Lead paragraph. Set up the problem in two or three sentences and give the reader a reason to keep going — this is the only paragraph most people will read in full.
Body paragraph. Replace this text with the article content. Paragraphs use <p> and inherit comfortable measure and colour automatically from .article-body, so no inline styling is needed anywhere in this section.
A section heading
Supporting paragraph under the heading. Keep sections to three or four paragraphs and break long stretches with a pull quote, a callout or a list so the page never reads as a wall of text.
- List item — use for criteria, steps or constraints.
- List item — markers pick up the brand blue automatically.
- List item — keep each to a single line where possible.
A pull quote sits here. Use it once, for the single sentence you would want a reader to remember a week later.
A second section heading
Continue the argument. Where a claim rests on data, name the source in the sentence rather than in a footnote — it reads better and travels better when the paragraph is quoted elsewhere.
Closing section
Close by returning to the opening problem and stating plainly what changes if the reader acts on the argument. Avoid a summary; end on the consequence.
