Begin with the conclusion
Start your page with the conclusion, and then talk about the supporting information.
Your first paragraph should act as a summary and give the reader the main point of the page.
Example of a well-structured page
Put the most important information first and the detail later
Online readers will often scan and skim text at high speed to find the bits that interest them, you need to grab their attention immediately or they might not read your content.
Page length
- there is no ideal minimum or maximum page length
- make the main body of your page as focused as possible
- get to the point quickly to help your reader find the information they need
Page title
The title is the first thing a user and a screen reader reads, so it should describe the topic or purpose of the page
- the page title should be short, active, and meaningful
- if your page is transactional (has a call to action), include a verb in the title like ‘Pay for..’
- check page titles start with a capital letter and all following words are in lowercase unless they are a proper noun
Page title examples
✔ Regulations for environmental waste
❌ Regulations
✔ Apply for council tax discounts
❌ Apply for it