How to Write
The Perfect Blog Post

Free Guide

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10 minute read

Do you ever get stuck when you sit down to create a blog post for your website?

The not-so-secret secret is that we all do!!

The key to writing a great blog post comes down to a few key items that I want to share with you here.

By organizing your post creation process with these steps, you’ll find that writing your next blog post will be easier and more fun to do.

I used to hate writing blog posts. I’d sit down and stare at the screen.

I would labor over what to say, how to say it, would it help my reader, would it make sense, and then I’d agonize over whether Google would even care about it.

Then I created my blog post writing template and it all became easier.

True confession here — sometimes it’s still hard. But at least I have a plan to follow that can get me over the overwhelm and into action.

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Here’s the punch list for the Perfect Blog Post

I’ll break down each of the items and also provide a worksheet you can print out and follow along with for all of your future blog posts.

  1. Your blog should always address a core need of your Ideal Client that you address with your business’s products and services.
  2. Your blog planning should start with a searchable keyword phrase that your Ideal Client would actually search for.
  3. Your blog title should reflect the keyword phrase you have researched.
  4. Write your ‘meta description’ with the search snippet in mind.
  5. Break the blog down into sections and follow the Blog Outline Worksheet to include images and graphics.
  6. The blog content should lead the reader to an action, improved understanding and/or establish you as a credible source.
  7. Spend as much time on your blog post title as you do on the copy.
  8. The length of your blog post should be no fewer than 1000 words. For best Search Engine Optimization are 2100-4000 words.
  9. Whenever possible link your blog post to other similar content in your website.
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Your blog should always address a core need of your Ideal Client.

This should be fairly obvious, but sadly it isn’t. 

If you’re going to spend time writing for your blog, the topic better be something your ideal client is searching for AND it should be around something that aligns with your products or services.

The best way to stay on top of that is to survey your prospects and clients and ask them what’s a hot issue for them.

One of my Business Lab VIP Clients has multiple lead magnets on her website and all of the forms have this one simple question:  what’s the main reason you opted in for this (guide, list, free course, etc.)?

She gets a 51% response to the question. She then takes the answers and keeps a log that we call a Voice of Customer Tracker.

We use Active Campaign as our preferred email provider because it allows us to create forms that include response boxes.

All blog content, emails, new products, and services come from this tracker. The responses are a plethora of solutions that her audience is looking for!

By sticking to the tracker, she’s able to write specifically for the people who are more likely to buy from her. 

keyword research

Your blog planning should start with a searchable keyword phrase that your Ideal Client would actually search for.

A HUGE issue that I see with a lot of bloggers is that they are too ‘creative’ in their blog titles. 

Be careful with creativity in titles. 

It might sound clever to you but it could also be so far away from what people are searching for that you end up missing the mark.

The top-performing blog post titles look like this:

  • Number Posts [5 Ways to Attract More Patients to Your Dental Practice]
  • How to titles [How to Improve Client Retention with Better Onboarding Processes]
  • Case study titles — [Case Study] How One Therapist Created a Thriving Virtual Practice During COVID
  • Direct titles — Why ActiveCampaign is My Recommended Email Marketing Provider for Coaches

Think about how you search for information. What words do you type into the search bar? You usually don’t type in ‘creative’ phrases. 

Here are a few tools I use to help me define my searchable topic and blog post title.

Start with googling the keyword phrase you’re writing about. If that’s all you do, it’s a good start.

Take a look at a few helpful details:  

screenshot of google search for hard boiled eggs

How many searches are there for this keyword phrase? About 62,600,000 = a lot!  

Why you care — because it means it’s a popular term.

**(you have to have a lot going right to rank for popular terms, but don’t shy away from them when you are first beginning. The goal here is to create consistency and focus on your relevance.)

What are other popular titles? How to Make Perfect Hard Boiled Eggs, The Perfect Boiled Eggs…

See how simple the titles are? See how the titles are most like the kind of search term someone would use to find the information they want?

Further down the search page, you’ll often see this:

how to write blog post google search image 2

Another great place to find keyword-rich blog titles. 

