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:
Today, more than 40% of fourth-grade children read below the basic level for their grade.
4. Illustration
Show, don’t tell. Illustrate your essential point with an example like this, from an H&R Block survey of kids about taxes:
Most 8- to 11-year-olds would rather go to school year-round than pay a nickel of “allowance tax.” But pit that nickel against Nickelodeon, and they’d gladly fork it over to protect their tube time. They also imagine Batman would pay more income tax than either Superman or Spiderman.
What kind of lead approach do you use for your web content?
How can you organize messages for mobile?
Are you using a structure that’s been proven in the lab to attract 300% more readers and 520% more reading? Get more social media shares? Boost readership, understanding, engagement, interest, satisfaction and more?
If not, why not?
Master a structure that’s been proven to grab readers’ attention, pull them through the piece and leave a lasting impression at Reach Readers Online — our web-writing workshop starting Oct. 23.
Writing mobile web content will be a breeze once you learn Ann’s fill-in-the-blanks format. All it takes is five easy pieces.
Save up to $100 with our group discounts.
