Anatomy Of A Successful Blog Post

 
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While all blog posts don’t have to follow the same rules, there are some key elements to keep in mind when writing your content. Following this checklist will help grab your readers attention and keep them coming back.

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60% of readers don’t make it past the headline, so you need to grab them with something compelling. When coming up with a title, be specific as possible. Sum up the blog in one sentence and that should get you headed in the right direction.

Here are some other factors to think about...

  • The ideal blog post title length is 60 characters
  • Headlines between 8-12 words are shared most often on Twitter
  • Headlines between 12-14 words are liked most often on Facebook
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Much like your headline, your featured image (sitting right at the top of your page) should reflect what your blog post is about. Very important: Always, always, always credit the photographer.

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You need to quickly bring your reader’s attention in from the very first sentence. This is another place to let your audience know what to expect when they read further — no surprises. Make sure to also write reference the headline so your audience doesn’t feel like you click baited them. No one likes that.

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Your Subheader is another opportunity to boost your SEO. Subheaders are good ways to break up your content and are often written in H1 or H2-sized fonts. Google registers these fonts and factors them into the algorithm. Make sure to include at least one keyword into your subheaders.

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This is the heart of your story. This is where your readers will find the most value from your post.

Here are some numbers to consider...

  • The website HubSpot found that the ideal blog post length is 2,100 words
  • The website Medium researched that posts that took seven minutes to read had the most engagement
  • The website serpIQ found that most Google top-10 results are between 2,032 and 2,416 words
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Numbers bring facts and substance to your posts. Bringing data into your information brings an element of research and authority to what you’re offering. Tip: When writing your numbers, write them out numerically (23 not twenty-three), it grabs your reader’s attention more

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Whenever possible, switch things up with videos and images to break up the content. When you provide more visuals, it breaks up the monotony of the text and ultimately keeps your readers interested.

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Let your audience know when you’re coming to a close so they know they’re almost finished. It doesn’t have to be a lengthy goodbye, but a good summary of what they just read with a piece of information they can take with them.

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This is a really important element to your blog post. Your call-to-action (CTA) is something meaningful for your reader, whether it’s a piece of advice, a special offer of your service, or a link to another relevant blog post, here is a space for you to engage with your audience. Always leave them better than when they found you.


3 Ways To Craft The Perfect Process Page

 
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Your Process page is the road map that connects your audience to you. So it's important to make it as easy to navigate as possible.

If your About page is the why you provide a service, your Process page is your how. And part of creating a path from point A to point B for your potential clients is communicating it clearly. 

This is why I've developed some best practices to create a clear path for potential clients visiting your site to contacting you. Here are 3 ways you can craft the perfect Process page.

1. Write directly to your ideal audience

Let's face it, your services are not the best fit for everyone. But here's the twist, that's a good thing. Focusing your services allows you to better connect with potential clients. And the sooner you narrow down your audience, the better. 

First, figure out who you're talking to. Is your ideal client recently engaged? Looking to capture an important life event? Are they more relaxed? Detail-oriented? Younger? Older? "All important considerations as you develop how you will explain your process."

After you list out a few descriptors of your ideal client, write directly to them. Speak to their experience and how you share that with them. When you speak to your intended audience, that's precisely the people you'll draw to your services. Everyone wins.

2. Be clear and concise

Your Process page is a blueprint for your services. This means that you lay out exactly what your client's experience will be like working with you. From start to finish, describe what they should expect from you. Setting up clear expectations is one of the most important things you can do. Not only does this establish clear communication with your intended audience from the start, you'll minimize the need to have the same initial conversation over and over again. 

In your Process page, lay out what your responsibilities are and a step-by-step breakdown of what your client should expect. Each step should be a sentence at most, one expressed with confidence. By being brief, you won't overload your potential client with too much information, and you can save the specifics for the followup phone call. 

Which brings us to...

3. Use clear links to connect

When it comes down to it, the faster you can have one-on-one conversations the likelier you are to establish and maintain a connection with your clients. Embedded within your copy, there should be multiple opportunities for your audience to contact you. Some of your readers might not make it all the way to the bottom of your page, even if they're interested, so make sure to provide them with the opportunity to connect with you ahead of that. An easy way to do this is by embedding buttons within the text after every few paragraphs. Of course, you should still include one final call to action for people to get in touch at the end of your copy.

Speaking of that, feel free to...

5 Ways We Mess Up Our About Pages

 
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The health and impact of your website relies on your About page.

Why?

Because it tells your story and the why behind what you do.  As the Internet gets more and more cluttered with voices and offers every single service you can think of, no one has your story. And it's so important to tell it. This is where it can get really hard. Whether you have a hard time writing about yourself, or you have a novel's worth of ideas to talk about, creating a compelling About page can be a difficult task. I'm here to help. That's why I've created a list of common mistakes that people make with their About pages and ways you can fix them.

1. You don't have an About page

Does the thought of writing about yourself stress you out? Are you worried it will give the wrong impression? I get it, but it's so too important not to have one. Your About page is the most vital page on your website. Ultimately, it's the difference between a visitor to your site and a client. There are thousands of other people provide the same services as you are , but no one does it like you. Here's where you can make this statement. You might be thinking that it's cheesy or cliché to have an About page, but it's so critical. This is where your human connection comes in, and that will always be the bottom line for people. 

2. Your About Me page is only about you

Your About Me page is actually more about the reader. Sounds counter-intuitive, right? It's true. While this is a place where you can let your personality shine, the main points you want to make in your About Me page is talking to the reader and why they should be visiting your site, what problems you solve, how you can help them, and what might interest them. There is definitely a place to talk about yourself, but weave it in relation to ways you can help your readers. 

3. Lack of brevity

When it comes to writing your About pages, keep it short and simple. That doesn't mean it has to be boring and sparse, but pick the pieces that you feel are most relevant to your reader. When writing a statement, write your main point in the first sentence and support it with one to two sentences. What's something in your life that you feel can be relatable to your potential client? Two things that your readers are interested in when visiting your site: themselves and how you can help them. Focus on these elements and you'll be just fine.

4. No photographs

Your About page can be missing a critical element in it: YOU. Copy is one thing, but having a photograph is an essential way of rounding out who you are. I know it can be hard to be in front of a camera, but it's so important to let people know that there's a real human behind the services because it's ultimately you they want to work with. When you don't include a photograph, people are missing out on getting a chance to know you by sight and that brings a different connection altogether. Feel free to get creative with your photo, but make sure you're in it and people can get a clear view of what you look like. 

5. There's too much industry jargon

Each industry has its own language, but that doesn't mean every speaks it fluently. Talking to your industry peers and talking to your potential clients is completely different. Every word you write on your site needs to make sense to everyone and doesn't assume they've already read a handbook in what you do. When you use too many specific industry terms, you lose another point of connection with your client and miss out on a relationship of a common language.

Do any of these resonate with you?

Need some help writing your About page?