This is the best practice style for web writing. The inverted pyramid means placing information in order of importance on the page.
The nub of the story – who, why what, where and when – appears in the first paragraphs so that the majority of users will see it. This should be a conclusion of the main facts. Other facts are included in descending order of importance down the page. This reflects the fact that most users on the ONS website read only the first section of a page and then leave.
The inverted pyramid structure is as follows:
- Most important information (who, what, when, where, why, how)
- Important details
- Other general or background information