Article

An article is more than words stitched together cohesively; it’s a carefully crafted medium expressing thoughts, presenting facts, sharing knowledge, or narrating stories. An article is a versatile format meant to inform, entertain, or persuade readers.

Using this example, we explain the challenges and opportunities for the different elements of such a serie of articles.

In addition to reading the article, the visitor is primarily encouraged to download the entire research report.

The visitor has explicitly chosen to select this article from an "activity stream". That's why we want to give the visitor time to read through the content by not wanting to disturb them with a prominent CTA at the beginning.

Keyline

A short title with actionable ideas. This can be an invitation to discover a new product or message that spark curiosity.

The role of the subtitle is to support the bold claim or, as in this example, to explain what the visitor can expect in this article.

General task / recommendation

Prioritize clarity: make sure your key lines clearly communicate the value or benefit of the product or service. Avoid jargon or complex language that might confuse visitors.
Leverage action-oriented verbs: use verbs that inspire action to encourage users to engage.

Image

The image is aligned with our branding guidelines and is easy to relate to the main topic presented in the article. In this series of articles, the image also supports a similar look and feel on each article.

General task / recommendation

Relevance to content: ensure images are directly relevant to the page content and the message you want to convey.
Diversity and inclusion: when possible, reflect diversity showing a range of cultures, ages, and backgrounds.

Relevance section / Social proof

Since this article consists mainly of the interview, it makes sense to explain the current problem in a fresh way beforehand to give the visitor the opportunity to decide whether it is worth reading the content of the discussion.

Value section

With our grid component, a simple and clear question & answer presentation has been chosen.

General task / recommendation

Hyperlinks are good, but many hyperlinks in continuous text can negatively affect readability or cause the visitor to leave the article too early.
Strategic placement: place the links where they feel more natural in the text and where they can provide maximum value to the reader, such as for further reading or when citing sources.