Mark, from my business days preparing powerpoint presentations, the three things were:

1. Tell them what you're going to tell them. (what is your article about).
2. Tell them. Give them the details (content of your article).
3. Tell them what you told them. (Conclusion, Final Thoughts, Summary, etc.)

I still use this format when writing blog posts.
Hope this helps.

Mark, I learned to write and present sermons over 30 years ago, and we had an outline that I still use all the time all these years later. I think it applies equally to writing good content for your website. Ready?

Proposition: the big "so what" of your article. Keep it in mind the entire article. What's your keyword phrase? Use it to illustrate your point and make your point.

Goal: What's so important about your big "so what"?. This is what you are aiming at. The Bible says without a vision the people perish. A pointless article dies a miserable death.

Intro: Tell a great story that somehow illustrates your big "so what". Make it emotionally appealing, draw your readers in.Tell them what you are going to tell them.


1. Key point concerning the big so what
2. 2nd Key point
3. 3rd Key point

Conclusion: Tell them what you just told them, and why it's important. Tell them what to do with what you told them.

Keep in mind Socrates plan to present any idea. 65% pathos or emotional direct response material, 25% logos or facts regarding the material, and 10% or less about your qualifications to present or teach the material.

Your conclusion always is the summary of the content, a repeating of all you told them along with a call to action.

I normally write
in my opinion,
sometimes I use my final thoughts,
In summary
To sum it up
In short
I never write the word conclusion. It's overused.
I hope this helps

Have a sub headline something like:

My final thoughts or To sum things up.

And then give your conclusion and/or opinion.

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