Recently, a client asked us for guidance on how to write effective blog posts—things like ideal length, structure, and how to make sure the content performs well online. We realized this is a common question, so we put together a quick guide you might find helpful too.
Whether you’re writing to educate, build trust, or improve SEO, the tips below are based on industry best practices and tailored to help make your blog content more engaging and impactful.
STRUCTURE
What to do:
· Headline: Clear, benefit-driven, and under 70 characters.
· Introduction: Hook the reader in the first 2–3 sentences.
· Subheadings: Use to break up sections and improve scannability.
· Short paragraphs and sentences: Aim for 2–4 sentences per paragraph.
· Bullet points or numbered lists: Help simplify complex info.
· Call to Action (CTA): End with a clear next step (comment, contact, share, etc.).
Why it matters: Most readers skim. A well-structured post makes it easier to digest information, improves mobile readability, and boosts SEO through better keyword placement and hierarchy.
WORD COUNT
What to do:
· Aim for 1,500–2,000 words for in-depth thought leadership or SEO value.
· Use 600–1,000 words for quick updates, announcements, or personal stories.
· Only go beyond 2,500 words when the topic truly warrants it (e.g., comprehensive guides).
Why it matters: Longer posts tend to perform better in search results when they are comprehensive and useful. But shorter posts are still effective when they meet the reader’s need quickly.
USE VISUALS & LINKS
What to do:
· Include at least one image (e.g., chart, graphic, or stock photo).
· Use internal links to other pages on your site and external links to authoritative sources.
Why it matters: Images break up text and increase engagement. Internal linking supports SEO and site navigation, while outbound links build credibility.
TONE & VOICE
What to do:
· Write like you’re speaking to a smart friend or customer.
· Avoid jargon unless it’s common in your industry.
· Maintain a consistent brand voice (professional, friendly, bold, etc.).
Why it matters: Consistency builds trust and keeps readers engaged. A natural tone also encourages sharing and interaction.
SUMMARY CHECKLIST
· Strong, clear headline
· Compelling intro
· Subheadings every 200–300 words
· Bullets/lists where helpful
· 1,500–2,000 words (on average)
· Image(s) included
· Internal + external links
· Clear CTA
· Friendly, on-brand voice
