Have you mastered the art of writing the perfect lead paragraph? Destined to captivate your reader and make him want to read the rest of your article, the lead is a powerful SEO tool. In this article, you’ll find our personal tips and the 4 best methods to get the best out of your lead.
The lead paragraph in 3 numbers
- You have 6 seconds to convince your visitor to read your article.
- 95% of internet users read the lead paragraph in its entirety.
- The lead is the 2nd hottest reading area after the title, make the most of it!
What your reader expects from your lead paragraph
Methodologically, a lead is not the same as an introduction. For the reader, its use is firstly to build on the elements present in the title, therefore confirming the subject matter of the article, and secondly to pique the curiosity of the reader, enticing him to read the entirety of your work.
And if you want to get more into copywriting, discover the inverted pyramid, the golden rule of writing for the web.
What web crawling bots expect from your lead paragraph
When writing for the web, you should always have two audiences in mind:
- The most obvious one: Internet users, human beings who read your work and who you want to inform.
- The sometimes forgotten one: SEO web crawling bots! Less glamorous but crucial if you want to increase your visibility on the internet.
Your lead paragraph can be used as a meta description, making it show up on SERP (Search Engine Result Pages). This gives search engine users an efficient window into your content and can also increase your click rate, therefore boosting your traffic!
Our tips for writing a good lead paragraph
- Write your lead last, only once the rest of your article is ready.
- Stay consistent with your title while also enriching it.
- Use your SEO keywords.
- Be clear and concise, 350 characters (including spaces) is a good standard.
- Make your lead visually and typographically distinct from the rest of the article.