And finally, all the way at the bottom of most search queries you’ll find this:

how to write blog post image 3

Even more possible blog titles — based on the related searches.

The easiest answer without getting all caught up in research is always the most direct.

Key tip: The more clear you are on your Ideal Client, the easier the topics will be. 

Stay as close to the core title as possible. 

If you are writing a blog on “why entrepreneurs achieve greater success when they work with a coach” then use that as the title or “Achieve Greater Success With Entrepreneur Coaching”. 

You’re hitting a few *possible keyword searches (*ranking is a complicated process that’s not covered here) — coaches for entrepreneurs, entrepreneurial success, entrepreneur coaches.  

Key tip: SIMPLE IS ALWAYS BEST. CLEAR AND TO THE POINT IS GOLD.

note pad on desk with rose flat lay

Your blog title should reflect the keyword phrase you have researched.

I covered some of this above. But let’s talk about keywords.

Open up a Google Doc and keep a list of the keywords for your niche AND rank them by the keywords that are specific to YOUR business.

When you create anything in your business that goes online, it should be directly related to your core keywords.

The more frequently you create content for your audience online, the more likely you are to be seen by the search engines as having authority.

Blogging is about content, yes, but it’s also about search engine authority.

Keywords and content related to those keywords are essential to authority.

cover image for How to Write The Perfect Blog Post

Grab my free guide to Writing the Perfect Blog Post.

You’ll have all the elements you need at your fingertips every time you write.
Your readers will love the helpful information in your blog and you’ll make Google happy, too!

Write your ‘meta description’ with the search snippet in mind.

Meta whaaaat???

You know when you search for something and it returns a list of possible websites related to your search and below the ads are ‘organic’ links?

When you see the link, there’s usually some text below it? Here’s what I found when I googled myself.

lisa bollow google results

Whew, first thing is that I came up #1 for the search. I’m #1 woohoo ;-). That isn’t always the case if you have a common name or share a name with someone who has a greater online presence.

Anyway, below my link Lisa Bollow: Business Coach & Online Marketing Strategist for…

See the date ?– the last time Google cached (crawled and took a snapshot of my site) and then you see “Helping entrepreneurs, coaches, & business owners create profitable group & online programs, start a podcast, and create profitable business …”

The text is what I wrote for the meta description. 

I use the Yoast SEO plugin on my website and it gives me a place to add the exact text I’d like to show up. 

 It pulls that about 90% of the time.  Other factors like the search terms the searcher uses can affect what comes up there.

Here’s another snippet for a post I rank pretty well for —

You can see that I want coaches to know what onboarding will do for them, and that helps Google rank my search near the top of the query. 

It also helps me get more clicks to the blog and more opt-ins once someone reads the post.

how to write a blog post google image 4

Your blog needs to be broken down into sections that include headings and images.

Oh, how I love this system!!! It has saved me so much time in the long run.

If you’re not a seasoned blogger, this is for you — KEEP IT SIMPLE.

Shoot for the same process for the first 10 posts. Expand after you’ve put enough time into the process to feel comfortable.  

I suggest all reluctant bloggers start with this. I’ve even included a printable version of this post with worksheets at the end of the post.

BLOG OUTLINE WORKSHEET

Quick SEO Search on Google: 

  • How many searches?
  • Other possible titles?
  • Related titles I like:

What are My 3 Working Titles? 

Write out 3 possible titles that include your keywords from the research.

1 -2 Paragraph Simple Introduction: Basically, what’s the promise of this blog post?

Here’s a possible one based on our ‘how to boil and egg’ search phrase:  Learn how to boil an egg so that it’s perfect every time. Simple steps, easy variations and tips for success.

Meta Description:

This can be a shortened version of your introduction. Usually, about 155 characters fit in the display on the search query.

What am I leading the reader to do:  

The easiest way to answer this is to ask “What action do I want the reader to take after reading this post?” 

Do you want them to understand something better, learn how to do something, see you as a credible source, opt-in for a freebie, sign up for a webinar, join your Facebook group? 

