The inverted pyramid style of writing works well to produce the kind of content that generates significant targeted traffic to your agency’s blog for new business leads.
I recommend using the inverted pyramid style of writing used by journalists where you place the most important information first with a text. It is a common method for writing news stories but works extremely well when writing for online versus writing for print.
Journalism on the Web is definitely different from print journalism. How most people read online? They don’t, they scan.
Nielsen Norman Group’s research found that 79 percent of their test users always scanned any new page they came across; only 16 percent read word-by-word. A newer study found that users read email newsletters even more abruptly than they read websites.) People prefer sites that get to the point and let them get things done quickly.
Nielsen also predicted the use of the inverted pyramid style of writing for the Web back in 1996.
Most readers are impatient and want stories to get to the point immediately. The inverted pyramid style of writing helps compel the writer to get to the point quicker. For this style of writing, you put the most newsworthy information at the top, and then the remaining information follows in order of importance, with the least important at the bottom.
The pyramid style of writing is valued to your readers because they can leave the story at any point and still understand it, even if they don’t have all of the smaller details.
I would suggest actually leading your article/post with what I call the “takeaway or benefit” statement. Simply answer the question, “What is my take away, what is my benefit if I commit to read this article?” You actually lead the story by starting with the conclusion.
“The inverted pyramid organizes stories not around ideas or chronologies but around facts. It weighs and shuffles the various pieces of information, focusing with remarkable single-mindedness on their relative news value.” - journalism historian Mitchell Stephens