Why did you click on this article? It’s an interesting question. Yes you want to know more about blog copywriting but let’s broaden the context here. It’s because you’re keen to learn something.

People read blogs for valuable information that makes the time they take to read worthwhile. Keep this in mind – always write for your reader – and you’ve taken your first step towards writing the perfect blog.

But there’s more to blog copywriting than that, of course. The title, the tone, the structure, and the call to action must be spot on too. Plus you’ve got to be careful how you sell your products or services.

Follow the advice below and you’ll stay on track.

The Title

Your headline needs to grab the reader’s attention and beckon them in. But unlike advert headlines, where creativity reaps rewards and wins awards, simplicity works best with blogs.

Don’t be tricksy. Just be clear. Tell readers what the blog is about and motivate them to read on. If in doubt, the following headlines work well:

Why You Should Do X

Why X Is Better Than Y

How To Do X

Ideas To Improve Your X

The Top 10 X (lists work really well and provide a clear structure)

You can easily vary the above. How to do X could easily become The Ultimate Guide To X. Or you could turn things around to play on a reader’s fears: Top 10 X Mistakes To Avoid. Adding intrigue is a good blog copywriting technique too. Try Myths About X or The Secret Way To Do X.

Whatever your approach the principle remains the same: the title must describe what’s to come and motivate your audience to read on. Always focus on what your readers want to know most.

The Structure

It’s hard to get the structure wrong if you keep the reader in mind and stick to the subject. However, if the challenge of blog copywriting is still filling you with trepidation then try this:

Introduce your subject by presenting a situation or problem readers will recognise. Then describe your solution, explain why it works, and provide some evidence to support your conclusions.

Link to other sites that support your argument – external evidence is always persuasive – and leave readers in no doubt where you stand. It’s good to have a clear viewpoint.

The Tone

A conversational style works best for blog copywriting. Address the reader personally, be friendly, sound helpful, show empathy, and never waffle.

If you write clearly you’ll seem authoritative and approachable. And that’s exactly what’s needed to encourage potential customers to contact you.

Blog copywriting also requires a punchy tone that’s easy to read. Use shorter sentences not long ones. Break to copy up into small paragraphs. And remember to use subheads as signposts to guide the reader.

The ‘Selling’

Blogs aren’t there to indulge your inner Wordsworth. They’ve got a job to do: to position your products and services in the market, and create some inbound marketing enquiries.

The problem, of course, is that blogs aren’t adverts. There’s a fine line to tread. You need to provide useful information but don’t be afraid to tell readers how they can get more help or information: by contacting you.

Remember to include call action – whether it’s a link to your contact page, a contact form, or even a phone number. Ask them to join your mailing list too. Then they won’t miss your helpful blogs in the future.

The Benefits

Blogging is a fantastic way to build an audience and build your brand. Readers will eventually feel like they know you; so you’re top of mind when they’re ready to buy.

There’s just one problem – and this is where I’ll do my own sales pitch – blog copywriting can be time consuming and tricky for the uninitiated. That’s why contacting an expert can help.

A good copywriter will do his research, understand your business, and appreciate what you’re trying to achieve. Then they’ll write a professional blog that’s engaging and shareable on social media.

The Value

Copywriters generally charge less for blogs than adverts, letters, emails, and brochures. You can get something great for approximately £150 depending on length (normally 600-800 words) and complexity.

Is this a good investment? Most definitely. Last year I trebled a company’s annual web traffic by writing helpful blogs that generated a great social response on social media.

So don’t miss out. Blog copywriting is a fantastic way to promote your business and build relationships with customers. And the best place to start is building a relationship with a freelancer.

James Morgan


James Morgan is a freelance copywriter, owner of Write Fit Ltd, and editor of The Full Toss cricket blog. Phone him on 01892 576786 or email james@writefit.co.uk to find out more.