If you've been putting off starting a blog for your business, now really is the time to get going. A well-written blog is one of the most cost-effective things you can do for your website. It brings in new visitors, helps search engines understand what you do, gives you something valuable to share on social media — and it positions you as an expert in your field.
Not sure where to start? Here are our top tips for writing blog posts that people actually want to read.
Start with your readers in mind
Before you start writing, think about the people you're trying to reach. What questions do they have? What problems are they trying to solve? What would genuinely be useful or interesting to them?
Some of the most reliably popular types of blog post include:
How-to guides - practical, step-by-step advice is always in demand
Top tips or listicles - easy to read, easy to share
Case studies - showing real results builds confidence and trust
Industry news - keeps your audience informed and positions you as someone in the know
Business updates - a new team member, an award, a milestone anniversary, a new product line. Don't underestimate how much people enjoy hearing about the people behind a business.
It's also worth keeping an eye on what your competitors are writing about. If a topic is getting good engagement for them, that's a strong signal it will work for you too. Don't copy — but absolutely use it as inspiration, do your own research, and bring your own perspective.
Write naturally first, optimise second
One of the biggest mistakes people make is trying to stuff in keywords while they're writing. It makes for stilted, awkward reading, and readers can spot it a mile off.
Instead, imagine you're talking to a customer face-to-face and answering one of their questions. Get your ideas down first, in your own voice. Once you've finished, you can go back and weave in relevant keywords and phrases where they sit naturally.
How long should your blog post be?
The honest answer is: long enough to do the topic justice, but not longer than necessary.
As a rule of thumb, aim for at least 500 - 1,000 words for a standard blog post. For more in-depth guides or topics where you have a lot to say, 1,500 to 2,000 words tends to work well for SEO. Google favours content that covers a subject thoroughly, so if you're writing about a complex topic, don't be afraid to go into detail.
That said, length without quality is pointless. A well-structured 1,000-word post will always outperform a rambling 2,500-word one. Break your content up with:
Short paragraphs (two to three sentences is plenty)
Clear, descriptive subheadings
Bullet points where appropriate
Images to give the reader's eyes a rest
If your post is easy to scan, people are far more likely to actually read it.
Images matter more than you might think
Good images make your blog more appealing, more shareable, and they also contribute to your SEO.
Professional photos are best if you have them, they strengthen your brand and add an authentic feel. If not, free stock photo sites such as Unsplash and Pixabay have a huge range of good-quality images you can use without any copyright concerns.
A word of warning: never just save an image from Google. The vast majority of images online are protected by copyright, and using them without permission can land you in hot water. If you find an image you love on someone's website, ask permission - and offer a credit link in return.
Whenever you add an image to your blog, always fill in the alt text. This is a short description of what the image shows. Search engines can't "see" images, so alt text helps them understand your content. Save your image file with a descriptive, relevant name too, rather than something like IMG_3847.jpg.
Sort out your SEO basics
Keywords and phrases
Once you've written your post, read back through and check you've naturally included the key words and phrases your ideal customer might search for. Aim for roughly one keyword or phrase per 100 words, and don't repeat the same term so often it starts to read oddly. Google's algorithms are sophisticated enough to understand synonyms, so vary your language.
Local keywords are particularly valuable for small businesses
For example, "web designer in Windsor" or "accountant in Berkshire" — these longer, more specific phrases might have lower search volumes, but they're much easier to rank for and they attract exactly the right people.
Meta Data
Your meta title and meta description are the snippet of text that appears in Google search results. They don't appear on the page itself, but they're important, both for rankings and for encouraging people to click through. Your blogging platform should have a field where you can fill these in. Keep your title between 50 and 60 characters, and your description between 120 and 160 characters.
Blog Tags
Tags are labels that group your blog posts by theme, making it easier for visitors to explore related content. Add two or three relevant tags per post, keep them short (one to three words) and make sure they genuinely reflect the post's content.
Use links wisely
Links are important for SEO and for your readers. There are three types to think about:
Internal links - are a way of labelling your blog post and grouping similar blog themes under the same heading, making them easy for the reader to search for. I usually add 2 or 3 tags per post and they should be one to three words long. No need to hashtag or to add several tags around this same topic.
External links - are when you put a particular word in the blog post that links back to a page on your website.
Anchor Text - this is the clickable text used for a link. Rather than writing "click here," use a descriptive phrase that tells the reader (and search engine) what they'll find. For example: find out more about our web design services in Windsor.
Always add a call to action
Don't let your reader reach the end of your post and have no idea what to do next. A call to action (CTA) gives them a clear next step, whether that's getting in touch, taking a look at a product or service, downloading something, or reading another blog post.
It doesn't need to be complicated. Something like "Got questions? We'd love to help - give us a call or drop us a message" is perfectly effective.
Get your blog seen
Writing a great post is only half the job, you also need to get it in front of people.
Share it on your social media channels with a short teaser and a link back to the full post
Post an update on your Google Business Profile — this is often overlooked, but it can make a real difference to your local visibility
Include a link in your email newsletters or prospect emails
Link your blog posts to each other — if you've covered a related topic before, reference it. It keeps readers on your site longer and is good for SEO
And don't forget: a good blog post has a longer shelf life than a social media post. Go back and refresh older posts periodically — update any outdated information, add new links, and they can continue to drive traffic for months or even years.
it’seeze Windsor is a website design company that helps local businesses build websites that work hard for them. Not sure if your current site is pulling its weight? We offer a free Website Health Check that identifies exactly where improvements can be made. Call us today - we'd love to help you make the most of your online presence.
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