How to write a feature post

Gather together all the source material (eg publication, executive summary, media handling, press notice).


  • think about the intended audience – what will they be interested in?
  • include a call to action – even if this is simply where to find out more

Include the 5 Ws:

  • Who is it about?
  • What happened (what’s the story)?
  • When did it take place?
  • Where did it take place?
  • How did it happen?
  • Why did it happen?


Try to keep it short but get the message across. Always include a verb. Write it in sentence case.

Introductory sentences

Keep the introductory sentences short and to the point but make sure you summarise the main points of the story in the opening few sentences. The title and the opening 237 characters will be used to link to the page throughout the site, as well as elsewhere online, so make sure they describe the content of the story so that readers can make an informed decision about whether to follow the link.


Add an image (see image guidance)


Add the detail that will interest your audience. Break up your text to make it easy to read online:

  • paragraphs should generally be only one or two sentences long
  • use bullets where you can (these should generally be lower case and usually don’t need any other punctuation)
  • use sub-headings ideally every few paragraphs
  • aim to include block quotes – a quote or extract, an image or a video


Always include some context. For example how the publication, activity or story relates to DH policy and other work, or what will happen next. This will often sit at the end of your feature.


Always think carefully about links. You need to include all the key things the reader might want to see next. Always try to point them to pages on the DH site, but bear in mind any existing or dynamic links that will appear on or near your post too.

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