Five dimensions, in order of consequence
Score in this order, because a failure at the top makes the rest irrelevant.
- Accuracy: every number, quote and date traceable to something a reader can open.
- Completeness: the promise of the headline and headings actually delivered.
- Structure: a reader can find what they came for without reading everything.
- Clarity: sentences a tired reader can follow once, without re-reading.
- Voice: it sounds like this brand rather than like the median of the internet.