Move from the general to the specific

All effective writing follows a general progression from a general idea to specific details. Your online communications should do the same. In a storefront, arrange your menu choices from general to specific, putting items like major departments toward the top of the menu, and details like an "about our company" item toward the bottom, for example. In an online ad, article, or brochure, explain your general point first, and then supply details to back it up.