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...