The lead doesn't need to give away the ending, just give someone a reason to read on. A father's quest 7. DON T PILE ON Another story structure that has evolved online, mostly by accident, is what I call The Pile-On. A common problem with online writing occurs in breaking news stories. Unfortunately, the only people who are usually doing so are the journalists.
Few readers visit a site more than once a day.
Remember this when updating stories, and always keep the most important news in the lead. Most stories online are too long for a Web audience, and I imagine few readers finish them. But let that be a guideline, not a rule. Making readers scroll to get to the rest of a story is generally preferable to making them click. Online news users do scroll.