Get Search Traffic Year-Round with Evergreen Blog Posts

Get Search Traffic Year-Round with Evergreen Blog Posts

by Ree Copywriting SEO UX

Are you tired of the website traffic rollercoaster? One month you’re up, the next you’re down. This feast-or-famine cycle can really slow down your business growth, especially as a solopreneur doing everything by yourself.

But what if there was a way to get a steady stream of visitors to your site, month after month?

There is! It’s called evergreen blog content. Unlike trending topics that quickly lose appeal, evergreen content keeps working for you months and YEARS after you hit publish.

Contents

What Makes Content Truly “Evergreen”?

So, what exactly is “evergreen” content?

Imagine a pine tree – it stays green all year round, right? Evergreen content is similar. It’s information that remains useful and relevant to your audience for a long time. This is different from timely content, like news about a current event, or a seasonal trend, which loses its importance quickly.

How to determine whether your content is evergreen

Your content will stay fresh over time if it:

  • Covers foundational topics in your field.
  • Answers common questions and/or solves your audience’s persistent problems.
  • Doesn’t become outdated quickly.

So if you’re a business coach, an evergreen topic could be “How to Set Realistic Business Goals.” This is something new and experienced entrepreneurs will always search for.

A time-sensitive topic, on the other hand, might be “Reacting to the Latest Social Media Algorithm Change.” While it’s a hot topic for a moment, it won’t be as relevant next year (or whenever the algorithm changes again).

Myths about evergreen content

Common misconceptions about evergreen content are:

  • You write it once and never touch it again.
    While it’s low-maintenance, occasional updates can keep it performing at its best.
  • Any long-form article or “ultimate guide” is automatically evergreen.
    But if the core topic isn’t timeless, even a detailed guide will lose relevance. The key is lasting value. You’ll have to maintain this type of content as well.

Why Solopreneurs Need an Evergreen Content Strategy

Running a business on your own comes with unique challenges. You’re often juggling everything–marketing, sales, and service–not to mention personal obligations and demands on your time. Unlike larger companies with big marketing teams, you probably don’t have the resources to constantly churn out new content just to stay visible on social media.

This is where using an evergreen content strategy becomes a game-changer.

Imagine publishing a helpful blog post today that continues to attract visitors and potential clients for months, or even years, with little extra effort from you. That’s how evergreen content creates passive marketing for your business. It’s like having a marketing assistant working 24/7, even while you sleep!

This consistent traffic generation can smooth out feast-or-famine cycles. But there are more benefits of evergreen content.

Evergreen content is great for SEO

Source: Ahrefs

The SEO benefits of evergreen content grow over time.

Search engines like Google love high-quality content that thoroughly answers searchers’ questions. As your evergreen post gathers more views, shares, and backlinks from other sites, its authority (and yours) grows.

Older webpages tend to rank higher in SEO, and evergreen content is perfectly suited to become that aged, authoritative content. This means your posts are more likely to show up on the first page of search results, driving organic traffic to your website.

Evergreen content is cost-effective

Source: Search Engine Land

Creating content with long-term value is also very cost-effective.

Think about the time and energy you spend creating a blog post. With timely content, that effort yields results for a short period. With evergreen content, your initial investment continues to pay off for a much longer time.

This makes it a smart approach to content marketing for a small business, especially when you’re managing a tight budget. It’s about working smarter, not harder, to achieve sustainable business growth.

But what types of content offer this lasting power? Let’s look at some proven formats.

5 Types of Evergreen Blog Posts That Drive Consistent Traffic

Certain types of blog posts are naturally more suited to being evergreen. They address ongoing needs and questions. Here are five powerful formats you can use.

How-to guides and tutorials that solve common, persistent problems

Woman reading tablet search engine bot in the corner with a thumbs up

These are classic evergreen pieces. People are always searching for instructions on how to do something. As a solopreneur, you have specific skills and knowledge, so share it!

For example, if you’re a web designer, “How to Choose the Right Colors for Your Brand Website” would be a great idea for an evergreen how-to guide.

Backlinko analyzed almost 1 billion blog posts, and found that “how-to” posts, listicles and infographics tend to receive a high number of backlinks, which is great for SEO and long-term traffic.

Resource lists and toolkits that remain useful year after year

Curated lists of valuable resources save your audience time and effort. These can become go-to references in your niche.

So for a virtual assistant, “The Top 10 Productivity Tools for Busy Solopreneurs” could be a highly valuable resource list.

Specific tools can change, but the categories of tools (project management, communication) often remain constant. You can update the specific tools every year or so to keep the list fresh.

“Ultimate” guides that cover foundational topics in your industry

These are comprehensive, in-depth pieces that aim to be the definitive resource on a particular subject, and build extensive authority.

Say you’re a financial planner for solopreneurs. You could write “The Ultimate Guide to Retirement Planning for the Self-Employed” and continue adding to it as one of your content pillars on your site.

Orbit Media Studios’ annual blogging survey often highlights that bloggers who write longer, more in-depth content tend to report stronger results.

Ultimate guides fit this description perfectly.

Case studies of timeless principles applied to real situations

Colorful case study graphic on desk

A piece showcasing how fundamental principles work in practice can be very insightful. If the principles are timeless, the case study will remain relevant.

So a marketing consultant might share something like: “Case Study: How a Local Bakery Tripled Its Online Orders Using Core Email Marketing Principles.” Even if the bakery is an older example, the core email principles likely still apply.

Focus on the “why” and “how” behind the success, linking it to enduring strategies instead of fleeting tactics.

FAQ posts that address universal questions in your niche

Woman thinking at her desk and holding a pen

Every industry has questions that prospects and customers ask over and over again. Compiling these questions into a comprehensive FAQ post can be incredibly helpful and drive targeted traffic to your site continuously.

A business lawyer could create an FAQ post called, “Your Top 15 Questions Answered: Legal Basics for Starting Your Solo Business.”

Answering common questions directly can help your content appear in Google’s featured snippets and “People Also Ask” boxes and at the top and bottom (respectively) of search results, significantly boosting visibility for these FAQ posts.

These formats provide a great starting point for your evergreen blog content for solopreneurs. Next, let’s talk about making sure people can find these amazing posts.

Creating Evergreen Content That Ranks

Creating great evergreen content is one thing; making sure it gets found by search engines is another. You want your hard work to pay off with consistent organic traffic. Here’s how to create content that ranks.

Keyword research techniques for finding evergreen search terms

Source: Ahrefs

Keywords are the search terms people type into Google. For evergreen content, you need to find keywords that have steady search interest over time, not just seasonal spikes.

