CTR and the Structure of Your Article

The Start of Your Article

Right from the very start, you should be setting your article up as an information resource. Be very structured with your introduction. Start with a sentence that grabs your reader’s attention or taps into their emotions in some way. Then follow it up with how your article will help the reader. Towards the end of the introduction, provide them with the structure of the article; tell them what they can expect to read in the rest of the article.

Let me provide you with an example.

A while ago, I was promoting the Asus Eee Pad Transformer tablet and I decided to write an article on finding cases for the Asus Eee Pad Transformer. Here is the introduction for that article:

"Getting a good Asus Eee Pad Transformer case is crucial if you want to protect your Asus Transformer from damage. Not only does a case provide added protection should your drop your tablet, it also forms a protective shield against scratches, dust, and nicks from everyday use.

The great thing about Asus Eee Pad Transformer cases is that you can find a great one for around $20 - $30.

In this article, I will show you what to look for in a good quality Asus Eee Pad Transformer case and which ones to avoid. At the end of the article, I will show you where to find them for the lowest price."

Notice how the first sentence grabs their attention by appealing to their fear of damaging their expensive Asus Transformer tablet. It visually shows them why a case is important (e.g. scratches, dust, and nicks), and then tells them that buying a case really isn’t too expensive (e.g. the benefits in added protection outweigh the small financial cost). Finally, I briefly tell them what they can expect to read in the remainder of the article.

The last part of the introduction is crucial, as this is where you can indicate that other resources are “hidden” in the links of your article. In this case, I tell them that my article will show them how to find a great one for around $20.

So right from the very start, just by dropping in one simple sentence, I have tapped into their subconscious desire to find a good Asus Transformer case.

Your strategy will differ slightly depending on where your links will take them. If you’re taking them to a product review page, indicate that you will show them where there are other reviews. If you’re linking to a product comparison page, indicate that you will show them how to compare similar products, etc.

Either way, your introduction should briefly drop a hint that your article will provide them with other resources in its links.

Right now I want you to open up my article on "Finding the best Asus Eee Pad Transformer cases" in a separate window. Since I will be referring to this article in the next couple sections, having it in front of you could be helpful.