Ronin

Well I do not know if that is how it works for the term lead, but basically an article needs a catchy intro. (I don't know if the English term "lead" is also substitutable with the "shot" or the intent of the whole article and basically a synonym for the story itself, but if it is, that's the right word.)

This would be the lead. It tells you what you will get in the rest of the article and might reveal the intentions of the writer or the motivation.

With this, the process of reading becomes more natural; the leads introduces the "concerns" and the article discusses them to completion.

Often people forget that when they write something, others will not get this introductory question of why and what, that made the article start, delivered on a silver tablet.
That's why any (informational) article has to start with a lead.
The clearer, the simpler and the shorter, the better.

Example:
"Where does soccers stand at?"
Added in in front would already sort it out (though hardly fit in).

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