This document details what an ideal article could look like on your website.
It will give a step-by-step run through of what must be included on an article.
Back end data:
Step 1: Title
In your title, aim for 65 characters. It should describe the content of your article, so don’t try to overcomplicate it by being cryptic. Make it very clear.
Step 2: Author/expert
Who do we want the reader to contact when they have read the article?
Step 3: Featured Image
Other than for News, we should aim to have a header image. It makes the Related articles panels look much more attractive. Articles with images get more clicks than articles without.
Step 4: Lead-in
Aim for 155 Characters, this won’t be displayed on the page, it’s used in listings. Write it as a call to action to encourage the reader to click through.
Step 5: Classification
Is it classified to the right Services and Categories? This is what creates the “Related articles” at the bottom of the template. This filter can be accessed by clicking on “Advanced services”.
Front end data:
Step 1: Intro
This text should be in the `‘Lead paragraph’` font style. This is your main chance to keep the reader on the page so they read on further.
Make it `concise` and tell the reader what they will find out in the article. Do not be vague or cryptic, tell them what they will learn if they read on.
We are writing content in the ‘inverted pyramid’ style:
- Tell them the answer
- Tell them how we arrived at the answer
- Give them background detail
See: https://www.nngroup.com/articles/inverted-pyramid/
Step 2: Body
It’s hard to read long blocks of text on the screen. Break body copy up into short paragraphs that contain one or two pieces of information. Have a look at the BBC news articles. Some of their paragraphs are just one sentence.
https://www.bbc.co.uk/news/57932699
Readers scan down the page, looking for the sections that address their particular issue so use headings to signpost key ideas/arguments, again, look at the BBC article:
https://www.bbc.co.uk/news/57932699
Heading 2 should be used for the first level, Heading three for the next level. If you need another level of headings then your article is too complicated, think about how you can restructure it.
Bullet points can help break up the text and highlight key points in a list rather than explaining each in a sentence.
Step 3: Quote/ promo units
Sometimes a quote or image can help break the content up but try to avoid interrupting the reader’s flow down the page too much. Our aim is for them to complete the article and then act.
Putting things in boxouts can highlight key text, as you would in print. You can also use the float container to push things out to the RHS to avoid blocking the reader’s flow. Especially useful if it a promo unit that might lead the reader away from this page.
Step 4: Conclusion
If your article has a conclusion, highlight it, either with a heading, or maybe pull the content into a boxout.
Step 5: Call to action
All articles should have a purpose, reflected in the call to action. That might be a promo unit (to a Product/Service/other page), a download or even a form. Always aim to create one, specific call to action.
The reader will also have the option to contact the expert or read a related article if they don’t respond to the primary CTA
