SESKStuff Everyone Should Know
SESK: Stuff Everyone Should Know · sesk.info/cadet-web-lead-first

Where should the key point appear in web writing?

Put the key point first, where scanners can find it quickly.

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  1. Near the beginning ✔
  2. Only in a footnote
  3. After several background paragraphs

Why: People often scan web pages instead of reading every word. Leading with the main point helps them quickly decide whether the page answers their need.

Huh, didn't know that: Short, one-idea paragraphs also make online copy easier to scan.

The dad joke
Why was the website a good scout? It always put the main point up front.
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References

Answer: Near the beginning. People often scan web pages instead of reading every word. Leading with the main point helps them quickly decide whether the page answers their need.

  1. Learn to Lead, Volume 3 www.gocivilairpatrol.com/media/cms/L2LVolume_3__LOW_FINAL_4_MAY_13CC68236BDFE.pdf
    Place the key point right up front. Don't bury the lead.
    Checked 2026-10-10.

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