Lesson 1: The Inverted Pyramid Principle
Overview
The most effective web pages follow the inverted pyramid principle.This means starting with the most important information first, then adding supporting details as readers scroll.
Online readers decide within seconds whether to stay or leave. Giving them the key message upfront helps them understand what the page is about and why it matters.
How the Inverted Pyramid Works
- Start with the essentials. Tell readers what this page is about and why they should care.
- Add key details. Explain the main ideas, benefits, or features.
- End with extra information. Include background, examples, or FAQs for those who want to go deeper.
Example
Imagine you are writing a page about photography services.
Top of the page (most important):
“Professional photography for creative businesses in Leicester. From product shots to portraits, I’ll help you capture images that tell your story.”
Middle of the page (details):
“Choose from studio sessions or on-location shoots, with flexible packages to suit your needs.”
Bottom of the page (extra info):
“Need ideas for your shoot? Read my guide to preparing for a brand photoshoot.”
Key Takeaway
Online readers scan from top to bottom, but their attention fades quickly. Put your most important information first so they see the value immediately.
Practical Task
Choose one page of your website.
- Identify the most important point or promise.
- Move that content to the top.
- Add one short supporting section beneath it and move any background details further down.
You’ve just created a more readable, user-friendly layout.
Lesson 2: Headings, Subheadings, and Flow
Overview
Headings and subheadings are more than decoration. They help readers scan, understand, and find their way around your content quickly. Strong headings work like a map. They guide the reader and help search engines understand what it is about.
How to Use Headings Effectively
- Use one H1 per page (the main title).
- Use H2 for main sections, and H3 for smaller points within those sections.
- Keep headings clear and descriptive. Avoid clever phrases that hide meaning.
Example
Instead of:
“A Journey of Discovery”
Try:
“How Our Design Process Works”
The second heading tells readers exactly what to expect.
Building a Smooth Flow
Each section should lead naturally to the next.
- Begin with an overview.
- Use short paragraphs with one idea each.
- End with a sentence that encourages readers to keep scrolling or take action.
Example of Flow
“We start every project with a conversation about your goals. Once we understand what matters most, we create a plan that fits your timeline and budget.”
That short transition helps connect sections and keeps readers engaged.
Key Takeaway
Headings act like signposts and paragraphs act like stepping stones. Together, they guide readers smoothly through your message.
Practical Task
Open one page of your website.
- Check that there is only one H1.
- Add H2 headings for each main section.
- Make sure each paragraph covers only one idea.
Your readers should be able to scan your headings alone and understand the story of the page.
Lesson 3: Clarity Before Cleverness
Overview
Many people think good writing means sounding clever or creative, but online, clarity always comes first.
Readers do not have time to interpret poetic phrases or buzzwords. If they need to stop and work out what you mean, you will lose them.
Plain English is Powerful
Writing simply does not mean dumbing down. It means removing distractions so your message is clear and easy to understand.
Example:
Instead of: “Our bespoke solutions leverage cutting-edge innovation to empower clients.”
Try: “We create practical solutions that help clients grow their business.”
The second version is clearer, friendlier, and easier to trust.
When to Add Personality
Once clarity is in place, you can add warmth or humour where it fits naturally.
Example:
“We take our coffee as seriously as your design project.”
That small detail adds personality without losing clarity.
How to Spot When You’re Being Too Clever
- Would someone outside your field understand it?
- Could you explain it more simply?
- Does it sound natural when read aloud?
Key Takeaway
Clarity builds trust. Cleverness can be added later, but readers will never complain that your writing was too easy to understand.
Practical Task
Take one paragraph from your website that feels too “wordy” or formal.
- Replace long or complex phrases with simpler ones.
- Remove any buzzwords or filler.
- Read it aloud and check whether it flows naturally.
You’ll instantly sound more confident and authentic.
End of Module Encouragement
You’ve just built the foundations of page structure. You now know how to lead with what matters most, use headings to create flow, and write in a way that feels effortless to read.
Remember, structure is invisible when it’s done well. Your visitors will simply feel comfortable and confident as they move through your site.
You’re already writing like a professional.
Support+
If you would like feedback on your page layout or headings, bring your examples to the next Support+ live session.
You can share your page flow, test your headings, and I’ll give you practical advice on how to make your content even easier to read.