How to write an answer-first paragraph

An answer-first paragraph states the answer in the first sentence, then gives the one or two facts that make it true. It is 40 to 60 words, it does not begin with a question or a story, and it can be read on its own. Google lifts it into the answer box; a voice assistant reads it aloud; a person in a hurry gets what they came for.

The shape

First sentence: the answer, with the number or the name in it.
Second sentence: the main condition or exception.
Third sentence, optional: what to do next.
Then a heading, and the longer explanation for people who want it.

An example, before and after

Before: "Many of our patients wonder whether they need a referral before starting physical therapy. The rules vary by state and by insurance plan, so it is always a good idea to check with your provider. At our clinic we are happy to help you figure it out."

After: "In Minnesota you do not need a referral to see a physical therapist. Some insurance plans still require one to pay for treatment, so check yours before your first visit. Our front desk will confirm it when you book."

The second one answers, states the exception, and tells the reader what to do. Google lifts that one.

The mistakes that lose the box

Starting with a question. Starting with "it depends." Putting the number in a later paragraph. Writing for a search engine instead of a person, so the sentence reads as spam. And answering the broad topic instead of the specific question in the heading.

Questions people ask

How long should the paragraph be?

Between 40 and 60 words for a definition or a yes-no question. Longer answers should become a numbered list or a table instead.

Should every page start this way?

Every page that exists to answer a question. Service pages should open with what the service is and who it is for, which is the same idea.

Does the heading have to be the exact question?

Close to it, in the words people use. Search Console shows you the wording.

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