Make your copy about the need-to-know, not the nice-to-know
- Tom Davis
- Jan 18
- 4 min read
Updated: Feb 16
In today’s distracted world, your audience is strapped for time and low on patience.
Whether they’re skimming your email, a blog, or website, users want answers - and they want them fast.
If content is filled with "nice to know" it gives customers the runaround.
That’s where the inverted pyramid comes to the rescue. It's something I've applied since my journalism days to prioritise clarity and relevance - and lending a hand to the readers to find what they need.
Tip: Start asking: "What's the key thing the user needs to know?"
About the inverted pyramid
Historians suggest the inverted pyramid dates back to the invention of the telegraph in the 19th century. Legend has it reporters applied it to save on transmission costs and guard against interruptions in fuzzy telegraph networks.
Today, it has strong relevance with business and new ways of working. Just as journalists learned to prioritise the essentials to keep readers informed, businesses need to deliver critical information quickly to capture and retain their customers' attention.
It's about applying "barbeque talk" or how you might share the key details to a mate over a cold one in the pub.
Getting straight to the point can be the difference between securing a sale and losing a potential customer.
Using the inverted pyramid makes every second count.
How to apply the inverted pyramid
Top (The lead): The key information your audience needs to know first.
Middle (supporting details): Context, examples, or explanations that enhance the main point.
Bottom (Additional information): Extra details, background, or non-critical information for curious readers.
Applying Plain English to the inverted pyramid makes content even more powerful and accessible. Download our Plain English guide.
Why the inverted pyramid works for all digital content
1. It respects your users’ time
Research shows that over 80% of people only glance at the first few lines before deciding whether to keep reading. Studies by Nielsen Norman Group reveal that web users typically read only 20-28% of the text on a page (Nielsen Norman Group).
The inverted pyramid ensures you hook readers immediately. By placing your main point, value proposition, or call to action at the very top, you’re giving users the answers they’re looking for without delay.
More than 90% of businesses we've assessed lose people with their 'about' pages. The harsh reality is, that the about page is not about the lame corporate story some executives have crafted over lunch, it is about your customers.
Example for a financial planning firm: Instead of: “Our company was founded in 2015 and has grown steadily over the years.” Lead with: “We provide clear, actionable financial advice to help you retire on your terms.”
2. It enhances the user experience
In the crowded digital space, users expect effortless experiences. When content is easy to scan and answers are easy to find, engagement improves and frustration decreases.
Example: A blog post on estate planning should not begin with a history of wills. Instead, lead with the benefit: “Five steps to ensure your loved ones are protected.”
3. It aligns with SEO and search intent
Search engines like Google prioritise content that delivers answers quickly. Structuring your content with the inverted pyramid helps you match user intent and improve rankings.
This approach not only satisfies readers but also signals to search engines that your content is relevant and helpful.
Attention spans are dropping
Studies reveal today’s average attention span is just 8 seconds - shorter than a goldfish
Studies reveal today’s average attention spans are decreasing.
Failing to provide clear and accessible information can cost businesses significantly.
An estimated 88% of online consumers are less likely to return to a site after a bad user experience (Amazon Web Services Case Study).
The average attention span of an office worker is around three minutes, and for a college student, it is just 65 seconds.
These figures underscore the financial and reputational impact of poor content design.
Simple strategies to cut through the noise
Lead with value: Present important information first to hook readers quickly.
Use clear structure: Break content into digestible sections with headers, bullet points, and visuals.
Be concise: Get rid of unnecessary words or lengthy background details.
Leverage visuals: Include images, videos, or infographics to convey information efficiently.
Apply the inverted pyramid to your content today
The inverted pyramid works across all types of digital content. For those who are using AI tools such as ChatGPT, Co-Pilot and Claude, start with three simple prompts:
The user of the content is [insert audience]
The key information they need to know is [insert the action or key information you want them to know]
Then finally: "Apply the inverted pyramid to this."
Some general principles
Online service pages: Start with your value proposition, then add proof points, supporting details and a clear call to action.
Blog posts: Lead with the main takeaway or benefit, followed by examples or explanations.
Emails: Open with the critical message then provide details. Don't forget an engaging subject line.
Social media Posts: Grab attention with the headline or key message first.
Final word
By leading with the need to know first you help users find what they need quickly, improve their experience, and drive better results across all digital platforms.
Hear Tom speak at Perth Web Accessibility Camp, a favourite in the digital accessibility calendar partnered by the W3C Australian Western Region Chapter.
Get our guide on how to connect with your audience
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