3 or More Main Bullet Points:

What points are you covering in your blog? Each bullet point should have a minimum of 1 descriptive paragraph. I’d shoot for at least 2 paragraphs detailing each bullet point. You can write more if the bullet point lends itself to a thorough explanation. 

Let’s keep with the egg option —

  • What makes a perfect hard-boiled egg?
  • Steps to boiling the perfect hard-boiled egg?
  • Ways to use your perfect hard-boiled eggs.

Transition Paragraph:

This paragraph is more of a “now that you know the steps, you’ll be successful at boiling an egg.

Closing Paragraph: 

This paragraph is a simple recap. It’s also a great place to link to other content on your website that supports what you’re writing about.  You can also link out to another website if you want. Try to avoid linking to your competition. 

Images:

  • Feature Image & sizes you’ll need — blog image (usually horizontal 1200x800px), Square version of the same image for social media (usually 600x600px), Pinnable Image for Pinterest (1000 x 1500px)
  • Image 2 — can be any size or orientation
  • Image 3 — can be any size or orientation
  • Other images that will support your content — graphs, charts, screenshots, etc.

A couple of my favorite FREE images sites are Unsplash and Pexels.

cover image for How to Write The Perfect Blog Post

Grab my free guide to Writing the Perfect Blog Post.

You’ll have all the elements you need at your fingertips every time you write.
Your readers will love the helpful information in your blog and you’ll make Google happy, too!

woman purchasing online

The blog content should lead the reader to action, improved understanding and/or establish you as a credible source.

What’s the action you want the reader to take?

Do you want them to understand something better, learn how to do something, see you as a credible source, opt in for a freebie, sign up for a webinar, join your Facebook group? 

Key tip: never write something without knowing what you want your audience to do.

Spend as much time on your blog post title as you do on the copy.

A good title is built around your search phrase and the most relevant words that will get your message across.

I touched on this earlier, but simple is always better. People don’t sit down and search for overly creative phrases. They search for how-to’s, ways to, clear focused items.

I usually write a working title when I begin my blog post then I’ll come up with 2-3 more titles after I’ve finished my post. 

Then I compare the titles to the research that I did to make sure I’m not missing anything. 

The length of your blog post should be no fewer than 1000 words. For best Search Engine Optimization are 2100-4000 words. 

Usually, the first reaction that I get from my clients is “GASP!”.

But it’s not as hard as you might think. By using the blog post outline mentioned in #5, you’ll start to see that the pattern will guide you to a reasonable blog length. 

You’ll never reach 1000 or more words if you don’t try. Set the goal and get to work writing a thorough post. Before you know it, you’ll be well on your way to hitting the 1000+ goal.

What if my post is under 1000 words? 

It happens. Sometimes you just can’t get to 1000.  Don’t stress about it. Write the best post you can and be done with it for now. 

There are posts that I wrote a few years ago that didn’t hit the 1000 minimum. When I feel inspired, I’ll go back in and edit the post to reflect my new approach or inspired copy.

Whenever possible link your blog post to other similar content on your website.

This is big if you can do it. Backlinks are a great way to establish yourself as being credible in your niche.

This post has a couple of backlinks:

10 Step Guide for Onboarding a New Coaching Client

Business Lab with Lisa Bollow

As I conclude the post, I just want to give you a little encouragement. 

Even the best writers struggle with content from time to time. 

The key is honestly to just keep going.

Keep writing. We all get those voices in our heads that put doubt in our minds. Shut those silly voices up by being consistent.

Key tip: The antidote to writer’s block is to write!

On the following pages you’ll find a printable worksheet. Use it to capture all the details you’ll need to create your blog posts.

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I’m covering it all in the Catalyst. Motivation, Skills, Mindset, Money, Relationships, Systems, and a few How-Tos. Replace those boring emails, stop scrolling and saying “yeah, yeah, yeah” and get the weekly Catalyst.  Keeping you inspired, informed, and focused on what matters most…to you!

xoxo Lisa
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