10 Simple Steps to Writing The Perfect Blog Post

Annie is the driving force behind content strategy for clients. She uncovers insights about what motivates buyers and uses that knowledge to shape client websites and editorial calendars. Annie brings several years of PR experience gained from working at the amusement park, Cedar Point.

Inconsistent subheadings

10 Killer Tips: How to Format a Perfect Blog Post

When it comes to content marketing, appearances are everything. Taking the time to format your articles into the perfect blog post can be the difference between website visitors who convert into leads, and readers who get bored after just a few words. Adam Thompson points out that “if [your blog] doesn’t look inviting, attractive, and easy-to-read, you’re less likely to earn social shares or natural backlinks.” Failing to format can ruin your best intentions of growing an audience and subscribers, improving your SEO, and generating leads.

Plus, formatting the perfect blog post is relatively pretty easy. Conceptualizing, researching, writing, and publishing high-quality content can be pretty darn time-consuming. Separating your content into easy-to-digest chunks and formatting for publication can generally be accomplished in as little as 15-30 minutes, tops. Here are the sharpest tips we’ve found anywhere for ensuring your content’s user-friendly:

1. Use Subheaders

If you had to pick just one type of formatting to include in each perfect blog post you publish, it should be subheaders. Check out the remarkable difference in the image below, where the same content is displayed both with and without subheaders:

Subheadlines in blog posts

2. Keep Your Posts Narrow

If you’re using a WordPress or Blogger layout with a particularly wide content column, you could be detracting from your user experience. Pick a new layout, or adjust your column width. Annabel Candy recommends 80 characters or less in width. Consider the big difference between the images below:

Layouts in plog posts

3. Bold Text

Is there anything more attention-grabbing than bold text? Writing an entire piece of content in bold would definitely be overkill, but using this tactic to highlight important sentences is a brilliant formatting technique. Occasional bolded sentences have a place in the perfect blog post, and can improve the stickiness of your content marketing.

4. Use the Right Images

That being said, not all images are created equal. Marketing Experiments found in a study that pictures of actual employees have a 95% higher conversion rate than stock photos. Their conclusion was that there’s nothing inherently wrong with stock images, but there is a problem with pictures that don’t look believable. Don’t pad your blogs with pictures of smiling models eating salad, especially if they don’t enhance your comment. Rely on images that fit and further the message of your perfect blog post.

5. Use Graphs

For content marketers in technical industries or covering data-heavy topics, graphs can be a crucial tool. Data visualization can break up the monotony of dry articles, and they’re perfectly primed for sharing. Whether you’re creating or curating graphics, they can add significant visual interest and depth to your perfect blog post. The graph below is a fine example of data that’s relayed in a visually-appealing and easy-to-share way:

Blog graphe example

6. Use Lists

Does anyone need convincing that modern blog readers love list posts? They’ve got serious viral appeal – as evidenced by the ultra-popular websites Buzzfeed and Cracked. Whether or not you format your entire blog as a list, including bullet points (as shown above) can allow you to convey important messages to visitors who are just skimming your article.

7. Use Short Paragraphs

You don’t need to apply traditional rules of composition when creating the perfect blog post. Short paragraphs draw emphasis to important points. As Darren Rowse points out, “large slabs of text” can be downright unappealing to blog readers.

8. Leverage Text Call-Outs

Callout box in blog

9. Use Image Captions

When a website visitor starts reading a blog post, where does their eye go first? To your header image, of course. Including image captions can allow you to hook visitors who aren’t entirely sold on the idea of your article, and convert them into readers.

Your image caption should fit the theme of the picture, but it should also be descriptive of your article and engaging. Ask questions, include power stats, and strive to be intriguing. Image captions are nearly as important as blog headlines, so they shouldn’t be neglected.

10. Use Multiple Sizes of Subheaders

If you’re writing a long or complex piece of content, consider including different sizes of subheaders. Start your article off with an H1 tag, separate larger sections with H2 tags, and initiate paragraphs with H3 headers, a concept that’s illustrated below:

Create An Outline

Have you ever received a really awful gift? I mean, a gift so inconceivably terrible, so obviously not you that you had a difficult time concealing your surprised disappointment? It would be ungrateful and selfish to admit you didn’t like a gift another person went out of her way to purchase, wrap and present to you, so you graciously accept, oohing and aahing over the unwanted item.


This is the critical paragraph where you get right to the point following your intro. It sets the expectation for the reader by telling them exactly what they’re going to learn. It should also carry over the theme of your intro; in this case, gift-giving:

When you fail to use personalization, that’s precisely the sort of question echoing in the minds of your customers and prospects. But use personalization well, and your customers will light up like a child on Christmas morning — and trust your brand to deliver the software solution they can trust to meet their needs. In fact, a study released by Demand Gen Report shows personalized experiences can increase sales by as much as 20 percent.No matter how successful your company, everyone is looking for a final-quarter bump. Let’s look at a few of the ways you can use personalization to boost sales — fast.

