Body copy isn't the place to introduce your page
You've written the heading. You know what the page is about. The reader knows what the page is about. So why does your first paragraph explain what they're about to read?
Most first paragraphs are throat-clearing. They restate the heading in different words, set context no one asked for, or promise value the rest of the page should already be delivering. They're the writer's way of easing into the work. They're not the reader's way in.
The introduction you don't need
Look at your first paragraph. If it:
- Repeats the heading with minor variation
- Announces what the page will cover
- Explains why the topic matters in broad terms
- Uses phrases like "in this guide" or "we'll explore"
Delete it. Start with the second paragraph. That's usually where the actual page begins.
Your heading already did the job of naming the topic. The reader clicked because they wanted the substance. Give it to them immediately.
What body copy should do first
The opening paragraph should advance the reader's understanding or give them something they can use. Not prep them for advancement. Not promise usefulness. Deliver it.
If you're writing instructions, start with the first step. If you're explaining a concept, state the concept. If you're making an argument, make the claim. The reader is already on the page. You don't need to coax them in.
This isn't about being abrupt. It's about respecting that someone chose to read your page because the heading told them what it was about. They don't need a second heading disguised as an opening paragraph.
Test: delete the first paragraph
Draft your page. Then delete the first paragraph and see if the page still works. Usually it works better. The second paragraph was written after you'd warmed up, after you'd figured out what you were actually trying to say. That's where the page should start.
If deleting the first paragraph breaks the page, you've probably got a heading problem, not an introduction problem. The heading should carry enough weight that the body can start doing real work immediately.
When you actually need an introduction
Sometimes you do need to set context. If the page assumes knowledge the reader might not have, state that upfront. If there's a prerequisite step, name it. If the page is part of a sequence, orient the reader.
But that's different from summarizing what the page is about to do. Context is information the reader needs to proceed. A preamble is just delay.
The difference: "This guide assumes you've already set up your CMS" is context. "In this guide, we'll walk you through the essential steps of configuring your CMS" is a preamble.
Write the second paragraph first
If you keep writing introductions you end up deleting, write the second paragraph first. Start with the substance. Then, if you truly need an opener, you can write one that does actual work instead of announcing the work you're about to do.
Most of the time, you won't need it. The substance is the introduction.