  • Focus: Look for “long-tail keywords,” which are long, specific phrases like “how to create a content plan for solo business” instead of just “content plan”. They often have less competition and attract a more targeted audience.
  • Tools: Use tools like Google Keyword Planner, AnswerThePublic, or Ahrefs’ Keywords Explorer to find terms people are searching for. Look for questions people ask related to your core topics. For instance, searching for “content ideas for solopreneurs” may reveal many related long-tail keywords.

The majority of searches are for long-tail keywords. Targeting these can be a smart SEO strategy for solopreneurs.

Tips for crafting headlines that attract clicks month after month

Your headline is the first thing people see. Here’s how to create a compelling headline they just have to click, now and in the future:

  • Be clear and specific: Tell the reader exactly what they will get. “5 Simple Steps to Writing Your First Evergreen Blog Post” is more specific than “Writing Blog Posts.”
  • Use numbers or questions: Headlines with numbers (like listicles) or that pose a question often perform well.
  • Include your target keyword: Your target keyword (also known as a primary keyword or focus keyword) helps search engines understand what your content is about.

How to structure content for both readability and SEO

Source: HardSplash Media

People online tend to scan content. Make your posts easy to read and digest. Search engines favor well-structured content with this formatting:

  • Properly-tagged headings and subheadings (H2, H3, H4): Break up your text and guide the reader.
  • Short paragraphs and sentences: Aim for clarity and conciseness.
  • Bullet points and numbered lists: Make information easy to skim.
  • Bold and italic text: Highlight key takeaways.

Nielsen Norman Group’s research consistently shows that users scan web pages, and clear, concise, scannable content performs best.

Strategies to make your content comprehensive yet accessible

Evergreen content should be thorough, but not overwhelming. You want to be seen as an authority, but your audience (especially if you’re aiming for an 8th-grade reading level) needs to understand you. So be sure to:

  • Define jargon: If you must use industry-specific terms, explain them simply.
  • Provide examples: Illustrate your points with relatable scenarios. If you’re referencing a success story, focus on the enduring principles, not short-lived tactics.
  • Logical flow: Organize your content in a way that makes sense from start to finish.

Enhance content with timeless visuals

Visuals can make your content more engaging and easier to understand. Choose images and examples that won’t quickly look dated.

  • Use diagrams or simple charts: To explain complex ideas.
  • High-quality stock photos: Avoid overly trendy or cliché images.
  • Screenshots: Ensure they illustrate a process that isn’t likely to change drastically anytime soon.

By focusing on these elements, you can create evergreen blog posts that not only provide lasting value but also have a strong chance of ranking well in search results, becoming a cornerstone of your traffic-driving blog posts strategy.

But if your competitors are also creating evergreen content, how do you make yours stand out?

Making Your Evergreen Content Stand Out from Competitors

It’s likely your competitors are also trying to create lasting blog content. So, how do you ensure your evergreen pieces get noticed and become the go-to resource? You need to add that extra something special.

Research methods to find content gaps in your market

Source: SERPninja

A content gap is a topic your target audience is searching for, but there isn’t enough high-quality content available, or existing content is missing key information.

  • Analyze competitor content: Look at top-ranking posts for your target keywords. What questions are they not answering fully? What perspectives are missing? You can often find these content gaps by reading comments on their blogs or social media.
  • Use SEO tools: Tools like Semrush and Ahrefs have features to identify keywords your competitors rank for that you don’t, or where their content might be thin. This helps identify content creation opportunities.
  • Listen to your audience: What questions do your clients or social media followers ask you repeatedly? These are prime candidates for evergreen content that fills a real need.

Techniques to add unique insights and personal expertise

This is where being a solopreneur can be a real advantage. Your unique experiences, voice, and perspective are things no one else can replicate. This is key for personal branding through content.

Some ways to weave in your unique insights and perspectives:

  • Share personal anecdotes: Illustrate points with your own stories.
  • Offer a contrarian view: If everyone says “X,” but your experience shows “Y” can also work, explain that. This can create thought leadership content.
  • Develop your own frameworks or models: Simplify complex topics by breaking them down in a unique way.

A survey by Demand Gen Report cites that customers are increasingly looking for content that offers new perspectives, not just rehashed information.

How to incorporate original data or research when possible

Even small-scale original research can make your content stand out. A few ways to conduct research:

  • Survey your audience or network: Collect data on a topic relevant to your niche via a poll or survey, and share the findings.
  • Conduct mini-experiments: If applicable to your field, document a process and its results.
  • Analyze publicly available data uniquely: Find a new way to interpret existing industry reports or statistics.

Say you’re a productivity coach, you could survey 50 fellow solopreneurs about their biggest time-wasting activities and publish the results. This becomes unique, citable data.

Refresh your approach to common topics

Many evergreen topics have been covered extensively. Your goal is to bring a fresh angle:

  • Target a more specific niche within the topic: Instead of “Content Marketing Basics,” try “Content Marketing Basics for Handmade Business Owners.”
  • Focus on a different outcome or benefit: If most articles on “time management” focus on productivity, perhaps yours could focus on how it reduces stress for solopreneurs.
  • Use a unique format: Could you present the information as an interactive quiz, a detailed checklist, or a series of short videos embedded in the post?

By finding those content gaps and injecting your unique value, your evergreen content will not only rank but also resonate deeply with your audience, building your authority. Now, let’s explore a powerful platform to amplify that authority: LinkedIn.

Why LinkedIn Should Be Part of Your Evergreen Strategy

Source: Sprout Social

You’ve crafted some fantastic evergreen blog content for your website. But did you know that LinkedIn can be a powerful ally in your content strategy, especially for solopreneurs? It’s more than just a professional networking site.

LinkedIn’s SEO advantages for solopreneurs with new websites

LinkedIn is a massive website with very high domain authority (DA). This means content published there often gets indexed by Google quickly and can rank well in search results, sometimes even outranking content on newer, less authoritative personal blogs.

  • Benefit: If your own website is new and still building its SEO strength, publishing evergreen articles on LinkedIn can give your ideas visibility in search results much faster. This is a great way to drive organic traffic indirectly.
  • Case study: Many solopreneurs report that their LinkedIn articles appear in Google searches for their name or key topics they write about, often within days of publishing.

LinkedIn articles often rank faster than new blog content

Source: Oryn

As mentioned, LinkedIn’s authority helps its content get noticed by search engines quickly. Your brand-new blog might take weeks or months to get similar traction for a competitive keyword.

Think of LinkedIn articles as a way to “test” the ranking potential of certain evergreen topics or to gain initial visibility while your website’s SEO builds.

The unique algorithm benefits LinkedIn provides for individual creators

LinkedIn encourages creators to publish content directly on its platform. Its algorithm tends to favor native content, including articles.

  • Engagement signals: When your connections and followers engage with your LinkedIn article (by likes, comments, and shares), it signals to the algorithm that your content is valuable, potentially increasing its reach within the LinkedIn ecosystem.
  • LinkedIn’s “Creator Mode“: LinkedIn’s push for more original content means that individuals who consistently publish quality material, like evergreen thought leadership content, can see increased visibility on the platform.

