sion. The most important point you make is in the conclusion – at the end of your essay!
On web pages you have to do the opposite: your most important points always come first.
An example: you’re looking for a new red three-seater sofa. When you arrive at a website you want to see it sells sofas. And secondly, you want a search box so you know you can quickly find out what the red three-seater sofas are like.
Or say you’re looking for a copywriter for your website. Maybe you’re looking for someone local, so you need to see a copywriter is based in Manchester which is nearby. Or maybe your copywriter needs to understand medical terminology, so you like to see a headline like copywriting for the medical industry.
Information that’s most important to your web visitors is often a simple statement of what you do. Once they understand what you do, they might want to know some important details. And then – maybe they’d like to know some background information.
Journalists call this way of writing the inverted pyramid. In newspaper articles the most newsworthy information comes first before details and background information. Even if you only read the first paragraph of a newspaper story you still understand the big picture.
It’s the same on your website. Your customers want to know the big picture first. Basically: What do you do? Or what can you do for them?