Blogging Basics:

how to write for the web

Blogging can provide

incredible opportunities for

your business.

But first, you need to master

blogging best practices.

Here are six writing tips to help you blog

like a pro.

1. All hail the

headline!

Your headline must grab readers’ attention.

An intriguing headline encourages readers to

click through and view your whole post.

Readability, relevancy, tone and the use of

“power words” all matter when writing headlines.

2. Shorter is

better

Instant gratification is the

lifeblood of the internet.

You want to get your

readers in, out, and on

their way.

Keep the length of posts

to a minimum – usually

300-400 words will do

the trick.

3. Incorporate

keywords naturally

Incorporating relevant,

natural keywords will

help search engines and

readers find your posts.

Don’t awkwardly shove

keywords into your copy

for SEO’s sake – they’ll

stick out like a sore

thumb.

Reader experience

should always come

first.

4. White space is

crucial

Readers will instantly lose interest if huge, daunting paragraphs of

text fill your posts.

Break up the text by inserting bullet points, pull quotes and

subheadings.

Try splitting paragraphs into smaller chunks; aim for four lines (or

less) per paragraph.

5. Write like a

journalist

Include quotes – showcase

a variety of voices in your

posts. This builds trust and

credibility.

Write for the reader – ask

and then answer questions

you know your audience

will be curious about.

Don’t write “corporate

speak” – avoid industry

jargon. Write like you speak

and use plain language.

Balance what you want to

say with what your

audience wants to hear –

blog posts aren’t press

releases. They’re meant to

engage, inform, and

sometimes even entertain,

audiences.

6. Utilize the

“inverted pyramid”

The inverted pyramid is

a structure metaphor

that helps you prioritize

information in your blog

post.

The most important

information goes at the

beginning, the less

crucial details at the end.

This helps you get to

your point quickly – you

need to grab your

audience’s attention

ASAP.

Got all that?

Now that you know

how to write for the web…

… it’s time to get started!

www.communicatto.com