4 ways to nail the design of your blog articles

The blog is a very important part of your website, especially when practising inbound marketing. It is the source of content that brings visitors to your site on a wide variety of topics; the quality of that content is what keeps them coming back, and it is through that loyalty that visitors will naturally think of you when they need you and turn themselves into leads or customers.

These few tips will help you create a blog that is a pleasure to read and that people want to follow.

Respect the brand guidelines

Like everything else on your site, your blog must adhere to clearly defined brand guidelines. This allows visitors to develop habits, become familiar with your brand, and feel comfortable browsing your blog.

Readability is the priority

For the body text, use classic, easy-to-read fonts and neutral colours. Ensure strong contrast between the text and the background, and between the body text and the headings and subheadings. Clearly separate paragraphs and keep them reasonably concise; likewise, avoid overly long line lengths. All of this makes your articles more readable and ensures they do not tire the eyes. Do not forget to optimise the display for mobile!

Sign your articles

Whether your blog is written by one author or several, always include a signature at the end of each article, with the author's name, a short biography, and optionally a photo. Create the ability to read more of what that author has written, or what has been written on the same topic. The aim is to generate engagement by encouraging the visitor to keep reading your content and to return to your site. It also presents your authors as thought leaders in their field, lending legitimacy and weight to your content.

Use the sidebar to convert

The majority of blogs include a sidebar — a bar on the left or right side that offers content supplementary to the article, typically blog categories, chronological archives, and so on. Add a CTA to this sidebar — for example, an option to subscribe to the blog so readers do not miss future articles. This is a simple way to convert your readers into leads.

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By following this advice, you will have an aesthetically pleasing blog that is a pleasure to read, with a means of converting readers into leads. All that remains is to pick up your pen and fill it with content!

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