#general

My directions from big-name brands have been to get to the good stuff in the first line itself. Mostly, to capture the featured snippet. So something like "XYZ is..." The clearest answer ranks higher IMO.

Depends on the search intent/target reader’s level of experience. If the search intent is informational in nature, get to the point quickly like Brinda said, and include an example to illustrate. This could be something from the client’s case study, something from an SME, or a hypothetical example.

But if the search intent is more investigational/transactional in nature, think carefully about whether you really need that section. You could define the topic briefly in the intro to still go for the snippet while getting right to the reader’s intent (whether that’s a buying guide, template, etc.)

One way to define it without being patronising is to clear up any misunderstandings that people can have about the term. Here's an example (keyword being defined is quote to cash):

"Quote-to-cash (QTC) is the term for the business process that begins when you prepare a quote for a prospect, and finishes when you recognize the revenue from the sale.

It’s sometimes confused with order-to-cash (OTC) — but OTC just includes the steps from receiving an order onwards. QTC is the full end-to-end sales process, including the initial Configure Price Quote."

I also think you can find a competitive edge for the featured snippet by using easy to understand, jargon free language. As @Brinda Gulati points out, clearest answer wins - so avoiding sounding too pompous or AI generated can help.

Adding examples and a relevant image gives you an edge over most. As Rosie said too, look out for specific opportunities where you can clear up a misunderstanding.

I agree with @Bree Recker and I'd say if you still want to write that section, write it at the bottom under FAQs instead of starting with it. It can be a real turn-off if your audience is already knowledgeable.