Your blog layout is important. If the blog post isn’t visually appealing then you can lose visitors before they even read a word.
The way people read from a screen is different to how they read form a page and you need to be aware of this. Reading from a screen is more tiring and readers tend to scan so your blog post should be skimmable.
Take some time thinking about the blog layout, paying particular consideration to the following:
Your blog post should have a title and this should stand out just like a headline in a newspaper or magazine. Your headline will be the thing that grabs readers’ attention so you need to make it stand out. Put your headline at the top of your blog post so that readers know what your blog post is about. Include keywords in your headline.
Images help visitors to your blog understand what the post is about without having to read it all. You can use infographics, photographs or illustrations to break up the text and make your post more visually attractive. You should try and include at least one image on your post even if it is just at the top as a header. Make sure you have the correct permissions or licences to use any images you choose.
Subheadings break up the text. Readers tend to scan a post before they read it in full. The subheadings will tell them if it is worth reading the entire text or help them pick out the key points. Try and include keywords in some of your subheadings as this can help with SEO. Make your subheadings stand out by bolding them or making them bigger than the main text.
Don’t use too many different fonts in your post as this can look messy and confusing. Sans-serif fonts are more popular for online text; evidence suggests they are easier to read on a screen whereas serif fonts are better for print. Use larger fonts for subheadings and titles.
When we read, our brain recognises the shapes the letters make. Capital letters break this flow and slow our reading down. Capitalising entire words or phrases can look like YOU ARE SHOUTING AT THE READER so avoid doing it. If you need text to stand out use bold text or indent a paragraph. Avoid overuse of capital letters. Make sure you are consistent. If you use a capital letter for every word in one subheading then do it in all the subheadings.
Make key points stand out
You can make key points in a sentence stand out by using bold text.
If a reader is scanning the page, indented paragraphs will indicate to the reader that a key point is being presented because that paragraph is laid out differently to the main text.
Use different coloured text to draw attention to a key point
A sentence in large font in the middle of your post will grab attention
If you are using a background colour, image or pattern for your blog post then you need to make sure that the text is visible over the top. Light text on a light background or dark text on a dark background will not be easy for a reader to read and they will probably give up. Make sure that readers can easily see the text on the page.
Link to other pages
Include links to other blog posts, pages on your site or external websites that are relevant to your post. Don’t just copy entire URLs into your post like this: https://makeyourcopycount.com/copy-consultation/. Instead, include the link within your text like this, so it doesn’t detract from the content.
Don’t go overboard
It’s important that your blog layout is visually appealing but don’t be tempted to go over the top with graphics, images, text boxes, pop-ups and highlighted text. This can put readers off and detract from the actual content. The most important thing is delivering the key messages to the reader. If your content is not useful, engaging or interesting then it doesn’t matter how pretty it looks, the readers won’t come back.