Layout and Structure for Readability

The most important information must be communicated in a single scan of the page. The inverted pyramid style used in journalism — with the conclusion appearing at the beginning of a text — works well on web pages. If there is a “call to action,” something that you are hoping the reader will do, that should be made available to the reader within seconds of scanning the page.

In creating a readable layout and structure:

• Use descriptive, but brief, titles. Readers should understand from the title what the post will be about.

• Place the important facts near the top of the first paragraph where users can find them quickly.

• Keep paragraphs to an average length of 50 to 70 words, about four sentences. Begin each paragraph with its strongest sentence.

• Limit sentences to one or two ideas and keep them to an average length of 15 to 20 words. Aim to keep the most important keyword at the beginning of the sentence.

• Use short headings and subheadings to communicate the content of the page in the first scan.

• Use bullet points or numbers when listing information, keeping each list item to 12 words or less.