People don't read websites. They scan them. Eye-tracking research shows most people read in an F-shape: across the top, down the left edge, across again about halfway down. They're looking for the answer to their question. If they don't spot it fast, they leave.
This isn't about intelligence or attention span. It's about behaviour. Your job is to write for how people actually behave, not how you wish they would.
Think of your content as a newspaper, not a novel. The most important thing is at the top.
Middleton Co-operating is pleased to announce that following a period of consultation with key stakeholders across the M24 area, we have successfully secured funding to deliver a new community energy initiative which will seek to provide residents with access to affordable renewable energy solutions.
We've secured funding for a new community energy scheme in M24.
The scheme will help local residents access affordable, renewable energy. If you'd like to get involved, sign up here.
Keep under 400 words. One story per post. Lead with the news, not the background. Include a link to find out more or take action.
What it is, who it's for, how to get involved — in that order. Update regularly: an outdated project page is worse than none.
Date, time, location, cost (even if free) — in the first three lines. Every time. People scan events quickly.