Statistics showing LinkedIn’s content reach compared to personal blogs

While direct comparison stats are tricky and vary widely, LinkedIn offers a built-in audience.

  • Built-in network: When you publish an article, your connections are often notified, providing an immediate potential readership that a brand-new blog post might struggle to achieve without promotion.
  • Reach potential: According to data from Sprout Social (2023), LinkedIn is a top platform for B2B marketers, and well-crafted content can achieve significant organic reach among professionals, your likely target audience as a solopreneur. While your blog aims for global search reach, LinkedIn offers targeted professional reach.

Using LinkedIn as part of your evergreen content strategy doesn’t mean abandoning your blog. It’s about smart repurposing and leveraging LinkedIn’s strengths.

Anything can happen to a social media platform, but the content on your website is yours. So, how do you take your amazing blog posts and make them shine on LinkedIn?

Repurposing Evergreen Blog Content for LinkedIn Success

Source: Styled Stock Society

When you’ve got valuable evergreen blog posts on your website, don’t let them just sit there! Repurposing that content as LinkedIn articles can expand your reach and reinforce your expertise. Here’s how to adapt your content effectively.

Step-by-step process for adapting blog posts to LinkedIn articles

It’s not just a copy-paste job from your blog to LinkedIn—you need to tailor it.

  1. Choose the right posts: Select evergreen blog posts that are highly relevant to a professional audience, and align them with your LinkedIn personal branding.
  2. Condense and refocus: LinkedIn articles are often best when a bit shorter and more direct than a comprehensive blog post. Focus on the key takeaways or one core idea from your original post.
  3. Rewrite the introduction: Hook the LinkedIn reader immediately by addressing a pain point or a professional aspiration relevant to them.
  4. Adjust the body of the article: Keep paragraphs short. Use bullet points or numbered lists for readability.
  5. Craft a LinkedIn-specific call to action (CTA): What do you want LinkedIn readers to do? Comment with their experiences? Connect with you? Visit your website for a related resource?

How to modify content structure for LinkedIn’s specific format

LinkedIn’s article editor has its own nuances:

  • Shorter paragraphs: Use for 2 to 4 sentences per paragraph on LinkedIn. This improves scannability on both desktop and mobile.
  • Use LinkedIn’s formatting: Add bolding, italics, blockquotes, and bullet points to break up text and highlight key information.
  • Consider “native” feel: Even though this isn’t an original article only for LinkedIn, make it feel like it was written for LinkedIn. This might mean a slightly more direct or professionally conversational tone.
  • Link back to your site: Create your own backlink for SEO by including a hyperlink to the article back to the original blog post on your website

For example, a 3,000-word “ultimate guide” blog post could be broken down into two or three focused LinkedIn articles, each tackling a specific sub-topic from the original guide. Or you could just use a portion of the blog to make an abridged version for LinkedIn.

Tips for creating LinkedIn-specific headlines that gain traction

Headlines are crucial on LinkedIn. They need to stop the scroll.

  • Lead with a benefit: “How Solopreneurs Can Triple Their Leads with Evergreen Content” is stronger than just “Evergreen Content Guide.”
  • Use numbers and keywords: Similar to blog headlines, but ensure the keywords resonate with a professional searcher on LinkedIn.
  • Intrigue or urgency: “The One Evergreen Content Mistake Most Solopreneurs Make.”

LinkedIn’s own publishing guidelines often emphasize the importance of clear, compelling headlines that promise value to the reader.

Ways to enhance engagement through LinkedIn-specific features

LinkedIn isn’t just a publishing platform, it’s a social one. So don’t just post and run:

  • Ask questions: End your article with a question (as a CTA) to encourage comments and discussions.
  • Tag relevant people/companies as appropriate: If you mention a tool or an influencer respectfully, tagging them might increase visibility.
  • Share your article as a post: After publishing the article, create a separate LinkedIn post linking to it, adding some personal commentary or a key takeaway to encourage clicks and engagement.
  • Engage with comments: Respond to comments on your article to keep the conversation going and show you’re active.

Repurposing your evergreen content for your LinkedIn content strategy extends its life and impact, helping you build authority and drive traffic from multiple sources.

Of course, even “evergreen” content needs a little care over time.

Maintaining and Refreshing Your Evergreen Content

The beauty of evergreen content is its longevity. But “long-lasting” doesn’t mean “set it and forget it forever.” To keep your best pieces performing well and staying truly relevant, occasional maintenance is key.

How often to review and update evergreen posts

Source: Styled Stock Society

There’s no single magic number, but a good rule of thumb is to review your top-performing evergreen content at least once a year. For other pieces, every 18 to 24 months may be sufficient.

Also, set up Google alerts or regularly check if there’s been a significant industry change, a new major tool released, or if you notice a dip in traffic to a previously popular post.

According to Orbit Media Studios, bloggers who update older content are significantly more likely to report “strong results” from their content marketing.

Signs that your content needs refreshing

Source: Zeal Digital

Keep an eye out for these tell-tale signs:

  • Declining organic traffic: If a post that used to bring in steady visitors is slipping, it might be losing relevance or getting outranked.
  • Outdated information or statistics: Facts, figures, or examples that are clearly from years ago.
  • Broken links: Links to external resources or even internal pages that no longer work.
  • New, better competitor content: If others have published more comprehensive or up-to-date articles on the same topic.
  • Changes in your own offerings: If your services or products have evolved, your content should reflect that.

Simple updates that can boost existing content performance

Source: Styled Stock Society

Refreshing doesn’t always mean a complete rewrite. Often, small changes can make a big difference.

  • Update statistics and dates: Swap out old data for the latest available numbers.
  • Add new examples or case studies: Keep your illustrations fresh.
  • Improve readability: Break up long paragraphs, add more subheadings, or create bullet points.
  • Enhance visuals: Add new images, update screenshots, or create a simple infographic.
  • Expand a section: If a particular subtopic has gained more importance, add more detail.
  • Internal linking: Add links to newer relevant content on your site, and ensure older posts link to this refreshed piece. This helps with content with long-term value.

Tools to track content performance over time

Dashboard upward trending report

You need data to know what’s working and what needs attention.

  • Google Analytics: Track page views, bounce rate, time on page, and traffic sources for each blog post.
  • Google Search Console: See which keywords your posts are ranking for, their click-through rates, and any crawl errors.
  • SEO software (Semrush, Ahrefs, Moz): Monitor your positions for target keywords using their rank tracking features.

When you review and refresh your evergreen content regularly, you ensure it continues to be a valuable asset for your solopreneur business, driving organic traffic and reinforcing your authority for years to come. This commitment to content refresh strategies is vital. (And of course, I’m available to help with that!)

