Consider the length of your article to make sure you are getting the main messages across. On average, users spend about four minutes looking at a page on the website. That is long enough to read around 900 words. 

We do not expect most users to read every word on every page. But if you are publishing significantly more than this, consider whether you could split your content into multiple articles or link to methodology pages elsewhere on the website. If your content already exists on the ONS website or it is published on another website, link to it rather than duplicating it.

The Content Design team can help you decide how to split your content and advise on the best approach. Email content.design@ons.gov.uk.

Next section: Article types and structure