In the world of blogging, there’s a wide range of style and structure that works well for different people, brands and purposes. Some blogs thrive off lengthy personal posts, some off shorter, more direct journalistic writing, and some do best with primarily visual posts.
There’s really no right or wrong way to approach blogging—though, for small businesses and entrepreneurs, it typically makes sense to use your blogging platform as a means of growing your business.
Some of the ways your blog posts can support your business are:
informing your readers of what you do and what you can offer them
promoting a new product or service launch
establishing your brand personality
connecting with and gaining trust from your readers
sharing valuable content that helps your readers (solves a problem they’re having)
sharing expertise that establishes you as an industry expert
With these goals in mind, here are a few tips we recommend for structuring and writing your blog posts:
Know your audience
The very first step, before you even start writing, is to know who you’re writing for.
If you haven’t already, take some time to define your audience. Who is your ideal customer, client or reader? It’s worth pausing to get really clear on this step so you can specifically write your blog posts to attract this particular reader.
Craft a clear & engaging title
We know, we know, we’ve mentioned this before, but it’s definitely key to helping your blog posts perform as you’d like—because it helps get the right people to read them. Your blog post titles should clearly articulate the content inside of them, and they should be worded with language and terminology that makes sense and is meaningful to your ideal audience.
Start with “what” & “why”
In your intro, explain what you’re going to share in this post and why it’s important to your readers. Your ideal reader should be able to read the first paragraph of your post and think to themselves: “Ooh, I like where this is going” or “Cool, I want to hear more about this,” etc.
Use strategic headers
Organize and structure your post with thoughtful hierarchical headers. Besides the SEO benefits of doing this, it’s important for your readers’ experience, as it helps to break up the text and walk them through the different sections of your post. Many readers, whether consciously or not, will first skim headers before choosing to delve into the content.
Show your personality
One of the awesome things about blogging is that it helps to bring out your brand’s personality and thus build a deeper connection and level of trust with your audience.
Showing your personality could include sharing behind-the-scenes stories or snapshots to connect your readers to your products, services or brand; telling personal stories (origin stories—how you got here—are a good one); using humor; or running a series specific to your brand. It could also include design elements like the layout, fonts and colors of your blog, or signing off with a custom branded blog signature.
Give a call-to-action
To achieve business goals other than just sharing your words with your audience, every blog post should include a call-to-action. What do you want your readers to do after reading your post?
This could be any number of things:
a button to visit something / join something / buy something
a link to another page or resource
a freebie download (yay opt-in gift!)
a written summary of the article’s takeaway and what the reader is encouraged to do
social share buttons and an invitation to share the post with someone else who would like it
Each post should have at least 1-2 (if not more!) ways for your audience to do something with the information or inspiration they’ve received from reading your post. You can give them these opportunities at the end of your article or throughout the text if that makes more sense.
This blog post (by our sister wellness company) shows examples of several of the call-to-actions mentioned above, including different placement throughout the post.
Offer ways to contact you
If the business purpose behind your blog posts includes something that your readers might want to contact you for (like a question about your services), you’ll want to make it super-duper easy for them to reach out.
Totally your choice how you’d like to be contacted—via email, your website contact form, tagging you on social media… but whichever it is, just be sure it’s clear on each blog post how they are best able to reach you.
Promote your relevant content
We’ve shared this one lots before too (see our tips for setting up your Squarespace blog), but it’s a great idea to use your newer blog posts to link to other existing content on your site.
You can link to other relevant pages or blog posts directly within your text (like we just did). And/or you can create a “Related Posts” reel highlighting other blog posts with similar content your readers might be interested in. (To set this up you’ll just use Squarespace’s summary block feature and sort the displayed images by category or tag—see our example at the bottom of this post.)
Proofread, proofread, proofread
Not all business owners or entrepreneurs (or even professional bloggers for that matter) are natural writers or grammar experts. Totally okay. You don’t have to be the world’s most perfect wordsmith to create compelling and useful blog content. You don’t have to be a spelling champion to be seen as an authority on your topic.
But you do need to put some care and attention into your blog posts—the same as you would to any other element of your work. While blog posts may not be as monumental as your product design, they’re also not just “fluff”—they’re an extension of your business and your brand. And, very often (especially for online businesses!), they’re the first contact your business has with a new potential client.
If you want to make a good first impression with your prospective clients, you’ll want to be sure your blog post is well-crafted with attention to your brand and business goals, and that it’s hosted on a professionally designed website and blog.
Want to write content that grows your business & brand?
Our Blog Post Checklist is designed to help your blog posts meet your business goals.