Now, how do you fit this all into your busy schedule?

Creating a Content Calendar That Balances Evergreen and Timely Content

Source: Styled Stock Society

As a solopreneur, your time is precious. A content calendar is essential to manage your content creation effectively, and ensure you consistently publish valuable pieces without feeling overwhelmed. It also helps you balance foundational evergreen articles with more timely posts.

Ideal ratio of evergreen to timely content for solopreneurs

Source: Breeze

While it varies by industry and audience, a good starting point for many solopreneurs is an 80/20 rule of 80% evergreen content and 20% timely content.

Evergreen content provides a stable foundation for traffic and authority. Timely content (like industry news commentary, responses to current trends, or seasonal promotions) can create buzz and show you’re current, but its value fades faster.

This ratio isn’t set in stone. If a major industry event happens, you might temporarily shift to more timely content. The key is having a strategic content planning approach.

Planning techniques for consistent content creation

Consistency is more important than frequency when creating content, especially when you’re just starting. A few ideas to help keep you stay consistent:

  • Theme months or quarters: Focus your content around a specific theme for one time period such as a month or a quarter.

    This can make brainstorming evergreen blog ideas easier and create a cohesive experience for your audience. For example, one quarter could focus on “Productivity for Solopreneurs,” with various how-to guides, resource lists, and FAQ posts on that theme.
  • Pillar content and topic clusters: Create a large, comprehensive evergreen “pillar post” on a broad topic, then create several smaller “cluster” posts that delve into specific subtopics, all linking back to the pillar post. This is great for SEO and provides a wealth of content ideas.

How to batch-create evergreen content efficiently

Source: Styled Stock Society

Batching in this context means dedicating blocks of time to specific stages of content creation. This can significantly boost your productivity.

  1. Brainstorming and outlining: Dedicate a few hours to brainstorm a list of evergreen topics and create rough outlines for several posts at once.
  2. Research and writing: Set aside dedicated days for writing multiple first drafts.
  3. Editing and visuals: Another block of time for editing those drafts, creating or sourcing images, and optimizing for SEO.

You could spend one Monday morning per month outlining four evergreen posts, then write one post each following Monday. This DIY content marketing approach makes the task less daunting.

Tips for managing content creation alongside other business tasks

Content creation is just one hat you wear as a solopreneur.

  • Time blocking: Schedule specific, non-negotiable time slots in your week for content creation, just like you would for client work.
  • Use a simple content calendar tool: Google Calendar, Trello, Asana, or even a spreadsheet can work. The goal is to have a visual plan.
  • Don’t aim for perfection immediately: Get the core ideas down. You can always refine and update later.
  • Repurpose aggressively: One evergreen blog post can become several social media updates, key points for a YouTube video, a LinkedIn article, and even part of an email newsletter. This maximizes your effort.

By strategically planning and batching your work, you can build a rich library of evergreen blog content without burning out. This content marketing approach is sustainable, supports long-term website traffic growth, and establishes you as a go-to expert.

Your Path to Lasting Online Presence

As a solopreneur, you need marketing strategies that work smarter, not harder. Evergreen blog content offers exactly that. It consistently attracts your ideal audience, builds your credibility, and generates leads long after you’ve hit the publish button. Think of it as building a valuable library of resources that works for your business around the clock.

Investing time in writing in high-quality, well-researched evergreen pieces has significant long-term traffic and authority benefits. These posts become foundational assets for your online presence, driving organic traffic and positioning you as a knowledgeable leader in your field. The effort you put in today continues to pay dividends for months—even years—creating a more stable and predictable flow of visitors to your website.

Source: Styled Stock Society

If you feel overwhelmed about where to start, begin with just one high-quality evergreen blog post that addresses a core need or question for your audience. Once it’s live on your blog, take the next step and repurpose its key insights into a LinkedIn article to expand its reach.

Your challenge this week? Start planning your evergreen content strategy. Identify some evergreen blog topics you can develop. You’ve got the knowledge; it’s time to share it in a way that brings enduring value to both your audience and your solo business.

References

2023 B2B Content Preferences Survey Report: Personalized, Data-Backed Content Enables B2B Teams to Fast Track Buyer Enablement, Speed Up Path to Purchase. (2023). Demand Gen Report. Retrieved from https://www1.demandgenreport.com/2023-content-preferences-survey-report-0323-dd/

Barnhart, B. (2025). Mastering LinkedIn content marketing: Strategies and examples. Sprout Social. Retrieved from https://sproutsocial.com/insights/linkedin-content-marketing

Creator update: New and improved tools now available. (2022). LinkedIn Pulse. Retrieved friom https://www.linkedin.com/pulse/creator-update-new-improved-tools-now-available-li4c/

Dean, B. (2019). We Analyzed 912 Million Blog Posts. Here’s What We Learned About Content Marketing. Backlinko. Retrieved from https://backlinko.com/content-study

Morkes, J & Nielsen, J. (1997). Concise, SCANNABLE, and Objective: How to Write for the Web. Nielsen Norman Group. Retrieved from https://www.nngroup.com/articles/concise-scannable-and-objective-how-to-write-for-the-web/

Parsons, J. (2024). Business Blogging vs LinkedIn Articles: Which is Better? Retrieved from https://www.contentpowered.com/blog/blogging-linkedin-articles-better/

Pros and Cons of Posting Articles on LinkedIn Instead of Your Blog. (2024). MeetEdgar. Retrieved from https://meetedgar.com/blog/pros-and-cons-of-posting-articles-on-linkedin-instead-of-your-blog

SERP Features: FAQ. (n.d.). Semrush. Retrieved from https://www.semrush.com/kb/1326-serp-features-faq

Soulo, T. (2021). Long-tail Keywords: What They Are and How to Get Search Traffic From Them. Ahrefs. Retrieved from https://ahrefs.com/blog/long-tail-keywords/

Stox, P. (2025). How Long Does It Take to Rank in Google? And How Old Are Top Ranking Pages? Ahrefs. Retrieved from https://ahrefs.com/blog/how-long-does-it-take-to-rank-in-google-and-how-old-are-top-ranking-pages/

The 2025 Sprout Social Index Edition XX. (2025). Sprout Social. Retrieved from https://sproutsocial.com/insights/index/

Online Research for Solopreneurs, Bloggers and Content Creators

Online Research for Solopreneurs, Bloggers and Content Creators

by Ree SEO UX

Finding the right information when writing blog posts is a major challenge for many solopreneurs. According to the 11th Annual Blogger Survey by Orbit Media, blog posts with quotes and statistics have better traffic and engagement than those with just images.

And that requires thorough online research.

