How to write a blog post that is easy to read and creates trust [Guide]
If you solve a person's small problem well (blog post), they will trust you to solve their big problem (product/service).
Thus, the purpose of a blog post is to offer a solution and execute it as well as you can.
Having written 100+ articles and now training marketers, I see how much effort people put into creating blog posts that offer enormous value, but still fail to get quality leads.
Why is that?
I think we are underestimating the fragility of human attention. Holding people's attention nowadays is like walking on a tightrope. One miss step and you lose them.
One fundamental part of creating a good blog post is to make it as easy to consume as possible. Second part is the quality of value you provide.
Nevertheless, readability comes first. Otherwise, the reader won’t make it to the value you provide.
In this article you will learn how to create an article that is easy to read and how to earn the trust of your reader. Thus, improve your odds of getting a quality lead.
What does the reader see first when they open your blog post?
When the reader opens your blog post, they will evaluate in a split second whether it is easy to read and does it solve their problem. This quick decision will determine if your post has a chance or not.
The purpose of having a clear and well structrured 1st few paragraphs with a visual is to signal that the article is easy to consume. Your blog post paragraphs need to be short, concise and intriguing.
Paragraphs should be about 2-4 sentences long. All the sentences don’t need to be short. Rather, vary the length of your sentences. This way, it creates more space and a certain “rhythm” to your writing.
Bullet points are another great way to make your article easier to read
Use them instead of long sentences that list multiple elements
You can also use a bold font to highlight important words or sentences
Finally, address the problem you are promising to solve. Say why and how you are solving it. All in all, keep the intro part short and get to the point.
What elements can you use to improve blog post readability?
My rule of thumb is that after every 2-4 paragraphs I will use a:
Photo/visual
Bullet points
Quote
Video
Tweet
Subtitles
Why? You probably guessed it.
Because long, never ending paragraphs are hard and boring to read. Your job as a writer is to minimize the effort it takes to read your blog post. These listed elements help you to create space and give the reader a chance to consume information in a different way.
Another way you can reduce readers boredom is to use more active voice in your writing. I don’t know why, but most of the writers I have coached, all of them are inclined to use passive voice and be descriptive in their writing. Myself included.
Your job is to inspire people to take action and be straightforward with your advice. Use active voice as the means to do it. The purpose of writing the article in mostly active voice is to indicate that you will solve their problem.
Also, use “you” more often to give readers the feeling that you are talking to them directly. At end of the day, the reader is interested in themselves. Address them accordingly.
How to earn trust?
Now that you have indicated to the reader that your blog post is easy to read, you have to earn their trust. You earn your readers trust by delivering on your promise and showing that you have the expertise to do so.
In the genre of “how-to” articles you earn trust by:
breaking down the problem into small pieces
offer simple and actionable ways to solve each one
add examples to illustrate your teachings
add visuals to help them grasp the concept quicker
The main point is that when a person has read your article, they now know how to do something better. They can take your actionable advice and implement it in their lives. The purpose of giving insightful actionable advice is to get the reader to trust you to solve a bigger problem (your product/service) in the future.
Another way to increase trust is to use social proof. Social proof is any element where a 3rd party (customer) has confirmed that your solution is good.
"I am an experienced writer, but Ott Jõgi helped me to have a better structure and increase readability.”
Ott Niggulis - Marketing Manager at Wisnio
It can be a quote from a customer, logo, award, badge or a rating. The purpose of having a customer quote in the article is to prove that other people solved the same problem the same way.
How to create a natural “Call to Action”
Once you have earned your reader’s attention, their trust and given them something they value. Only then have you earned the right to ask something in return.
And you should. You have worked hard to create value and it is only fair you ask for something as well. My recommendation is to always have a “Call to Action”, otherwise you are missing a great opportunity to gain a potential customer.
You should ask for:
a follow on your social media
to join your newsletter
try out your product/service
The purpose of a call to action is to create a "bridge" between your article and whatever it is you would like them to do. The more natural it seems, the better it is. If you are running a business, customize your call to actions according to the blog post. Also, make sure it stands out.
Need help with creating better content?
For example, if I write an article about creating better blog posts, it would be unnatural to ask you to buy my step by step 1-year marketing action plan. It does consist a guide to writing as well, but it is too far of a reach. You came here with an interest to improve blog posts, not a marketing plan.
Instead, I would say that if you found this article useful and would like me to teach you or your marketing team to create content that generates leads - get in touch.
