Two thirds of text with a large heading next to a portrait image that sits lower than the text, with a caption. Use to tell one idea at length with a picture that keeps the page from feeling boxed in.
Field notes
A good page reads like a conversation, not like a brochure.
Readers arrive with a question. The page that answers it first, in plain words and in the order they would ask, earns the next minute of their attention.
We sketch that conversation before any layout exists. Every section gets one job, a heading that states it and the shortest text that does it. What does not answer a question moves further down or leaves the page.
The result is calmer to read and easier to keep up to date, because each part has a reason to be there.
