• Abi Prowse

How to Structure the Perfect Blog Post

Why is it always so scary to sit in front of a blank Word document? Whether you’re writing about something you’re unwaveringly passionate about or starting a hefty assignment, there’s something equally thrilling and terrifying about that winking cursor, just waiting for you to start typing. But there’s a problem: getting started is ALWAYS the hardest part.

One trick, however, is guaranteed to save you from hours spent tearing your hair out, typing and deleting your opening sentence again and again until you give up and go out in search of coffee. That trick? A foolproof structure.

It may seem simple, but outlining the structure of your blog post or article before you start writing is a sure-fire way to nail your piece. Not only will it give you a guideline to follow in terms of your article’s organisation, but it will also help you brainstorm ideas, and get your creative juices flowing.

Keep reading to discover the essential organisational elements that will help you structure the perfect blog post.

Don’t overlook the blog post title

We all know that blog posts need a title – you literally can’t upload one without it. But what you may not know is that they matter more than you think they do. Remember that your blog post title is the snippet that will convince your site visitors to read your article – so it has to be engaging and informative, and must pique the interest of your reader. The full article on writing a dazzling blog post title can be found here!

Introduce your topic

Introductions are horrible. It’s often difficult to find the right balance between engaging readers and outlining what you want to talk about. But don’t be disheartened! Here are a few things I recommend you include in your introduction:

  • Your keyword – but remember that it also needs to be well-integrated into the flow of your writing.

  • An informal or chatty tone. When it comes to copy and content writing across a range of industries, a good tip is to write the way you speak. No one wants to read a blog post full of technical or academic jargon.

  • A brief outline of what you want to talk about.

  • An incentive to keep reading!

Now for the juicy part: the main body

The main body is, of course, the most important part of your blog post or article – but it’s also one of the most difficult parts to structure. The best way to tackle this is to break it down into mini sections which each have a clear theme or focus, and which flow in a logical way.

From an SEO perspective, paragraphs should be no longer than around 130 words, and each section no longer than 300. Separate these sections with relevant sub-headings to make it easy for site visitors to skim-read (because, let’s face it: you’re probably skim-reading this now, right?). Bear in mind also that your subheadings should be relevant to your topic, occasionally including variations on your keywords.

If you’re struggling to structure a blog post, trying adopting a well-known format which has proven successful across a range of sectors – a good example of this is a “listicle”. You can generally spot listicles from their titles, which tend to offer “10 Best Places to…” or “5 Ways You Can…”.

Bring it home with a concise conclusion

Controversially, I often find conclusions the hardest part to write when it comes to structuring a blog post or article. How can you summarise the main ideas of your text without just repeating yourself? The answer is to keep it short and sweet; no one needs a detailed breakdown of everything you’ve literally just explained. Make sure your conclusion is a concise overview of your blog post.

Your conclusion should also include a call-to-action, or “CTA”. Without this, all your hard work just sort of… Ends. Like that. A call-to-action invites your readers to join the conversation/buy your product/contact you, and encourages an interaction with your brand or business. A conclusion with no CTA is a little like a salad with no dressing; it’s just a bit meh.

Don’t forget!

A successful blog post should also:

  • Be at least 300 (ideally 500) words long;

  • Be written in short, snappy sentences which incite easy reading;

  • Be interspersed with bold, relevant images (compressed and resized to avoid slowing site loading times);

  • Contain internal links and backlinks;

  • Solve a problem, provide entertainment, or teach a lesson to your readers.

Next time you sit down to write a blog post or article, remember to outline your structure before you begin. You’ll save yourself precious time, reduce stress, and find that ideas start to flow to you when you least expect them! For more information on structuring the perfect blog post, browse through some of my previous articles here:

How to Come up with Engaging, Original Blog Content

Dazzle Your Reader with the Perfect Blog Post Title: Here’s How

What Makes Good Website Copy?


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