Use snappy synthesis, stakeholder benefits & more
Web content’s not a newspaper story. So instead of news leads, try these four types of web leads:
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:
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:
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:
Show, don’t tell. Illustrate your essential point with an example like this, from an H&R Block survey of kids about taxes:
The best leads grab attention, pull readers into the content and leave a lasting impression. Which of these approaches makes the most sense for your web lead?
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?
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 June 20.
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.