Good research helps you create content that stands out in a crowded online space. So let’s go through the practical ways to research for a blog post or other content, including how to:

  • Find reliable information quickly,
  • Organize your findings, and
  • Turn your research into engaging content your audience will value.

Contents

Why Good Research Matters for Your Blog

How quality research builds your credibility with readers

When you publish a blog post, you’re asking readers to trust your expertise. But in general, blogs aren’t considered credible sources by academic standards.

Why? Because unlike academic publications, blogs typically don’t go through rigorous peer review or fact-checking processes. This is why thorough research matters so much.

Quality research helps bridge this credibility gap. When readers see that you’ve backed up your claims with data, expert opinions, and reliable sources, they’re more likely to trust what you have to say.

63% of readers consider blogs with multiple authors to be more credible than one single source. This suggests that diverse perspectives and expertise from good research directly impact how trustworthy your audience finds your content.

Think about it–would you trust health advice from someone just sharing personal opinions, or from someone who quotes medical studies and expert physicians?

The connection between well-researched content and better search rankings

Search engines like Google are constantly improving their ability to identify and reward quality content. Did you know that simply having a blog increases your chances of ranking higher in search results by 434%? Now imagine what happens when that blog is backed by well-researched, accurate content.

When you research thoroughly, you naturally:

These factors show search engines your content is valuable.

Well-researched content also tends to earn more backlinks from other reputable websites, which remains one of the strongest SEO ranking factors. When other site owners see you’ve done your homework, they’re more likely to link to your content as a reliable resource.

Fact-checking prevents mistakes that hurt your reputation

Making factual errors in your content can quickly damage the reputation you’ve worked so hard to build, and you may lose credibility. This is easy to do if you rely on AI tools like ChatGPT and others to write your content without verifying its accuracy.

This is particularly critical in industries where incorrect information could have serious consequences. For health, finance, or legal topics, mistakes aren’t just embarrassing–they could potentially harm your readers. Even in less sensitive niches, factual errors signal carelessness and make readers question everything else you publish.

Fact-checking is a great way to avoid mistakes and build a foundation of trust with your audience that keeps them coming back for more of your content.

How research helps you find unique angles others miss

With over 7.5 million blog posts published every day, standing out requires more than just good writing-it requires fresh perspectives. Thorough research helps you discover angles and insights other content creators miss.

When you dig deeper into a topic than your competitors, you’ll uncover statistics, case studies, and expert opinions that aren’t featured in every other article on the same subject. This gives your readers a reason to choose your content over the countless other options available to them.

Research also helps you identify content gaps–questions your audience is asking that existing content doesn’t answer. By addressing them, you position yourself as a go-to resource in your niche.

Essential Online Research Tools for Solopreneurs

Free and paid search tools beyond basic Google searches

Google is just the tip of the iceberg when it comes to online research. As a savvy solopreneur, you’ll want to expand your toolkit to include specialized search engines that can uncover insights you’d miss otherwise:

  • Google Scholar gives you access to academic papers and citations without university credentials.
  • Google Trends shows you how search interest in topics changes over time, helping you identify trending subjects within your niche.

For market research:

  • Ahrefs, Keysearch, and SEMrush are excellent tools for keyword research.
  • BuzzSumo has a content analyzer that can help you evaluate which types of content perform best in your industry.

These tools let you see which topics get the most engagement, what questions your audience is asking, and how your competitors are approaching similar content.

Free alternatives:

  • DuckDuckGo for privacy-focused searches that aren’t influenced by your previous search history, or use
  • Million Short to discover sources that typically don’t rank on the first few pages of Google.

Scribendi and university sites have many more free research databases to choose from.

Academic databases you can access without university credentials

You don’t need a university email address to access quality research. Several academic and scientific databases offer free or partial access to journal articles and research papers:

  • JSTOR offers free read-only access to a limited number of articles each month.
  • PubMed provides free access to medical research abstracts and some articles.
  • ScienceDirect and ResearchGate often include free full-text versions of health-related research and scientific papers.
  • Mendeley, which I rely on most, is a database of scholarly journals. Pop in your topic and sort the results by year and access level (some are Open Access, so they’re free for everyone).
  • Google Scholar, mentioned earlier, indexes scholarly literature across disciplines and often links to free PDF versions of papers when they’re available through university repositories.

For industry reports, check if your local public library offers access to premium databases like EBSCO or LexisNexis. Many public libraries provide these resources to cardholders at no additional cost.

Compare different databases so you can spend time where you’re more likely to find the info you need.

Browser extensions that make research faster and more organized

Source: Robots.net

The right browser extensions can transform how efficiently you conduct research. However, choose carefully. In 2024, Georgia Tech found that thousands of browser extensions pose significant privacy risks by extracting sensitive user data from web pages.

Safe, helpful research extensions (with free and paid tiers) include:

  • Zotero Connector: Saves articles, web pages, and PDFs to your Zotero library with a single click
  • Grammarly and Quillbot: Checks your writing for clarity and accuracy as you work
  • Evernote Web Clipper: Saves articles and web pages to your Evernote account
  • Hypothesis: Allows you to annotate web pages and save your notes

These tools help you collect and organize information as you find it, streamlining your research process and ensuring you don’t lose valuable sources.

Digital note-taking systems

The best research system is one you’ll actually use consistently. For busy content creators, simplicity and accessibility are key.

Consider using one of these notes tools:

  • Notion: Combines notes, databases, and project management in one flexible workspace. (I’ve used this tool for free since inception and I love it!)
  • Roam Research: Uses a networked note-taking approach that connects related concepts
  • Obsidian: Creates a personal knowledge base with linked notes stored locally on your computer
  • Evernote or OneNote: Offers straightforward note organization with robust search capabilities

Whatever system you choose, es

Establish a consistent method for tagging sources, organizing notes by topic, and connecting related ideas. This makes it much easier to transform your research into cohesive content later.

Finding Reliable Sources Online

How to tell if a website is trustworthy

Not all information online is created equal. When evaluating a website’s credibility, start by checking its URL-one of the quickest ways to judge a site’s reliability.

Government websites (.gov), educational institutions (.edu), and established organizations (.org) tend to provide more trustworthy information, though this isn’t a guarantee. Commercial websites (.com) vary widely in credibility depending on their reputation and transparency.

Beyond the URL, look for:

  • Author credentials and expertise in the subject matter
  • Publication date (especially important for time-sensitive topics)
  • Citations and references to back up claims
  • Professional design and absence of excessive ads
  • Editorial standards and review processes

Blogs written by recognized experts in their field and backed by solid references can also provide valuable information, but you must still do your due diligence.

Techniques to verify facts across multiple sources

Information from multiple independent sources is generally more reliable than claims from a single source. This principle, known as corroboration, is fundamental to quality research.

