Build the argument first
Open with the decision your reader is trying to make. Explain what you found, show the evidence, and be precise about what it means. The article layout keeps a comfortable reading width and builds its contents rail from your section headings.
Use headings to make a long piece navigable
Heading 2 creates a main section. Heading 3 introduces a subsection. Keep the headline in the Headline field; the page already supplies its single main heading.
Make comparisons easy to read
Use a table when readers need to compare the same attributes across options. Give it a useful caption, keep column labels short, and explain missing data in a footnote.
| Block | Best use | Include |
|---|---|---|
| Image | Show something the reader needs to see | Alt text, caption and credit |
| Table | Compare consistent attributes | Clear headers and a source |
| Pull quote | Highlight exact words | Named attribution and original source |
| Statistic | Emphasize one supported finding | Units, timeframe and source |
Let images earn their space
Give quotations context
“Every table, image and quotation should help the reader understand the argument.”
A pull quote is for verbatim language. Use a callout for your own summary. For a claim supported by outside research, add a citation to the relevant sentence and include the source in the Sources tab.
Connect the story to useful next steps
agencyExplore the agency directoryUse contextual links where the directory can help a reader act on the article.The Sources tab collects the primary references at the end of the article. Metadata controls the author, topics, publication date and related reading. SEO controls the search snippet, social image, indexing and canonical URL.