When designing a site you need to think about your users. They need to arrive on the page

and see

what thy have searched for is what it's presented to the.

Then the flow of the page needs to be correct. It needs to read like a story with the summary and then lead them to details.

At the end do they need to do anything?

A call to action - give them options to do somehting else with you. Fill in a form, read antoher article or download a free ebook.