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Follow the "inverted pyramid" format
News writers commonly apply the inverted pyramid format. Pick up a newspaper, and you'll notice that most stories lay out the most important information (often referred to as the "five W's" - who, what, where, why, and when) in the first paragraphs. This information forms the base of the story, with the less crucial information pushed toward the bottom. In the same way, a web page should provide its most important information at the beginning of the content to increase the likelihood that the visitor will be exposed to it. What do you want the visitor to take away from this page? Say it first.
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