Blog posts are a great tool for any business wanting to improve their digital presence. By sharing expert opinions or knowledge on a particular topic, companies can present themselves as thought leaders in their field whilst also boosting their website’s Search Engine Optimisation (SEO) results. Blog posts can be easily shared on social media and allow the author to put a more personal or even controversial spin on a topic, compared to a generic web page.

Writing a blog post can be very straight forward once a clear structure is formed. A clear structure will enhance the understanding of the topic and maintain the readers’ attention throughout. The level of information and length will be determined by the target audience – consider who is likely to be reading your blog. Generally speaking, blog posts should contain a minimum of 700 words and a maximum of 1,600.


At the very top of the blog is the headline and the first thing that people will notice, therefore it must stand out. A great headline is catchy, snappy and gives a taster of what the blog post is about, without giving away the outcome.


Readers respond better to texts including visuals, rather than text only. Under the heading should be a picture related to the topic of the blog, however depending on the content, this can also be something humorous.

Subheading and introduction

A subheading should then be placed under the picture, enticing people to continue reading, sometimes with a slightly different angle of the topic, compared to the headline.

This should be followed by a strong introduction as this will hook the reader even more. The introduction should set the scene, provide reasoning for the topic of the post and state how the reader will benefit from reading your blog. If people read the first few sentences they are more likely to read the entire article.

Main content

This is where you can show that you are an expert in your field and provide a more detailed viewpoint, facts and explanations. When it comes to breaking up the main body of the blog, bullet points and separate paragraphs are a great way to organise the structure and build a picture of ideas. Bullet points can be used to arrange the paragraphs or be made into subheadings, which will make it easier for the audience to read. The main body should contain a logical sequence of points, grasping the reader’s attention and guiding them through a thought process or thesis. It is very easy to go off track and ramble on so keep it clear and concise.

Your first bit of content should be planned around keeping your reader in mind, thinking about what would connect with them on an emotional level. The more connection they have, the more of their time they will spend reading the article. When writing the blog, you must make sure any sources you quote are reputable. When planning your structure and content, bear in mind Keyword Research & SEO. When using other people’s statistics or research, it is important to link back to the original source, and credit the author.


The final paragraph will be summarising the conclusion, which will wrap up everything stated. It will bridge ideas/points together, from the introduction through to the last point made. Give people actionable advice, once they see results they are likely to remember the blog and author permanently.

Proof read

Proof reading your work is something you should do once all the writing is completed. A poorly written blog cannot communicate the message you want it to. You may find spelling mistakes, grammar errors or clunky syntax. It is important to read through and revise, more than once – you may even discover better points to add in or realise something you have stated is a little vague.

Ask yourself, is there a clear text structure? Would people be able to skim read this blog the way you have presented it? Even though you have spent a lot of time and effort on this blog there will still be people who will just simply want to skim read it.

We hope that you find this post useful when writing your next blog.  If you need any help with content for your website, we would be delighted to assist. Contact us on 01903 530787 or

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