How we structure content

1. Consider user journeys
2. Put the most important information first
3. Make it easy to scan
4. Break content into chunks
5. Use content patterns

1. Consider user journeys

Consider the user in the structure of the page: how do people move through your content? Where do they need to go next?

Examples

If the data tells you that lots of people search for ‘symptoms of chickenpox’, add a subheading that says ‘Chickenpox symptoms’.If you can see that lots of users go from your page to page x, offer a clear link to page x.

2. Put the most important information first

Use the ‘inverted pyramid’ model. Start with the content that is most important to your audience, and then provide additional details. ‘Front-load’ copy (especially headings, links, bullets and captions) – put the most important information first.

Examples

Good: Canteen menu

Bad: What’s on the menu at the canteen today?

3. Make it easy to scan

People don’t read content online – they scan it. That means they don’t read top to bottom, or even from word to word. They will scan in an F-shape, looking for something relevant to grab their attention. So, we structure content to help people scan.

Think about the structure of content from the point of view of someone who’s scanning it quickly. They are checking to see if this is the right page for them. What are the signposts they are likely to see?

The most attention-grabbing structural elements are: