Content Mastery Guide

Editor and Ghostwriter

Usability Tips to Keep Blog Readers Happy and Returning

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© coolfonk – Depositphotos.com

If your blog isn’t easy to use, people won’t stay very long and they probably won’t return. Usability is the key to making sure readers find what they need. In a previous post, Tema Frank from Frank Reactions introduced us to usability, and now we’ll get her concrete usability tips to use when blogging for business.

From a usability standpoint, is it better to have a blog be part of your main website or on a separate platform at a separate address? Why?

From a marketing perspective, I think it is better for a blog to be part of your main website. It is so hard to get readers to your website that you don’t want to be splitting your efforts. The more traffic you can drive to one site, and the more valuable content you have on it, the higher it will rank in search results.

It is also better for usability if you keep your blog and website in one place. Otherwise people may get confused going back and forth between the two.

What are some tests bloggers can use to improve the usability of their blog and website?

To start with, use Google Analytics and track what is most popular with your readers over time. If you see that your bounce rate is high (people coming to your site and leaving right away), you can assume that you’ve got a problem.

There are some free tools you can use to test things like page download speeds (the faster the better), colour contrast, etc. I list several of them on the Internet Marketing Tools page of the Frank Reactions website. Scroll down and click “Usability Testing.”

Another useful free tool is built right into Word. It will check the grade level readability of your writing. Oddly, even for a highly educated audience a grade level score of about Grade 8 will get you the best results. It is hidden in the more recent versions of Word, so here’s how to enable it:

  1. Click the File tab, and then click Options.
  2. Click Proofing.
  3. Under When correcting spelling and grammar in Word, make sure the Check grammar with spelling check box is selected.
  4. Select Show readability statistics.

After you enable this feature, open a file that you want to check, and check the spelling. When Word finishes checking the spelling and grammar, it displays information about the reading level of the document.

Do you have any other usability tips for business bloggers?

  • Be focused. Try to write on one consistent topic. If you wander all over the place, people won’t know what to expect, and are less likely to follow you. Think about who you are writing for, and what will be relevant and of interest to them.
  • Blog regularly. Aim to post at least once or twice a week if you want to build a following.
  • Promote your posts. Use social media and other tools to promote what you’ve written. I love the WiseStamp tool that you drew to my attention, Linda. It lets you have a link to your latest post automatically placed in your email signature.
  • Minimize jargon. You may be tempted to throw a lot of jargon in to show that you are an industry “insider” but usually even tech types find it easier to read jargon-free documents.
  • Don’t have patterned backgrounds! Fortunately, this is not nearly as common as it used to be.
  • Be human. This can be really tough in a business blog, but people will respond better if they get a sense of the real person writing rather than just a corporate face. Try to bring some personal elements into your writing.

So while you’re aiming for high-quality content that will be interesting and useful to your ideal clients, be sure to think about how easy it is to find and navigate through the information on your blog. The more usable your blog, the more likely people will stay on your site long enough to learn more about your business.

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Top 5 Blog Editing Essentials That Build Credibility and Loyalty

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© BillionPhotos.com – Fotolia.com

When I ask whether they edit their blog posts, people say things like, “I was so relieved to have finished the post, I just wanted to check it off my list and get it out there.” Can you relate?

By skipping the editing phase of the blog writing process, you may unintentionally turn off the people who land on your site. Instead of building credibility, you lose it; instead of loyalty, you create hesitation to click on more of your links in the future.

This post will:

  • Outline the five crucial elements of the editing process
  • Provide specific tools and filters to apply as you read through a draft blog post

1. Grammar and spelling

There’s a saying that how you do anything is how you do everything. If people see you haven’t taken care to proofread your blog posts, they may wonder how you take care of other details in your business.

Grammar and spelling problems distract the reader, creating a barrier and blocking your message from getting across. The blog post fails to fulfill its purpose to educate, inspire and help your readers, and you fail to make a connection with someone who could have become a client or fan.

No one can be perfect (I know I’m not!), but just a little effort can have a big impact on the quality of your writing. Here are a few ways to edit for grammar and spelling:

  • Step away. Build time into the blogging process so you can edit a few hours (or days) after you finish writing. This distance will help you spot errors.
  • Listen to your post. Read the post out loud, or use a text-to-speech feature via Mac or Windows. When reading, your mind tricks your eyes into seeing what you meant to type, rather than what you actually typed. What the eye misses, the ear can catch.
  • Look it up. Bookmark some go-to sources for grammar and spelling questions, such as Grammar Girl and Merriam-Webster.
  • De-capitalize. Resist the urge to capitalize words because you think they’re important. Here is an excellent article that explains the difference between legitimate capitalization and vanity capitalization.

