Inverted Pyramid
The inverted pyramid is a method for presenting information where the most important information, represented by the base of the pyramid, is presented first and the least important (the tip) is presented last. Information designed using this model begins with a lead that summarizes the information, followed by the body, where the information presented in the lead is elaborated on and substantiated, in descending order of importance.
Thanks to its long use in journalism the inverted pyramid style has a number of well-established advantages:
Important information comes first, where it is more likely to be seen and remembered
This front-loading of content permits efficient scanning for information
The initial major facts establish a context for later secondary information
The structure places facts and keywords at the head of the page, where they carry more weight in search engine relevance analysis
In crowded home pages, it’s often good practice to provide only the lead and perhaps a “teaser” sentence, with the body of the article available through a “learn more” link to another page.