The word count is interesting. Presumably that's to approximately fill a "page", and provide a "familiar feel" to all articles on a site written by different authors?

That's a good link and states what I was trying to say:

"""Good content is easy to read

Good online content is easy to read and understand.

It uses:

    short sentences
    sub-headed sections
    simple vocabulary

This helps people find what they need quickly and absorb it effortlessly.

The main purpose of GOV.UK is to provide information - there’s no excuse for putting unnecessarily complicated writing in the way of people’s understanding."""