How to write content that meets users’ needs

Research shows that all users want clear, accessible, jargon-free content, written in plain English. This is regardless of their level of knowledge or expertise. 

Users want to be able to find the information they need as quickly as possible. In 2021, the average user on the ONS website spent two minutes on a page, with most users leaving after reading the first section of the page.  

You should prioritise the most important things your users need to know by using the inverted pyramid structure.  

People do not usually read content unless they are looking for information, so if what you have written does not meet the user need, you can probably leave it out.