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We wprowadzeniu, zwanym przez dziennikarzy lidem, umieszczamy zaciekawiającą internautę zapowiedź zawartości artykułu. Warto zadbać, aby wprowadzenia miały w przybliżeniu podobny rozmiar.

W części głównej artykułów umieszczamy ich treść. Staramy się pisać prostymi, krótkimi zdaniami. Unikamy długich i trudnych wyrazów. Tekst dzielimy na krótkie akapity liczące 2-5 wierszy.

Stosuj śródtytuły

Jeśli to możliwe, dziel artykuł na mniejsze cząstki i oznacz je nagłówkami. Śródtytuły bardzo pomagają czytelnikom znajdować ważne dla nich informacje.

Wykorzystaj punktowanie i numerowanie

Gdy wymieniasz kilka elementów, zastosuj listę punktowaną. Gdy kolejność elementów jest istotna, zastosuj listę numerowaną. Czasem warto połączyć oba rodzaje listy, np.

  1. Przygotuj potrzebne produkty:
    • jeden produkt
    • drugi produkt
  2. Włóż je do naczynia
  3. Dobrze wymieszaj

Wyróżniaj z umiarem

Gdy chcesz wyróżnić jakiś ważny fragment, użyj pogrubienia lub – wyjątkowo – pochylenia. Tekst pochylony jest trudny w czytaniu.

Opisuj ilustracje

Dobra ilustracja jest czasem warta więcej niż 1000 słów. Ale nie wszyscy mogą ją zobaczyć. Dlatego opisuj każdą ilustrację ważną dla treści artykułu – gdy dodajesz grafikę, umieść jej opis zwany tekstem alternatywnym.

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