Blog Structure Template Examples

1. List post AKA “listicle”

How to Structure a List Post

Listicle blog structure cheat sheet

(H1) Title
(P) Introduction First of all, tell your audience what this listicle is about.
(H2) List item Quickly introduce each list item. Keep the description short and build up to its main features or highlights — or both.
(H3) Pros If you’re listing products, don’t forget to mention its advantages over the competition.
(H3) Cons To make your listicle more authentic and compelling, don’t forget to mention some cons for each list item.
(H3) Pricing *if applicable You can end each list item with a short summary of their pricing information.

Examples of listicles

2. Product review

How to structure a product review

Product review blog structure cheat sheet

(H1) Title
(P) Introduction Tell readers a little bit about the product and how you came across it. If this is a sponsored post, it’s also a good idea to mention it now.
(H2) Why you need this product You can get your audience excited about the product by discussing the reasons why they should buy it. Keep this section short and try to focus on the reader’s pain points to get their attention.
(H2) Product features This is typically the longest section of a product review, but it’s also often the easiest to write. As clearly and concisely as you can, describe the main selling points of the product you’re reviewing.
(H2) Pros The pros are perhaps the most important elements of a product review, especially if you’re an affiliate. Avoid going overboard and exaggerating features just for the sake of generating more sales.
(H2) Cons Even if you’re reviewing an affiliate product, you should at least try to mention some of its cons. You can make them sound less significant by sharing some workarounds and potential fixes to issues.
(H2) Pricing Just like with listicles, the pricing section of a review must be short. Create a pricing table for a chance to appear via a table rich snippet in search engine results.
(H2) Alternatives Feel free to avoid writing this section if you’re reviewing an affiliate product. But if you’re not, showing alternatives can maximize the post’s value to your readers.

Examples of product reviews

3. Step-by-step tutorial

How to structure a step-by-step tutorial

Step-by-step tutorial blog structure cheat sheet

(H1) Title
(P) Introduction Start by introducing what readers will gain after finishing the tutorial.
(H2) Definition of terms To help readers get results, write a short section that defines all the terms they’ll encounter. This is only necessary if you’re covering an advanced topic.
(H2) Step When writing about a step, it’s important to use crisp and clear sentences. Use simple words to help readers understand the instructions.
(H3) What tool to use Recommending a tool to use will maximize reader engagement and motivation to take action. Just share a few tips or perhaps a mini-tutorial to position them for success.
(H2) Additional tips After laying down the essential steps, give your audience additional tips and reminders before they get going. Talk about the mistakes to avoid, best practices to follow, and tips for problems they may encounter.

Examples of step-by-step tutorials

4. Expert roundup

How to structure an expert roundup

Additional Tips for Your Blog Post Structure

1. Use a “Table of Contents”

Master Blogging Table of Contents Example

LuckyWP Table of Contents

2. Add images every 300 words

3. Add tweetable quotes

Click To Tweet Gutenberg Block from Social Snap

Better Click to Tweet

4. Insert dividers before headings and subheadings

Separator in Master Blogging

Separator block in Gutenberg editor

5. Know the right way to use lists

How to build a WordPress website

The benefits of WordPress

6. Use transition words and phrases

Type Transition Words and Phrases
Similarity / Addition Again, moreover, also, and, as well as, additionally, not to mention, together with, as a matter of fact, identically, equally, in the same way as, in addition, like, too, as, in fact, of course
Conditions In case, given that, if, in view of, whenever, while, even if, if for some reason, as long as, consequently
Summary / Restatement To summarize, therefore, in short, in summary, based on that, after all, as can be seen, all things considered, in essence, to sump up, to recap, to cap it off
Contradiction However, conversely, on the other hand, rather, otherwise, notwithstanding, regardless, nevertheless, nonetheless, as much as, even though, despite, t the same time, in reality, regardless
Example / Emphasis In other words, for example, to demonstrate, as an example, notably, particularly, in particular, to emphasize, to explain, including, like
Consequence / Result Consequently, as a result, in turn, thereupon, in which case, for this reason, in that case, if that’s the case, under those circumstances, hence, in effect

7. Use the Three Es when writing conclusions


Empowering statement in conclusion

Empowering by highlighting the challenge


Enforcement in conclusion

Another way to enforce through the conclusion


Encouragement in comment

Key Takeaways

  • The title’s purpose is to grab attention, so keep it short and describe your post
  • Write a short introduction that tells why your readers need to see your content
  • Listicles discuss a number of related subjects that can be mentioned in any order
  • Product reviews need sections that discuss pros, cons, tips, and possible alternatives
  • Step-by-step tutorials should enable readers to accomplish a task by the end of the post
  • When writing expert roundups, add a short introduction of each expert
  • Write a FAQ section to address the most common concerns about an advanced topic
  • Use a Table of Contents to allow readers to jump ahead to the section they need
  • Add images or tweetable quotes every 300 words
  • Try using dividers to make headings and subheadings more visible
  • Bullet points are for unorganized lists, while numbers are for ordered lists
  • Use transition words and phrases to improve your content’s flow
  • In the conclusion, empower by restating the benefits they gained from your article
  • Provide and enforce clear instructions in the conclusion
  • Encourage readers to do easy tasks, like leaving a comment or sharing your post



Leave a Comment

Filed under Uncategorized

Leave a Reply

Your email address will not be published. Required fields are marked *