It’s all in the formatting
Well, ok, not all, but it is pretty important! Even mega engaging copy can fail dismally if presented in big old blocks of text with no space to breathe or images to help it flow. So let’s break down how to format your blogs to give them a better chance of success with your readers.
People rarely read web pages word by word; instead, they scan the page, picking out individual words and sentences.Jakob Nielsen
Let it breathe!
I like air. And I like it around my copy too! The more white space that you can naturally create around your copy, the easier it is to read and digest.
79% of readers will scan your copy rather than read everything you have written. Your formatting is vital to ensure they catch the crucial bits and are drawn in to want to read it all!
Spend time on your headline
The headline is probably the most critical factor in whether someone will read your blog…. Or not.
Now I do tend to break this rule for my own blogs as I love creative writing, but for my clients, I do it the way you’re supposed to!
Titles that tend to do well clearly tell the reader what’s inside – shock horror!
How to’s and list titles are popular and are generally easy to pop your keywords into. For example, ‘how to get your blog found on Google’ or ‘7 tips to get your blog found on Google’.
It’s worth spending a bit of time researching how competitive your keywords are and thus what chance you have in the Google ranking lottery with them.
Read how to write a banging blog title here.
Repeat your call to action
Only 10-20% of readers make it to the bottom of your post. (CoSchedule)
So while every blog post should end with a Call to Action, you need to make sure that it’s also somewhere much higher up in your copy – ideally in bold or with a graphic with, you’ve guessed it, plenty of white space around it.
Use sub-headers liberally
Each paragraph should cover a clear theme, and your sub-header should be a clear indication of what your reader will find there.
Remember, they’re scanning, and your sub-headers are how you tell them which paragraphs have the nugget of information they are looking for.
Make a list and simplify
You can help your scanner to get to the meat of your copy by providing the key messages in simple text formatted in a bulleted list. Like this:
- Allow space around your paragraphs to make them easier to read
- Use sub-headers to tell people what’s in the upcoming section concisely
- Use simple, plain language that is easy to digest
- Collate information in short bullets that get to the point
- Bold keywords to draw attention to significant messages
- Don’t forget your call to action
Use good quality, relevant images
Breaking up your copy with eye catching, engaging images that are relevant makes your blog easier to read and nicer to look at!
Big old blocks of text are off-putting, make it less daunting for your reader by using these tips to make your blog easier to read and more appealing.
Review your past blogs
While creating new content is great, don’t forget about the work you’ve already done. Try to make time to go back to your previous posts and reformat and update them.
In my ‘Give Bang to you Blogs’ guide that I give to all of my clients, I discuss how your blogs can be repurposed and re-shared so that you get the most out of your work.
So that’s taking snippets and sharing them on your socials or in your email newsletters, using the topic to create discussions by asking questions, and repointing people back to your website to read that blog. Not everyone will have seen it the first time you shared it.
It’s also reformatting them to make them more readable, more digestible, and more engaging.
I hope that’s helped you with how to format your blogs and given you some inspiration for simple structures that will make your blog posts shine. If you’re now gung-ho and raring to write some new content, then have a look at my guide to six different types of blog content to create for your pet business. Happy blogging!
Have these tips helped you with your blogging strategy? Please do share and help your fellow pet business owners to make the most of their blogs.