Notes from reading:
Janice Redish, ‘Start with your key message’, extract from chapter 7, Letting Go of the Words: Writing Web Content That Works, Elsevier Science, Burlington, MA, 2nd edn, 2012, pp. 136–138.

[Image Mighty Key by Aimee Giese, Creative Commons]

It's important to begin writing articles with the key sentence (the conclusion) first then work down to less important information (the inverted pyramid style), because readers don't keep reading to the end (especially on websites). The traditional way of writing essays and such we learn at school, is more of a narrative style with the conclusion coming at the end. Writing in the inverted pyramid style is difficult because it's different to what we're used to but once you get the hand of it, it comes in handy for writing everything from legal briefs to grant applications and even web content.