2. White space

Even before they read a word of your blog post, people can be scared away by big blocks of text. Long paragraphs make it more difficult to keep their place on the page, let alone grasp the concepts they’re reading.

Eye strain, confusion, hard work – these are not the feelings that will draw in readers and keep them returning to your blog. People aren’t just searching for information they can trust, they want a pleasant reading experience.

Here are a few ways to edit for white space:

  • Paint a picture. Use images to break up the text and create visual interest and an emotional connection.
  • Use the return key. Cap each paragraph at three or four lines at the most.
  • List your points. Incorporate bulleted or numbered lists.
  • Head up your sections. Use sub-headings for each main topic in your article.

3. Focus

When people click on a link to visit your blog, it’s because they hope the post will answer a question they’ve had, validate something they already believe, teach them about something new, or just be a pleasant diversion.

If your post fails to deliver on its promise, or simply wasn’t what the person expected, they may hesitate to click on your other links in the future.

Here are a few ways to edit for focus:

  • Stay true to your title. If the post is turning into something other than you planned, either change the title to the new focus, or scrap the post and start again.
  • Be strategic and reader-focused. Know the main themes and topics that are most important to your audience, and stick with only those.
  • Plan ahead with an editorial calendar. When you’ve already decided what you’re going to post, you’re more likely to stay focused on that topic.
  • Be relentless. Constantly ask yourself, “What is my point?” If anything you’ve written doesn’t support that point, save it for another article.

4. Differentiation

There is a wealth of information out there today, and chances are you’re not the only one writing about your topic of expertise.

If your blog posts are too generic, you don’t give people a reason to keep reading or come back. They’ll also have a harder time remembering and using your ideas.

Here are a few ways to edit for differentiation:

  • Stick to your categories. Your categories are an intersection of your unique combination of skills, interests and experiences. They represent the specific questions your ideal clients want answered, and the topics you want to be known for.
  • Be bold. Express your opinions, even if they’re different from prevailing wisdom or what other people have said or written.
  • Be yourself. On your blog, give people a taste of what it’s like to do business with your company. Whether your blog has multiple voices, one main voice, or a company voice, use it to bring your personality to life.

5. Empathy

When someone arrives at your blog, it may be their very first visit, or their fiftieth. They may be an absolute novice at your topic, or an expert. While you can’t be everything to everybody, there are ways to meet your readers where they’re at to make a stronger connection and improve their experience at your site.

Here are a few ways to edit for empathy:

  • Eliminate jargon. Make each post friendly to someone who is brand new to your blog and your topic. Put yourself in their shoes and scan for any terms that need to be replaced or explained.
  • Provide links with more information, whether internal links to your own site or external links to other resources. Beginners can dig in to get background information they may be missing, and experienced readers can go deeper on particular topics.
  • Write for one reader at a time. As you read your post aloud (see #1), imagine your ideal reader is sitting across from you.

Blog editing is about much more than apostrophes or typos. By keeping a watchful eye on all five of these editing elements, you will earn readers’ trust and respect, and keep them coming back. Over time, that trust will convert to the right people saying yes when your offer fits their needs.

Editing is just one part of my 7-step blog writing process. You can learn the whole system by attending my next free webinar, Write Less, Earn More. Register now to save your spot!

Note: An earlier version of this post appeared on the SteamFeed blog, which is now closed.

Will Your Next Post Be Your Last Chance to Woo a Client?

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Your next perfect client is out there. Right now. There she is – a friend of a friend, or the former client of a related practitioner, or the second-cousin of your dog walker’s teacher. She’s scrolling through her social media feed when she spots the title of your blog post that seems to answer the exact question that’s been keeping her up at night.

Click.

This is it. This could be your first chance to impress her, to show her what you know, to reveal your personality and unique approach. This could be the start of a relationship that brings you closer, bit by bit, blog post by blog post, until she recognizes that you are the perfect person to help her.

Or this could be your last chance. There may be something about your blog post that sends her in the opposite direction. Now sometimes this is exactly what needs to happen. Maybe your approach doesn’t appeal to her, or maybe your personality rubs her the wrong way. Either way, it’s best she keep searching because any work you tried to do together would most likely fail.

But what if you ARE a good fit, but she couldn’t see it? What if something about your writing is what drove her away? It may have if you have any of these three reader-repelling habits:

Reader-repelling habit #1: The long and winding sentence

You probably already know if this is one of your habits, but a sure-fire way to spot it is to read your work out loud and notice:

  • Do you run out of breath before you finish any of your sentences?
  • By the end of the sentence, do you forget what the sentence was about?

Relationships are built on feelings. If a long and winding sentence leaves your reader confused or disoriented, they will associate those feelings with you the next time they see your name.

Watch the video below for an example. You’ll see how I actually add more words to break up and clarify the ideas in a long and winding sentence.

Reader-repelling habit #2: The stuffy sermon

Do you talk at your readers instead of with them? Do you feel like an imposter so you try to sound smarter to compensate? Do you tell them exactly what to do instead of encouraging them to try your ideas (and explain why)?

Preaching to your readers creates distance between you. They can feel like you don’t understand them or where they’re coming from.

When you’re reading your blog post out loud, imagine that perfect client sitting across from you. Ferret out any jargon – words or expressions that only people in your industry would understand.

This isn’t about dumbing down your writing; it’s about using plain language – clear terms that mean the same the everybody.

Instead of preaching to your audience, remind them how you’re connected. Are you a member of your own target market? Have you overcome the same problems you know help others solve? Or can you share a client story of how you’ve helped someone just like them?

There are plugins (like Yoast SEO) and apps (like Grammarly and Hemingway) designed to assess the readability of your posts. Use these to stuff the sermon and better connect with your readers.

Watch the video below for an example of how I turned a preachy sermon into a helpful suggestion.

Reader-repelling habit #3: The big bad wall of text

Nothing sends me away from a page quicker than this one. When I see big blocks of text with no break on the page, I immediately feel a sense of heaviness and overwhelm. It seems like way too much work to get the information I’m looking for.

When you preview how your published post will look in your blogging platform, count how many lines of text there are before a break. I try to keep most paragraphs at five lines at the most, but usually three or four lines.

Keep in mind that your reader may have chosen to display text at a specific size on their computer, or they may be visiting from a mobile device. That’s why it’s important to break up the text in other ways, such as:

  • Lists – You can use bullets for most of your lists (like I have here). The only time you’ll want to use numbers is if you’re presenting a specific number of points (e.g., here are three tips for better sleep, or here are my top 10 uses for apple vinegar), or if it’s important people follow your steps in order.
  • Images – Photos, charts and icons are another way to create visual interest and give the reader’s eyes a break.

The video below shows how I divided up a big bad wall of text to make it easier for the reader to digest the information.

If you want your next post to woo – not repel – your perfect client, banish these bad writing habits. Instead of confused, preached to, or overwhelmed, your readers will feel clear, connected, and comfortable.

P.S. Want to write high-quality content that has more impact, attracts more ideal clients, and makes you more money? Register for my FREE webinar, Write Less, Earn More With Blog Posts That Are Easy to Write and Irresistible to the Perfect Clients For Your Health and Wellness Business.

Is Your Business Blog Too Sloppy or Too Dressy?

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© Ammentorp - Fotolia.com
© Ammentorp – Fotolia.com

Authenticity was a common theme at the recent Content Marketing World conference. Prospective customers must be able to see and connect with who you really are, in order to build a relationship that may eventually lead to them hiring you.

New business bloggers often feel tempted to try and sound smart in their blog posts so they can impress readers with their expertise.

Dressed up writing might look like:

  • Passive language rather than active
  • Complex terms instead of simpler, more common phrases
  • Jargon that only other industry experts will understand
  • Impersonal, “stuffy” tone of voice that feels distant from the reader

At the other end of the spectrum are the business bloggers who are far too quick with the Publish button. Pressured by time (and maybe an unrealistic publishing schedule), they’re more concerned with getting it done than the impression they might be making on their audience.

While done is definitely better than perfect, a poorly written blog post can have a far more negative impact than waiting another day or two to proofread your post.

Sloppy writing might look like:

How to dress your business blog for success

Think of it this way:

Would you leave your house for a business meeting wearing pyjamas and slippers? Probably not, since this wouldn’t be very professional.

On the other hand, you certainly don’t have to pour yourself into an evening gown or tuxedo every time you step outside your door. You won’t be comfortable, people won’t know how to relate to you, and your message will be lost in the distraction of how you’re dressed. And the very same things happen when you try to dress up your writing.

Instead, take the time to run a comb through your blog post and deal with any glaring errors. You can look the part of a professional expert, just don’t try to be someone you’re not.

This post was updated from Is your writing all dressed up but going nowhere?

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Top 10 Blogging Tips for Professional Services

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© michaeljung - Fotolia.com
© michaeljung – Fotolia.com

When a prospective client is looking for the professional services you provide, they may not be ready to talk to you yet. Instead, they may browse your website to find out more about you.

While the other sections of your website can show that person who you are and what you do, your blog shows them just how much you know.

Reading your blog gives clients a non-threatening way to interview you at a distance. If they like what they see, it will give them the confidence to contact you directly and take the next step.

Here are 10 blogging tips for attracting new clients for your professional service business:

  1. Plan first. A blogging plan is the best way to build confidence in your ability as a blogger, and in blogging’s effectiveness to grow your business. Outline why you’re blogging, your goals, and how you will achieve them. Detail when and how you will write, polish, publish and promote your posts, and define your blog’s key categories.
  2. Commit to a set of core topics. Hone in on 5-7 themes that intersect between your areas of expertise and the interests and concerns of your readers and prospective customers. Do not publish anything that doesn’t fit precisely into one of those categories. (You can add categories later, but think carefully first.) Blog categories focus your efforts and make it easier for both you and the reader to return week after week, knowing exactly what you’re doing there.
  3. Tap into a team. If a topic is outside your immediate scope, but important to your audience, you can still include that category. Simply create a list of people you can invite to write a guest post or be interviewed. Consider partnering with other professionals to share your resources. Decide who can best help you plan, produce and promote your blog posts.
  4. Ask and listen. You don’t have to guess about the topics your target audience is interested in, you can ask them! From a formal questionnaire to a casual question in passing, find out what’s on their minds in relation to your business. You can also listen in the background by searching for key phrases on social media platforms and reading comments and questions about your topics.
  5. Be a beginner. You’re an expert. That’s why people hire you. Yet it took years for you to build up your knowledge base and the collection of experiences you draw on every day to help your clients. Be sure your writing is accessible to someone who is brand new to your topic and your industry. Don’t use jargon or acronyms, or if you do, include a clear explanation that any novice can understand. Constantly put yourself in the shoes of a beginner and review what you’ve written from that perspective.
  6. Make your blog posts easy to read. Treat your readers like clients and give them a good experience of being with you. This can mirror the positive way you’ll treat them when you work together. Include plenty of white space on the page, by keeping paragraphs short, using sub-headings and/or lists. Include a compelling title and an eye-catching photo that help your reader connect to the topic on an emotional level.
  7. Proofread and pause. Walk away from your writing for a few minutes (at least) or a few days (ideally). You’ll be amazed at how many improvements you’ll find by giving yourself this space. Read your post out loud to catch errors your brain will skim over when you’re reading onscreen.
  8. Promote and repurpose your posts. As much as you’d like to think people are visiting your blog every morning to see what’s new, that’s highly unlikely. If you want them to see a new post, you must let them know it’s there. Use email newsletters (manual or RSS, social media updates, your email signature, and individual messages to people who would benefit the most. Schedule additional social media messages for the future. You never know when someone new will come along who needs to hear the exact message you just wrote. When you write posts on related topics (which you will, since you’re following my suggestion in #2), link back to this post to keep it alive.
  9. Monitor your responses and results. Janet Barclay of Organized Assistant® says there are three ways blogging gets business results: authority (i.e., recognition as an expert in your field), numbers (email subscribers, website traffic, social media followers, etc.) and dollars and cents (new clients, product sales). Be clear about the results you’re looking for, so you can track what’s working well and keep doing it.
  10. Keep blogging. Blogging only works if you do it consistently. While blog posts can and will draw new readers and results for years, when you stop blogging or blog only sporadically, it can raise questions about your professionalism and dependability. No one is perfect, myself included, so if you DO fall off the wagon, just jump back on as soon as you can.

If your business offers a professional service, blogging can tell prospective clients a lot about you. They will see how much you know, how generous you are with that knowledge, and how skilled you are at using your knowledge to help people just like them.

Use these 10 guidelines to make the most of this powerful marketing opportunity that is accessible 24/7 from your website, not to mention from any device connected to the internet.

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