A few years ago, I delivered a lunchtime training session to help a law firm’s solicitors feel more confident writing blogs. The advice is just as relevant today.
Whether you’re writing your first blog or your hundredth, the principles haven’t changed. Great blogs answer questions, build trust and give readers a reason to come back for more.
One of the biggest mistakes businesses make is writing about themselves instead of their audience.
As proud as you are of your products or services, your readers are much more interested in what you can do for them. The best blogs solve problems, answer questions and make life a little easier.
Before you start writing, ask yourself:
Then, to connect with your audience:
As Nelson Mandela famously said:
People are bombarded with content every day. If your blog doesn’t offer something useful, insightful or interesting, it’s unlikely to stand out.
Think about why someone would invest their time in reading what you’ve written.
Perhaps they want to:
The more value you provide, the more likely people are to remember your business.
The best blogs don’t just get read. They get shared.
People tend to share content because it:
Instead of asking, “How do I get more shares?”, ask: “Would I share this myself?”
If the answer is no, it’s probably worth spending a little more time improving it.
However elegant your writing, in most cases, web visitors don’t read very much of it.
Instead, they scan the page, seeking out words and phrases which interest them, disregarding the rest of your carefully constructed prose.
The key to writing successful web copy is to engage the reader while meeting this need for information as quickly as possible.
To keep it simple:
Simple writing is usually stronger writing.
Facts build credibility, but it is personality that builds connection.
Don’t be afraid to let your own voice come through. Whether your tone is reassuring, conversational, or authoritative, consistency helps people recognise and remember your brand.
People buy from people.
Writing about topical news can be an excellent way to attract attention, but don’t do it simply because everyone else is.
Ask yourself:
Sometimes, the most successful blogs are evergreen resources that continue attracting readers for years.
And ask yourself one final question: “If I were my target reader, would I find this genuinely useful?”
If the answer is yes, you’re probably ready to hit publish.
Every writer experiences it. The trick is not waiting for the perfect opening sentence.
Start by writing anything.
Jot down ideas, headings, questions or bullet points. Think about the conversations you’ve had with customers recently. What questions do they ask? What problems do they need help solving?
The structure, wording and polish can all come later. The important thing is getting started.
Writing a great blog takes time. Finding ideas, researching topics, writing, editing and promoting content all compete with the day job.
If you’d rather focus on running your business, I can help.
Whether you need occasional articles or ongoing content support, I’ll create blogs that reflect your expertise, build trust with your audience and help the right people find you through both traditional and AI-powered search.