{"id":24648,"date":"2023-05-21T08:11:37","date_gmt":"2023-05-21T12:11:37","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=24648"},"modified":"2023-12-19T10:26:37","modified_gmt":"2023-12-19T14:26:37","slug":"lede-or-lead","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/05\/lede-or-lead\/","title":{"rendered":"What lede (or lead) should you use for web content?"},"content":{"rendered":"<h2>4 types of web leads to try \u2014\u00a0and 3 to avoid<\/h2>\n<p><em>Lede or lead?<\/em><\/p>\n<figure id=\"attachment_32102\" aria-describedby=\"caption-attachment-32102\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32102\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/writing-for-the-web-and-mobile\/content-structure-for-web-pages\/lede-or-lead-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/lede-or-lead.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"lede-or-lead\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Ledes should lead&lt;\/strong&gt; However you spell it, the opening paragraph of your web content should lead readers into your piece. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/fawn-french-bulldog-sitting-leather-leash-254078350&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Javier Brosch&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/lede-or-lead-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/lede-or-lead.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/lede-or-lead.png\" alt=\"Lede or Lead\" title=\"Lede or Lead\" width=\"450\" height=\"300\" class=\"size-full wp-image-32102 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/lede-or-lead.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/lede-or-lead-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32102\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/writing-for-the-web-and-mobile\/content-structure-for-web-pages\/lede-or-lead-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/lede-or-lead.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"lede-or-lead\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Ledes should lead&lt;\/strong&gt; However you spell it, the opening paragraph of your web content should lead readers into your piece. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/fawn-french-bulldog-sitting-leather-leash-254078350&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Javier Brosch&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/lede-or-lead-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/lede-or-lead.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/lede-or-lead.png\" alt=\"Lede or Lead\" title=\"Lede or Lead\" width=\"450\" height=\"300\" class=\"size-full wp-image-32102\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/lede-or-lead.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/lede-or-lead-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-32102\" class=\"wp-caption-text\"><strong>Ledes should lead<\/strong> However you spell it, the opening paragraph of your web content should lead readers into your piece. <a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/fawn-french-bulldog-sitting-leather-leash-254078350\" rel=\"noopener\" target=\"_blank\"><em>Image by Javier Brosch<\/em><\/a><\/figcaption><\/figure>\n<p>You won\u2019t find it in the Oxford English Dictionary. But the alternative spelling <em>lede<\/em> was supposedly created during the linotype era so as not to confuse <em>lead<\/em> with the strip of metal that was used to separate lines of type.<\/p>\n<p>The word <em>lede<\/em> still looks weird to me. But even if you prefer the spelling <em>lede<\/em>, remember: Leads <em>lead<\/em> the reader into the body of your piece.<\/p>\n<p>So what types of web content leads should you try?<\/p>\n<h3>4 types of web leads to try<\/h3>\n<p>Web content\u2019s not a newspaper story. So instead of news leads, try these four types of web leads:<\/p>\n<h4><strong>1. Snappy synthesis<\/strong><\/h4>\n<p>Don\u2019t bury the lead under all of the W\u2019s and H\u2019s. Instead, steal a trick from <em>The New York Times<\/em>, and try snappy synthesis. Synthesize your subject matter into a short, snappy sentence like this:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Russia has a new enemy: the currency markets.<\/div>\n<h4><strong>2. Stakeholder benefits<\/strong><\/h4>\n<p>Don\u2019t write about <em>us and our stuff<\/em>. Instead, draw readers in by focusing on how they can use, or benefit from, our products, services, programs and ideas. Here\u2019s how that looks:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">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.<\/p>\n<p>The reason: a new, $24 million bridge that Community Transport Corp. will build this summer.<\/p><\/div>\n<h4><strong>3. Data point<\/strong><\/h4>\n<p>Can you illustrate the gist of the story with a startling statistic? If so, try a lead like this, from Visa\u2019s Reading Is Fundamental program, for your web content:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Today, more than 40% of fourth-grade children read below the basic level for their grade.<\/div>\n<h4><strong>4. Illustration<\/strong><\/h4>\n<p>Show, don\u2019t tell. Illustrate your essential point with an example like this, from an H&amp;R Block survey of kids about taxes:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Most 8- to 11-year-olds would rather go to school year-round than pay a nickel of \u201callowance tax.\u201d But pit that nickel against Nickelodeon, and they\u2019d gladly fork it over to protect their tube time. They also imagine Batman would pay more income tax than either Superman or Spiderman.<\/div>\n<h3>3 types of web leads to avoid<\/h3>\n<p>Don\u2019t treat your web content as a news story \u2026 but don\u2019t bury the lede, either. Here are three types of leads to avoid:<\/p>\n<h4><strong>1. Abstraction<\/strong><\/h4>\n<p>To draw readers into your web content, write web leads that are concrete, creative and provocative. That means dry, boring, abstract leads like this aren\u2019t a good choice:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">In agriculture and the general economy, change can happen fast, and when it does, the ripples are often felt in the value of collateral.<\/div>\n<h4><strong>2. Background<\/strong><\/h4>\n<p><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/background-section\/\">The background section<\/a> \u2014 aka the <em>blah blah<\/em> \u2014 belongs in the third paragraph. So keep definitions, history lessons and other broader context like this out of the opening paragraph:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">XYZ Company\u2019s development of ear-blasting technologies began with the introduction of Make It Louder software in 2004. Since then, it has progressed to include three additional generations of ear-blasting technologies that continue to achieve the highest level of sound quality.<\/div>\n<h4><strong>3. Welcome text<\/strong><\/h4>\n<p>According to the Nielsen Norman Group, nonessential introductions like this one cause readers to skip your lead:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Welcome to our site. We hope you will find our new and improved design helpful.<\/div>\n<h3>Ledes should lead<\/h3>\n<p>Whichever lead approach you choose for your web content, make sure it\u2019s concrete, creative and provocative. Make sure your lede leads readers into the story \u2014 instead of leading them astray.<\/p>\n<p>Regardless of how you choose to spell it.<\/p>\n<h3>Learn more<\/h3>\n<ul>\n<li>Learn more about <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-leads\/\">lede (or lead) writing<\/a>. <\/li>\n<li>Find out how to <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/\">organize your message<\/a>.<\/li>\n<li>Perfect the paragraph that comes after the lead: <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/nut-graph\/\">the nut graph<\/a>. <\/li>\n<\/ul>\n<div id='MMC-Leads' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-80\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Lead-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/lead-writing-training-mmc.png\" alt=\"Lead-writing workshop, a mini master class\" title=\"Lead-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/lead-writing-training-mmc.png\" alt=\"Lead-writing workshop, a mini master class\" title=\"Lead-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Hook readers with great leads<\/h3>\r\n\t\r\n<p>You\u2019re not still packing all of the Ws into the first paragraph, are you? Cranking out \u201cXYZ Company today announced \u2026\u201d leads? If so, your News Writing 101 class called and wants its leads back!<\/p>\r\n\t\r\n<p>To win today\u2019s fierce competition for your readers\u2019 attention, you need more sophisticated, nuanced leads \u2014 not the approaches you learned when you were 19.<\/p>\r\n\t\r\n<p>Learn how to hook readers with great leads at our <a title=\"Lead-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>lead-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect 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avoid<\/p>\n","protected":false},"author":6,"featured_media":32102,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[54],"tags":[148,263,12941],"class_list":{"0":"post-24648","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-web-writing","8":"tag-leads","9":"tag-nut-graph","10":"tag-web-content","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What lede (or lead) should you use for web content?<\/title>\n<meta name=\"description\" content=\"Ledes should 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