Content patterns

Last updated: 19 May 2025

Our websites are made up of several patterns that help a user to orientate where they are and find the information they need.

F reading pattern

Web content is often scanned, not read line-by-line.

The F reading pattern mimics the way people typically read web pages. They start from the top left, move horizontally, then scan down the left side.

We design our content with this reading pattern in mind by:

• putting the most important information at the top of a page
• using headings to help with structured scanning of a page
• visually grouping small chunks of related content
• left aligning our content (also better for accessibility)
• minimising the amount of content on the right-hand side of a page.

Credit: Eye tracking image from Nielsen Norman Group

The inverted pyramid refers to a structure where we start with the most important information first. This is so readers can understand the main point of our content regardless of how much they read.

We identify the key points and facts at the top of a webpage followed by secondary information and then smaller and more nuanced details.

This style is inherited from journalism. Journalists will put the who, what, when, where and why at the start of a story, followed by supporting details and background information.

This pattern supports all types of readers. It can:

• improve comprehension – users can quickly form a general understanding of the page they’re reading
• support readers who skim
• reduce reading time
• encourage scrolling – by engaging users with the main point and drawing them into the details that follow.

Many of our webpages lead to a call to action, such as:

• applying
• booking
• reporting
• paying.

The content on these pages must include:

• what the user needs to know before they begin a task
• what happens after a user completes a task.

For example, before a user begins a task they'll need to be told what information they'll need to provide, such as proof or documentation so they can prepare it.

When a user completes a task, for example they complete and submit an online form, they want to know what will happen next. It's important we set expectations. For example, we can tell them how long something may take and if they should expect to hear from us.

We aim to develop more content patterns for medway.gov.uk to improve consistency on the website. For example, for how we will write and present content for:

• contacting us
• reporting something
• consultations
• campaigns
• life events (such as moving home).