Use this Structure to Write Blog Posts that Convert
Never let a blank page and blinking cursor intimate you ever again!
I’ve said it before and I’ll say it again, even if you’re not a “blogger” you need to have at least 4 blogs on your website. These are pieces of content that are going to use SEO, keywords, and value-driven information to drive traffic to your website and attract your ideal audience.
Check out this blog post to learn about my 4 CORE blog post strategy.
That all being said, I know that actually writing the blog post can get a little intimidating, especially if you don’t consider yourself to be a “writer”. This is why I am sharing with you my fool-proof blog writing framework that I use nearly every day in my business.
This structure will not only allow you to get the post written, but it will automatically set you up for SEO success and engage the reader. I will also teach you how to add a paid offer at the end. So, you ready? Us this structure to write blog posts that convert.
Every blog post should have a captivating headline. This is going to carry the clickthrough weight so it needs to be short, sweet, relevant, and enticing. “How to” articles do really well, having a number in the title makes people feel like it’s going to be a quick and easy read, and telling people what to avoid peaks a lot of the reader’s interest.
The main point to consider when writing a headline is that you need to be addressing a question, pain point, or common interest in your industry. It has to be relevant to the reader and worth their time. An exercise I recommend is to go on Pinterest and create a board based on Pins with titles that captured your attention. Then go back and see how these headlines were worded.
Try these on for size:
How to _____
3 Ways to
10 Things you Need for _____
How to avoid feeling ______
Don't ever ______ again!
I always add a subhead to my articles because I like to give a taste of what the post is going to be about. This gives me extra keywords and holds on to their attention a second longer. This doesn’t need to be super complicated, just an extra little phrase that describes the content of the post.
I also like to use this as a way to tell the reader what the transformation is going to be. Usually, the title is going to peak a question, the subhead gives them a sneak peek at what the answer could mean for them.
Heading: How to Avoid Burnout in Your 20’s
Subhead: Create a work-life balance that supports your energy, growth, and mental health!
Now it’s time to hook your reader. In the first 1-3 paragraphs you’re setting the stage for the “meat” of your post, and you want to make sure your reader makes it to the end. In this section, I will often pose a question that directly relates to the pain point I’m trying to address. Then I will explain any relevant information that the reader will need to know so that they can get the most out of the post. I always want to make sure I’m setting the lesson up for success.
For example, let’s go back to our “burnout” post.
“Let me know if you can relate. You’re having a hard time sleeping, and yet you’re tired all of the time. Coffee has become one of your main food groups, answering a text feels exhausting, and you get anxious every time you hear that “ping” of a work message on your computer. If this sounds like you, you’re on a fast-track to burnout, so stick around, because I’m going to teach you how to avoid burnout in your 20s.”
🔥Hot Tip: You want to put your headline title in the first and last paragraph word for word. This will boost your SEO.
3-5 Bullet Points
Once you set up the scene, now it’s time to share the value. When it comes to blog posts, I recommend keeping the list to 3-5 bullet points with a little room for flexibility, depending on the topic. People have a very short attention span, and the longer the post, the more likely they’re not sticking around to the end. If you’re getting up to 8-12 bullet points, I recommend making a Pt.1 and Pt.2 of the post.
You also want to make sure that you’re directly answering the question you posed in the headline or delivering what you said you would. If you entice a reader to click through, and you don’t deliver, they probably won’t click through to any other blog post you write again. If someone is giving you their precious time, you need to deliver in full.
On that note, some professionals believe that you don’t want to give out too much information in fear that the potential client won’t feel the need to invest. I don’t believe in this approach at all. I honestly think that if you’re worried about giving away too much free information, then you’re not really an expert in that particular thing. I think that if you put all of your best work out upfront, your ideal clients will be MORE enticed to work with you because if you’re helping them for free, imagine the kind of results they’d get if they paid you!
🔥Hot Tip: Turn your bullet points into headings within your blog platform and they should be in a hierarchy format. For example, your headline is already in Heading 1 format, so your bullet points should be in Heading 2 format. Then if you have subtitles within the meat paragraphs they should be Heading 3, and so on.
Now that the value has been delivered, it’s time to wrap it up with a pretty bow. I will usually bring the headline back and reiterate the point of the post, to remind the reader of the original point, and for that SEO boost. When you’re writing your ending or conclusion you want to really make sure that you thoroughly answered/addressed the pain point or question you posed in the beginning.
Yes, we are here to add value, but we are also businesses and every single bit of content we create should be leading back to our business growth and sales. This is why I add an offer at the end of every single blog post I write. Whether it’s a paid service, a freebie, or sometimes I’m just sending people over to my Instagram.
How I do this, is I transition the reader from the post and into the offer. Then I briefly state what the offer is, what they can expect, I provide a link, and I have a banner graphic at the bottom of the page.
Having links will also help boost your SEO.
Your blog post is going to need a graphic, and it needs to be a Pinterest Pin. I personally use Canva for all of my graphic creation, and what I’ll do, is I’ll write my post, create my pin, attach it to the post, and then upload it to Pinterest right away.
🔥Hot Tip: Download your image as a JPEG so it doesn’t slow down your website, and change the name to the title/headline of your post for SEO.
Other 🔥Hot Tips for Blog Posts:
🔥 Use bolded words and titles whenever you can to keep the reader on track.
🔥 Use short, broken-up paragraphs for easy reading.
🔥 Less is more. Get the information out and try to make the relevant information as clear as possible for the reader.
There you have it! If you use this framework to write your blog posts, I promise you, the process will go so much faster, it’ll be easier, and your post will naturally perform better.
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