Source: UC San Diego

When you find an interesting fact or statistic, take these steps to verify it:

  1. Trace it to the primary source whenever possible.
  2. Check if multiple reputable sources report the same information.
  3. Look for consensus among experts in the field.
  4. Be wary of claims that only appear on one website.
  5. Consider whether the information aligns with established knowledge in the field.

For example, if you find a surprising statistic about blogging engagement, check whether it comes from a reputable marketing research firm and whether other industry reports mention similar findings.

Industry-specific resources worth bookmarking

Different industries have their own gold-standard sources. Building a collection of reliable, industry-specific resources saves time and improves the quality of your research.

For digital marketing:

  • Google‘s official blogs and research publications
  • Hubspot‘s research reports
  • Content Marketing Institute‘s annual benchmarks and trends

For health and wellness:

  • PubMed for peer-reviewed medical research
  • Mayo Clinic and Cleveland Clinic websites
  • National Institutes of Health (NIH) resources

For technology:

  • IEEE publications
  • Tech company research papers (Google, Microsoft, etc.)
  • MIT Technology Review

Create your own curated list of trustworthy sources in your niche, and you’ll always have a solid starting point for research.

How to reach out to experts for quotes

Sometimes the best research comes directly from subject matter experts. Don’t be afraid to reach out to them via LinkedIn, their website (or wherever you find them online), to get quotes that can elevate your content.

When approaching experts:

  1. Do your homework first-research their background and previous statements.
  2. Craft specific, thoughtful questions that respect their time.
  3. Explain clearly how their input will be used.
  4. Give them a reasonable deadline.
  5. Offer to share the published piece with them.

Expert quotes add credibility and bring fresh perspectives to your content. They can provide insights that aren’t available through published sources alone.

Research Organization Strategies

Simple systems to track your sources and notes

The average blog post takes about 4 hours to write, but disorganized research can double that time. A little organization upfront saves significant time when crafting your content.

Source: QuillBot (formerly Lumen Learning)

The simplest approach is to create a dedicated document or spreadsheet for each content project with:

  • Source URLs and access dates
  • Key quotes (with page numbers for longer documents)
  • Your own notes and insights
  • Tags or categories to group related information

For visual thinkers, mind-mapping tools like MindMeister or XMind can help organize information spatially, showing connections between different concepts and sources.

Organizing your research from the beginning of your content planning will prevent confusion and frustration later when you’re writing.

How to create research templates you can reuse

Why reinvent the wheel for each new article? Create templates to streamline your research process:

  1. Source evaluation template: Fields for URL, author credentials, publication date, and your assessment of credibility.
  2. Content research brief: List of questions your article needs to answer, competitor articles to review, and target keywords.
  3. Fact-checking checklist: Standard verification steps for different types of claims.

These templates ensure consistency in your research approach and help you avoid missing critical steps when you’re in a rush.

Tools to save and organize your findings

Besides note-taking systems, here are more specialized tools to manage your research workflow:

  • Pocket: Save articles to read later (even offline).
  • Feedly: Track new content from your favorite sources.
  • Diigo: Highlight and annotate web pages, then organize with tags.
  • ReadCube Papers: Manage a list of scholarly articles and references.

Choose tools that integrate well with your existing workflow, instead of forcing yourself to adapt to complicated new systems.

Tips to avoid information overload

With so much information available, it’s easy to get overwhelmed. Set clear boundaries for your research:

  1. Define specific questions you need to answer.
  2. Set a time limit for initial research.
  3. Stop collecting new sources once you have 3 to 5 solid references for each major point.
  4. Schedule breaks to process what you’ve learned.

Perfectionism in research can lead to analysis paralysis. At some point, you need to start writing with the information you have.

Turning Research into Engaging Content

Techniques to weave facts and data into compelling stories

Data without context is just numbers. To make research engaging, you need to tell a story with data that will resonate with your audience.

You can think of data storytelling as “the ability to effectively communicate insights from a dataset using narratives and visualizations.” This approach makes complex information accessible and memorable.

Source: Springboard

Try these techniques:

  • Open with a surprising statistic that challenges assumptions to hook your audience.
  • Use real examples that illustrate the data in action.
  • Connect numbers to real-life implications for your audience.
  • Compare statistics to familiar concepts for better understanding.

For example, when using data in a story, instead of giving a stat like “71% of B2B buyers consume blog content during their buyer journey,” you could say: “Nearly three out of four B2B buyers will read blog content before deciding to purchase from you. That’s why your blog isn’t just nice to have–it’s an essential part of your sales funnel.”

Changing the perspective from 71% to “3 out of 4” paints a clearer picture for your readers and makes the story more engaging.

How to use research to create helpful visuals and graphics

Visual content helps readers digest complex information quickly. Use your research to create:

  • Charts and graphs showing key statistics.
  • Comparison tables highlighting differences between options.
  • Infographics summarizing multi-step processes.
  • Timeline graphics showing historical developments.

Keep visuals simple and focused on one main insight. The average reader spends just 52 seconds reading a blog post, so your visuals need to communicate clearly at a glance. It’s easy to do this in tools like Canva with templates where you can just plug in the info, or AI tools like Canva AI or Google’s ImageFX where you can enter a prompt to generate the image.

When creating data visualizations, always cite your sources directly on the graphic to maintain credibility when the image is shared separately from your article.

Ways to present complex information in simple terms

Source: Hemingway App

The best research-based content makes complex topics accessible without dumbing them down. With the average blog post now about 1,400 words, you need strategies to keep readers engaged throughout. You can:

  • Break down complex concepts into step-by-step explanations.
  • Use analogies that connect new ideas to familiar concepts.
  • Define technical terms using plain language.
  • Provide real-world examples that illustrate abstract concepts.

Try writing or editing to a 7th- or 8th-grade reading level by using shorter sentences, familiar words, and clear explanations. This doesn’t mean talking down to your audience-it means making your content accessible to more readers. Tools like Hemingway (pictured above) and Readable can help you gauge the reading level of your content.

Tips for citing sources properly without breaking your writing flow

Source: Examples.com

Citations build credibility but can interrupt your narrative if you don’t integrate them smoothly. Here’s how:

  • Mention the source naturally within your sentence: “According to a 2025 report from OptinMonster, blog posts with odd-numbered headlines perform better than even-numbered ones”
  • Use hyperlinks for online sources without cluttering text with URLs. (You can also shorten a sentence like the example above and simply hyperlink to the source.)
  • Save detailed citations for a resources section at the end of longer content (like all my blogs do).
  • When directly quoting, integrate brief quotes into your own sentences.

Proper attribution protects you legally and ethically, while building reader trust.

