In today’s competitive landscape, attracting the right traffic to your website is only the first step in generating revenue. To convert visits into customers, your site needs to engage your audience too, keeping them on page and wanting to read more.

In this article we cover some best practices for creating blog posts and small steps you can take to ensure they’re generating results for your business.

How Should I Structure My Blog Post Content?

When it comes to creating a good blog page content is king in capturing your audience’s interest. If the content isn’t fulfilling their needs, then they’re unlikely to stay on page, no matter how good the design is.

Start with a Clear, Engaging Title

Your blog title is your first impression, so it’s important to make this count. Not only should you make it clear and engaging, but it also needs to draw the reader in to want to read more. Here are some title suggestions which seem to work well in our experience:

  • Answer a question: “How to Optimise Your Blog for SEO in 2025?”
  • Tips and tricks: “10 Proven Strategies to Boost Your Blog Engagement”
  • How to: “How to Design a Blog Landing Page”
  • Trends: “What’s Next for Blogging? Key Trends for 2025”

Before deciding on a title, it’s important to take a moment and consider what the aim of the blog post is. For example, is it designed to educate about current industry trends or tools, promote a product or service, or position you as a leader in your field? Ensuring the title aligns with the objectives of your blog will set you up for success.

Clear and engaging blog titles

Heading Hierarchy and Why This Matters

It’s important to organise your content using a clear heading hierarchy. This not only helps search engines to understand what your blog is about, but it also improves readability and allows human users to better navigate your page.

Headings are ranked from most important (<h1>) to least important (<h6>) and you should treat this as such in your blog. Think of it like titles and sub titles within a book.

  • H1: Your main title (you’ll only want one of these) – Very Important
  • H2: A subheading/subtitle – Less Important than H1
  • H3: A sub-subheading/sub-subtitle – Less Important than H2
  • And so on…
Improve user experience with header tags
Source: Ahrefs

How to Improve Content Readability

Include a Table of Contents

Just below the H1 and summary text of your blog, it’s good practice to add a table of contents to give readers a quick overview of what it covers. A quick bonus tip: make the table of contents linkable so that users can click on it and jump straight to the section they want; a great way to improve user experience. 

Use Bullet Points

Bullet points will help to break up long paragraphs. Readers should be able to scan your blog and grasp the main points quickly. 

Add FAQs

Frequently Asked Questions (FAQs) are a brilliant way to address common questions and concerns. You should aim to have at least 2 FAQs per post, ensuring they’re relevant to the blog topic of course. The beauty of FAQs is that, while they’re great for the reader and create a visually appealing article, they’re also excellent for Search Engine Optimisation in two key ways:

  • FAQ Schema ⭐ You can apply FAQ schema markup to pull the FAQs through to the search results, just like in the example below. This is a fantastic way to improve search visibility and enhance your click-through-rate.
FAQ schema
  • Target Long-tail Keywords You can use these FAQs to target question-based keywords and in turn drive additional traffic to your site. These ‘low hanging fruit’ are typically longer phrase based queries that people use when searching for information, products, or services and are easier to target than shorter keywords which are usually more competitive. Tools like SEMrush can help you to see if these long tail keywords have any monthly searches first, just like in the example below: 
SEMRush keyword research
Source: Semrush

Use Internal Links

Encourage readers to explore more of your content by linking to other related blog posts and service pages throughout your website. Highlight links in a different colour and bold them to ensure they’re noticeable.

Not only are links helpful for signposting for the user, but they provide great SEO benefits too!

How Should I Design My Blog Post?

Now that you have your content down to a tee, it’s time to dive into the visuals that will make your blog post more appealing, and help keep users on your site.

Add High-Quality Images and Videos

Visuals, such as graphs and charts are excellent for breaking up the content, as well as providing further context to readers. Be sure to use custom designs where possible and avoid stock images. Place relevant images throughout your post and always credit your sources. Remember to:

  • Ensure images support the corresponding text.
  • Avoid embedding text within images; use HTML text to overlay instead. This allows Google to crawl the text, so search bots can better understand your blog post.
  • Additionally, include alt text to describe your image to search engines.

You could also consider including a video to accompany the text, such as an animated explainer, talking heads, tutorial, or testimonial. This is a great option for ‘How To’ and ‘Tips and Advice’ articles! Remember videos can slow your website down. It’s best practice to export them through a third-party platform like YouTube to reduce the load on your website server and help maintain optimal loading times. 

Include a Call to Action (CTAs)

Call to actions are prompts that encourages your audience to take a specific action on your website. Guide readers to your desired action with a compelling CTA. For example: 

“Looking to improve your SEO strategy? Sign up today for expert advice!” 

Looking to improve your SEO strategy?

Examples of CTAs

  • Ecommerce: Buy Now, Shop Now, Add to Cart
  • Subscribe: Sign Up, Subscribe to our Newsletter
  • Contact Form: Speak with an Expert, Get Yours Today, Contact Us, Get a Free Quote

CTAs should be clear, concise and easy to understand.

Include an Author Bio (Make Your Blog Personal!)

Make your blog relatable by including an author summary. Share details like:

  • Author Name
  • Author Job Title
  • Author Bio
  • Author Picture

Want to take it a step further? Link the author’s name to their dedicated author page, showcasing their other works. This is excellent for building trust and credibility!

Stay Social

Make it easy for readers to share your blog by adding social buttons at the bottom of the post. Some of the more popular platforms to include would be:

  • Facebook
  • Instagram
  • LinkedIn
  • Twitter 

And of course, add links to your socials too! The more eyes on your brand, the better!

Useful but Awesome Details That Your Readers Will Love

Small touches can make a big difference. These aren’t necessary, but they’ll certainly make your blog’s mark in the online space.

  • Publish date: When Was the Blog Posted? This can help with relevancy.
  • Read time: Lets readers know how much time they’ll need.
  • Views count: Signals popularity and builds trust.

Bringing It All Together

Creating a high-converting blog post involves thoughtful planning, engaging content, and strategic elements that enhance user experience and SEO. By following these steps, you’ll create posts that captivate readers, drive traffic, and achieve your goals.

FAQs

How Long Should a Blog Post Be?

This entirely depends on the blogs purpose and audience. However, as a general guide we would aim for 500 to 2,000 words. Posts of a higher length do tend to perform better as they provide more information to both Google and the user.

That said, always prioritise quality over quantity – your content should answer the reader’s question without the unnecessary fluff!

How Many Blog Posts Should You Post a Month?

This again depends on your goal and industry. As a general rule, we would aim for 4+ blogs per month to build momentum and introduce more fresh content to your website.

Consistency is key so set a realistic schedule for yourself and try not to burn out. Regularly updating your blog content signals to search engines that your site is active and relevant.