Frontloading means that you start headlines, paragraphs and links with the most important words. The first words should communicate the subject of the headline, paragraph or link. This is not like writing a novel or a story, where you have time to be coy and not get to the point for awhile. Youve got about a quarter of a second to grab that users attention or he wont read the rest of the sentence. Make the most of that opportunity.
If you do this, and you frontload your writing, especially at the top of the page, users eyes will easily catch the most important info, and theyll keep reading.
Here are some examples of good frontloading: