Use the “Inverted Pyramid” to Create Better Web Content

Web surfers have notoriously short attention spans. There is a lot of “noise” out there competing for their attention and it can be tough to grab and hold their attention for long periods of time.


You can’t change that, but you can learn to work with it. One way to accomplish this is to incorporate the “Inverted Pyramid” into your web copy whenever possible. This approach to writing has long been employed by print journalists and other media savvy writers who need to get their point across – and quickly.

To better understand this concept, simply picture a pyramid turned upside down, with its tip at the bottom and the broadest part at the top. (This description not doing it for you? Check out this visual of an inverted pyramid here).

The broad part on top represents your opening paragraph or “lead.” Go “wide” with your content at the beginning and include your most important points first, including your key “take away” message. This is where you talk about the classic “Who, What, When, Where, Why and How” factors.  The middle portion of the pyramid (aka “your article”) is where you flesh things out by adding interesting facts or personal anecdotes.  Of course, the least important tidbits about what you are trying to convey should be placed towards the end.

In other words, with an inverted pyramid structure, the goal is to lead with the conclusion and fill in other pertinent, but less critical, details as the article progresses.

Applying this concept to your content will help you grab the reader’s attention quickly – and get your key points across even if she doesn’t make it all the way to the end.