative summary

For some types of content, it can be useful to start with a summary.