A layered communication model developed by Mabus Agency that mirrors how real people explore—from first glance to final decision.
When someone first engages with your brand content, they’re not looking for a full breakdown of features or disclosures. They’re looking for a signal—some quick verification that they’re in the right place. But as they continue to engage, they expect and require more.
That’s the foundational idea behind the Inverse Triangles of Content: People want more depth the deeper they go.
When that depth is missing, they tune out. But when it’s done right—when each step earns the next—they stay engaged.
An old mentor used to say, “90% of the effectiveness of an ad is in the visual and headline.” He was right. Because nobody reads body copy if the top doesn’t earn it. That’s not just a truth of advertising—it’s a truth of all content. Websites. Blogs. Campaigns. Videos. Product pages. Every channel has layers. And the most effective content structure reflects that.
This model is the result of building hundreds of bank websites, studying real user behavior, and identifying what actually drives engagement. We didn’t just notice the pattern—we named it, built strategy around it, and turned it into a repeatable, measurable system. That’s what gives it power. And that’s why it works.
Why Layered Content Outperforms Flat Design
We don’t just believe in layered content—we’ve proven it. Our websites consistently outperform the competition. One client saw a 427% increase in deep engagements, and across clients, we’ve surpassed industry benchmarks for time on page, actions taken, and page-to-page movement.
Because depth—when it’s structured with purpose—builds trust. And trust leads to action.
This success doesn’t happen by accident. It happens because we reject the outdated idea that “fewer clicks” automatically means better UX. In fact, modern UX research shows that users will click more—sometimes 10, 12, or even 15 times—if they feel they’re learning something meaningful at every step.
The real problem isn’t clicking. It’s confusion. It’s mystery. It’s being forced to guess where the answers are—or worse, not even knowing what questions to ask.
The other problem is flat websites that try to put everything on one level. One client wanted their routing number on the homepage—three times. That kind of design doesn’t help people. It overwhelms them.
What gets mistaken for convenience is often just clutter. And your audience will judge you for it. They don’t want a homepage that screams every detail—they want a pathway that builds trust with every step forward.
What users want is a guided experience. They want to skim, then scan, then dig. They want content that unfolds naturally and earns their trust with every click forward.
That’s exactly what the Inverse Triangles of Content deliver: an intentional, self-guided pathway that turns passive visitors into confident, informed users ready to act.
What the Inverse Triangles of Content Actually Do
The Inverse Triangle is both a visual and strategic model for content depth. Imagine a triangle flipped upside down. The widest part—the top—is where your most general, accessible messaging lives. As someone clicks deeper, the content narrows in scope but increases in detail and complexity.
It’s the opposite of what many banks do: hiding details behind PDFs or long-form copy without context.
In the Inverse Triangles of Content:
- The top layer is broad and inviting—designed to signal relevance and connection. It asks: Does this brand resonate with me? This is where customers get their first impression and decide whether to keep going. (e.g., product category pages, campaign headlines, email subject lines)
- The middle layer is focused and educational—once interest is captured, this layer shows that you offer what they need. It provides clarity and context. (e.g., product overviews, video explainers, long-form ads)
- The bottom layer is precise and confidence-building—this is where the final decision is made. It delivers the specifics that remove doubt and reinforce trust. (e.g., rates, terms, FAQs, and disclosures)
Each layer maps directly to how people think as they move deeper:
- Oh, you’re a brand I could work with.
- You have the products and services I need.
- Thanks for giving me relevant details as I needed them.
If everything’s on one level, it’s a mess. If it’s layered with purpose, it converts.
Each layer has a job. Each layer earns the next.
Why It Works
Because your customer’s attention is layered, too.
When someone arrives at your homepage or lands on a campaign page from an ad, they’re not ready to comb through fine print or compare feature sets. They’re looking for signals—does this brand get me? Do they offer what I need? Can I trust them to guide me? But once they’re interested, they want specifics—and they want them fast. If that information is buried or absent, trust evaporates.
The Inverse Triangle Framework:
- Makes content intuitive and self-guided
- Reduces decision fatigue
- Prevents cognitive dissonance between marketing promises and product realities
- Builds confidence at every stage of the user journey
Insert Inverse Triangle graphic here.
Visualize the layers:
- Top – Engage: Brand-level clarity and tone
- Middle – Explain: Product benefits and education
- Bottom – Empower: Transparent specifics and next steps
How We Apply Inverse Triangles Across Channels
We apply the Inverse Triangles of Content model across every major type of content we create—from full websites to the simplest ad.
Each channel has its own structure, but the layers stay the same:
- Websites: Top-level pages set tone and clarity. Subpages build context. Deep links and disclosures close the loop—giving users what they need when they need it.
- Blogs: The title and opening paragraph earn attention. Midsection insights show substance. Closing sections deliver proof, specifics, or takeaways that build trust.
- Ads: The visual and headline are the first layer—designed to stop the scroll. Supporting copy or landing pages deepen the message.
- TV Scripts: The first line and image do the heavy lifting. The narrative builds. The final moment is what earns belief or action.
This isn’t about writing more. It’s about structuring better—so each step earns the next.
And no matter the medium, we use this structure to:
- Align message complexity with user intent
- Prevent drop-offs by guiding attention
- Surface the right information at the right time
- Build confidence without overwhelming the audience
What the Inverse Triangles of Content Solve
- Content that starts too deep—or never earns the next click
- Messaging that overwhelms instead of engages
- Campaigns that miss the emotional moment that drives action
- Strategies built on guesswork instead of behavior
The Inverse Triangles of Content solve one of the biggest problems in marketing: structuring information the way real people consume it.
They give your brand a clear way to build trust, guide attention, and increase the odds that someone not only engages—but follows through.
Because when you align your structure with human behavior, everything you create works harder. And works better.