Organise content around user needs

A well-structured page helps people to find what they need without reading every word.

• Front-load the content — start with the most important information.
• Limit each page to one topic.
• Put information in a logical order so users can move through the page easily.
• Structure content around user tasks and questions, rather than organisational topics.
• Use clear, descriptive headings that tell users what each section contains.

How content design elements can help users

Page summary

Use a summary at the top of a page to:

• tell users why they should read the rest of the page
• promote critical or sought-after information.

Headings

Headings act as signposts that help users scan the content and locate information quickly.

If a reader cannot tell what a section covers from its heading alone, the heading is not doing its job.

Headings and subheadings

Paragraphs

Paragraphs should be short and to the point. Short paragraphs make your content easier to read on any device, especially mobile devices with smaller screens.

• Cover one main idea in each paragraph.
• Aim for 1 to 3 sentences per paragraph.
• Keep sentences to 25 words or fewer.
• Break long sentences into shorter sentences or use bullet points.
• Use active voice and plain language.

Tone and voice

Plain language

Links

Links help users complete a task or find relevant information.

Link directly to the relevant page instead of copying content, as this helps users find the right source and reduces maintenance.

Links

Lists

Lists help users scan, compare and understand related information more easily than dense paragraphs.

Lists

Alerts and callouts

If you have an alert or callout feature to highlight important information (for example, with a border), be careful not to overuse it.

People often notice these elements first, so use them sparingly. Too many can be distracting.

• Use them only when they add value.
• Keep the design consistent.
• Add clear headings when needed.
• Make sure they’re accessible.

Check the structure before publishing

Consider these questions before publishing the page:

• Can users identify the page’s purpose from its title and summary?
• Does the page cover one clear topic?
• Is the most important information first?
• Do headings describe the sections beneath them?
• Does each element support a specific user need?