Write web leads that lead readers into your message
Leads should lead your reader into your web page — not lead them astray.
The most compelling leads are concrete, creative and provocative. They show instead of tell, grabbing the readers’ attention and pulling them into the piece.
So which types of leads work best for web content? Here are four effective web leads to try:
1. Snappy synthesis
Don’t bury the lead under all of the W’s and H’s. Instead, steal a trick from The New York Times, and try snappy synthesis. Synthesize your subject matter into a short, snappy sentence like this:
Russia has a new enemy: the currency markets.
2. Stakeholder benefits
Don’t write about us and our stuff. Instead, draw readers in by focusing on how they can use, or benefit from, our products, services, programs and ideas. Here’s how that looks:
The 2,000 commuters who now spend an hour each day driving from Sunrise Beach to Osage Beach will soon be able to make the trip in 15 minutes.
The reason: a new, $24 million bridge that Community Transport Corp. will build this summer.
3. Data point
Can you illustrate the gist of the story with a startling statistic? If so, try a lead like this, from Visa’s Reading Is Fundamental program, for your web content: