Inverted pyramid no welcome filler
inverted-pyramid-no-welcome-filler
Inverted pyramid; no welcome-message filler. Most important idea/step first; then prioritized tasks; extra detail last and only if it supports the task. Stay on topic; no “welcome to our site” or background for its own sake.
Description
Canada.ca uses an inverted pyramid: most important idea or step first, then prioritized tasks, with extra detail last and only if it supports the task. Stay on topic; skip “welcome to our site” and background written for its own sake. Apply when opening page copy for a task people need to complete. Fail a welcome-to-our-site opener, or background that appears before the task they came to do.
When to use
Opening Canada.ca page copy for a task people need to complete.
Not when
Required legal notices that must appear before a regulated action.
Agent hint
Put the main idea first; park extra detail last; drop welcome-to-our-site openers.
Lead is the main idea/step; extra detail is last and task-supporting; no welcome/background filler.
Welcome-to-our-site opener, or background before the task.
Citations
Canada.ca — Designing content; Content Style Guide
https://design.canada.ca/specifications/design-content.html