Inverted pyramid

The most important information in your content must be at the start – this is called frontloading. 

We use the inverted pyramid to achieve this, placing information in order of importance on the page. This is the best practice style when writing your content. 

The main information of the content – who, why, what, where, when and how – appears in the first paragraphs so that most users will see it.  

The inverted pyramid structure is: 

  1. most important information  
  2. important details 
  3. other general or background information