Write an eye-catching headline (no more than 60 characters)

In summary

• The summary box should appear on articles other than tax summaries and other very technical updates
• It serves a different purpose to the standfirst, being a more practical tool for the reader
• It will stop us wasting some readers time, while encouraging the intended audience to read on
• Keep each bullet to a single sentence

Start your article here. Launch straight in with your most valuable information rather than using an academic-style introduction. This structure is known as the inverted pyramid and it is used by journalists to get people to read on.

You then expand your text by adding further details before finishing off with ‘nice to haves’. This way, if your audience stops reading before the end, you’ve already got your key message across.

People scan text before making a snap judgement on whether to read on. Use sub-headings throughout your text to show them what’s coming next.

Sub-headings also give your content a clear structure and hierarchy.

Search engines such as Google like sub-headings too. They use them to understand the structure and contents of your article. When you make it easy for them, it’s more likely they’ll prioritise your article in search results. 

Short paragraphs are easier to read so bear this in mind when writing. Be aware too that websites play tricks on your eyes so a paragraph that seems ok in a Word document can look too long online.

Short sentences are usually better too. But do mix up paragraph and sentence length because it helps with the rhythm and flow of the text.

Bullet points or numbered lists are a great way to pack information into a small space, get across key points and break up the text so it’s easier to read.

When using bullet points, bear the following in mind:

• Don’t overuse them. Too many structured lists in one piece can reduce engagement, make your content look cluttered and suggest it lacks depth
• Prioritise the most important points first unless there’s another obvious order
• Make them consistent. Bullet points should flow so start each with the same part of speech and use the same grammatical structure
• Stick to our bullet point style which is to upper case the first letter of each bullet point and avoid full stops at the end – even the final one

Just before the call to action, include some top tips if appropriate. Use the format below. 

A call to action – known as a CTA – is marketing speak for the text you use to show your audience what you want them to do next. Here’s an example:

1. We’ll need sources here for any statistics or quotes. Please include them in your Word document along with the article when you send it over.