Common Research Mistakes to Avoid

Using outdated or inaccurate information

Not all published information is accurate or current. You can spot and avoid spreading misinformation with these steps:

  • Check publication dates – information from before 2020 may be outdated in fast-changing fields.
  • Be skeptical of claims that seem too good to be true, and verify them with primary sources (the original source of the information).
  • Look for signs of bias, such as one-sided presentations of issues.
  • Verify statistical claims by checking the research methods and sample sizes used.
  • Cross-reference information across multiple reliable sources.

Periodically audit your website for outdated and stale content. And when researching online, approach the info with healthy skepticism.

Relying on a single source

Multiple independent sources saying the same thing greatly increases reliability, but you still need to verify the info with a primary source.

Source: Inspired Pencil

If you notice a blog or article references other research, check it—it may be the primary (original) source.

Relying on just one source weakens your content, and can create several problems:

  • You risk perpetuating any errors or biases in that source
  • You miss important perspectives that could enrich your content
  • Your article appears less thoroughly researched, and less credible.
  • You become vulnerable if that source is later discredited

Think of corroboration as insurance for your content’s credibility. When multiple experts or studies point to the same conclusion, you can cite it with greater confidence.

Spending too much time researching

Research is important, but it shouldn’t become a form of procrastination. Here are signs you’ve fallen into a research rabbit hole:

  • You keep finding “just one more” source before you start writing
  • You’re collecting information on tangential topics not central to your article
  • Your notes are becoming disorganized or overwhelming
  • You’ve spent more than twice your planned research time

The average blog post takes about 4 hours to write. If your research takes longer than your writing, you may need to set clearer boundaries.

Confirming your own biases

Source: The Decision Lab

We tend to seek out information that confirms what we already believe. This confirmation bias can seriously undermine your research quality if you’re not careful, since objectivity is key in research analysis.

To counter this natural tendency:

  • Look for sources that challenge your assumptions.
  • Pay attention to nuances and limitations mentioned in studies.
  • Include counterarguments in your content when appropriate.
  • Ask others to review your research for potential blind spots.

Key Takeaways

Thorough, effective online research gives you the edge needed to create truly valuable content for your readers. It’s a skill that gets better with practice.

By using the right tools, finding trustworthy sources, and organizing your findings well, you’ll create content that truly helps your audience and earns their trust. And in today’s information-saturated world, that trust is the most valuable currency you can earn.

Good research requires a focused effort that leads to better content. Start applying these research methods to your next blog post, and you’ll notice the difference in both quality and the time you save. Which research method will you try first?

References

21 Legit Research Databases for Free Journal Articles in 2024. (2024). Scribendi. Retrieved from https://www.scribendi.com/academy/articles/free_online_journal_and_research_databases.en.html

23 Research Databases for Professional And Academic Use. (2025). Indeed. Retrieved from https://www.indeed.com/career-advice/career-development/research-databases

Barzler, C. (2024). Study Finds Thousands of Browser Extensions Compromise User Data. Georgia Tech. Retrieved from https://news.gatech.edu/news/2024/09/17/study-finds-thousands-browser-extensions-compromise-user-data

CCE: Types of Sources. (n.d.) The Library at UC San Diego. Retrieved from https://ucsd.libguides.com/CCE/source-types

Cheung, C. (2025). Are Blogs Reliable Sources? Understanding Their Credibility. Jenni. Retrieved from https://jenni.ai/blog/blog-credible-source

Cote, C. (2021). Data Storytelling: How to Effectively Tell a Story with Data. Harvard Business School Online. Retrieved from https://online.hbs.edu/blog/post/data-storytelling

Crestodina, A. (2024). 2024 Blogging Statistics: 11 Years of Trends and Insights from 1000+ Bloggers. Orbit Media Studios. Retrieved from https://www.orbitmedia.com/blog/blogging-statistics/

Does fact-checking actually work? A critical review. (2020). Deutsche Welle. Retrieved from https://akademie.dw.com/en/is-fact-checking-effective-a-critical-review-of-what-works-and-what-doesnt/a-55248257

Edem, O. O. (2024). SME content: How to source expert quotes (without conducting any interviews). Smarketers Hub. Retrieved from https://www.smarketershub.com/blog/how-to-source-expert-quotes

Edwards, K. A. (2018). Expert Express: How to Find and Leverage Experts When Ariting Articles. Writer’s Digest. Retrieved from https://www.writersdigest.com/write-better-nonfiction/how-to-find-experts-for-writing-articles

Evaluating Sources. (2022). Wingspan: Center for Learning and Writing Support at The University of Kansas. Retrieved from https://writing.ku.edu/evaluating-websites

Evaluating Web Sources. (n.d.). Harvard University. Retrieved from https://usingsources.fas.harvard.edu/evaluating-web-sources-0

Free Databases (all subjects). (n.d.). University Library at California State University Long Beach. Retrieved from https://csulb.libguides.com/freedatabases

Haskins, J. (n.d.). Data Storytelling: The Marriage of Science & Art. Neil Patel by NP Digital. Retrieved from https://neilpatel.com/blog/data-storytelling/

Identifying and Removing Outdated Content and Webpages. (n.d.). SuiteJar. Retrieved from https://suitejar.com/blog/identify-remove-outdated-content/

Kaanders, P., Sepulveda, P., Folke, T., Ortoleva, P., & Martino, B. D. (2022). Humans actively sample evidence to support prior beliefs. ELife, 11, e71768. https://doi.org/10.7554/eLife.71768

Lindow, C. (2024). Seven Steps to Avoid Information Overload. Evolve. Retrieved from https://evolve-success.com/seven-steps-to-avoid-information-overload/

Morris, S. Fact-checking sources in the digital age – top tips and techniques. (2024). SageCampus. Retrieved from https://campus.sagepub.com/blog/fact-checking-sources-in-the-digital-age-top-tips-and-techniques

Organizing your research. (n.d.). Nevada University Libraries. Retrieved from https://library.unr.edu/help/quick-how-tos/evaluating-sources/organizing-your-research

Pilat, D. & Krastev, S. (n.d.). Why do we favor our existing beliefs? The Decision Lab. Retrieved from https://thedecisionlab.com/biases/confirmation-bias

Reference Management. (n.d.). Lane Medical Library at Stanford Medicine. Retrieved from https://laneguides.stanford.edu/reference-management

Taheer, F. (2025). Ultimate List of Blogging Statistics and Facts (Updated for 2025). Optinmonster. Retrieved from https://optinmonster.com/blogging-statistics/

Tsai, SJ. (2024). 28 Best Academic Search Engines That Make Your Research Easier. SCI Journal. Retrieved from https://www.scijournal.org/articles/academic-search-engines

von Aulock, I. (2024). How to properly cite sources and quotes in your content [7 Easy Steps]. Penfriend.ai. Retrieved from https://penfriend.ai/blog/how-to-cite-sources-quotes-in-content

What Are the 7 Ways on Evaluating a Website? (2024). Bliss Drive. Retrieved from https://www.blissdrive.com/web-development/what-are-the-7-ways-on-evaluating-a-website/

Which reference manager?: Comparison of EndNote, Mendeley and Zotero. (2023). AUT Library & Learning Services. Retrieved from https://aut.ac.nz.libguides.com/managingreferences

7 Ways to Hook Readers with Long-Form Blog Posts

7 Ways to Hook Readers with Long-Form Blog Posts

by Ree Copywriting SEO UX

You pour your heart and soul into writing. You research, you draft, you edit. But does your content actually connect with people online? Do they stick around to read what you have to say?

Just writing well isn’t enough. You need a strategy that understands how people read online and what makes them stay. You want to hold their attention, build trust, and guide your reader toward a goal like learning something new, signing up for your list, or buying a product.

This article is your guide to doing just that. We’ll explore the science of online reading, break down proven structures, show you how to plan efficiently, and reveal simple formatting tricks that make a huge difference.

Get ready to make your long-form content impossible to ignore. Let’s dive in to how you can structure blog posts that keep readers glued to your page (“sticky”), and make your content work harder for you.

Contents

The Psychology Behind Reader Engagement

Website slowly loading in progress while person is asleep at desk waiting

Why do some articles feel effortless to read, while others make your eyes glaze over after two sentences? It’s because of human psychology. Before you can write content they’ll actually read, you have to understand how people interact with text online.

How human attention spans work online (and why traditional writing methods fail)

Source: Styled Stock Society

We’re bombarded with information from every direction–notifications ping, new tabs open, and there’s always another headline with every click and scroll. This fast-paced knowledge dump has changed how we consume content.

The average human attention span online keeps getting shorter and shorter. Stats vary depending on the research, but most say that your audience will take just a few seconds to decide if your content is worth their time. This means you have a tiny window to prove your value.

Traditional writing with long paragraphs and slow build-up often fails online because it doesn’t cater to the need for quick scanning and immediate value. People aren’t settling in to read content with a cup of tea; they’re often scanning on a phone while juggling other tasks.

Think of your own habits. When you land on a page, do you read every single word from the start? You probably just scan headings, bold text, bullet points, and the first sentences of paragraphs to get the gist. And if it looks like too much work, or you don’t quickly find something interesting, you move on.

Your readers do the same thing.

The impact of visual hierarchy on reading patterns

Diagram showing how to track eye movements in an F- or Z-pattern

Visual hierarchy is about arranging elements on your page so the most important information stands out. It guides the reader’s eye naturally.

Online, this is crucial because people scan in patterns, often following an “F” shape or “Z” shape on the page. They look at the top area, scan horizontally, then drop down slightly and scan horizontally again, and finally scan vertically down the left side.

When you use visual hierarchy well, you make your content scannable. This includes using:

  • Clear headings and subheadings: These act as signposts, breaking up the text and telling readers what each section is about.
  • Short paragraphs: Large blocks of text are off-putting online.
  • Bullet points and numbered lists: These make information easy to digest quickly.
  • Bold text: Highlights key phrases and ideas.
  • Images and white space: Break up text and make the page less visually overwhelming.

When you structure your page visually, you help readers find the information they need quickly, which encourages them to stay longer and maybe even read more deeply. Research shows that good visual hierarchy can significantly increase the time users spend on a page, and keeps them engaged.

Emotional triggers that keep readers invested in your content

Source: Styled Stock Society

People connect with content that makes them feel something.

Structure and formatting help readers navigate your content, but emotional triggers are what keep them mentally invested. Which emotions, and how? Try these:

  • Curiosity: Hint at what’s coming next keeps readers scrolling. Use questions, create suspense, or promise a solution to a problem where they have to open a loop.
  • Empathy: Share a relatable story or acknowledge your audience’s pain point to show you understand their struggles.
  • Hope: Offer solutions, tips, or a path to a better outcome to tap into their desire for improvement.
  • Surprise: Present unexpected facts or perspectives to grab their attention.
  • Validation: Confirm their feelings or experiences to make them feel understood and build trust.

When you tap into these emotions, you create a stronger connection. You move beyond just presenting facts and make your content resonate on a personal level. Emotional content is more likely to be shared and remembered than purely factual information.

Structure matters more than raw writing talent

House under construction

You don’t need to be a literary genius to write engaging online content, but you do need good structure.

Think of it like building a house. You can use the most beautiful bricks, but if the foundation and framework are weak, the house won’t stand.

Content structure provides that framework. It organizes your ideas logically, guides the reader smoothly from one point to the next, and makes your content easy to follow.

On the other hand, even brilliant writing can be lost in a wall of text without clear headings, short paragraphs, and a logical flow. Online readers value clarity and accessibility over elaborate prose.

Analytics data shows content structure (use of headings, lists, etc.) directly impacts metrics like average time on page and bounce rate.

Good content structure keeps people reading. Different structures serve different purposes and appeal to readers in unique ways, so let’s go over 7 proven structures that can keep their attention.

7 Types of Blog Posts That Keep Readers Hooked

Choosing the right structure for your blog post can make a huge difference in how well it performs. Instead of just writing whatever comes to mind, select a framework that best suits your topic and your goal:

  1. The problem-solution framework for practical topics
  2. How-to guides with clear step-by-step instructions
  3. List-based articles that deliver scannable value
  4. The storytelling method for emotional connection
  5. Comparison posts that help readers make decisions
  6. FAQ structure for addressing common pain points
  7. Case study format for demonstrating proof and results

1. The problem-solution framework for practical topics

This highly effective content structure addresses a specific issue your audience faces and offers a way to fix it. It works because it immediately connects with the reader’s pain point.

Here’s how it flows:

  1. Introduce the Problem: Start by describing the challenge, frustration, or pain point your reader is experiencing. Make sure they feel understood.
  2. Agitate the Problem: Briefly explain the negative consequences of this problem if it’s not addressed. This reinforces the need for a solution.
  3. Present the Solution: Introduce your solution – your product, service, method, or advice. Explain what it is.
  4. Explain How it Works: Detail the steps involved or the benefits of your solution.
  5. Show Proof (optional): Include a case study, testimonial, or data showing the solution’s effectiveness.
  6. Call to Action (CTA): Tell the reader what to do next.

Let’s see how you could apply this framework with a blog post about saving money:

  1. You could start by describing the stress of living paycheck to paycheck (Problem).
  2. Next, describe the inability to save for emergencies or fun things (Agitation).
  3. Then introduce budgeting as the Solution.
  4. Explain how to create a budget (How it works).
  5. Tell a story of a client who saved $5,000 in a year using this method (Proof).
  6. End by encouraging readers to download your budgeting template (Call to Action).

2. How-to guides with clear step-by-step instructions

People love learning how to do things. How-to guides are incredibly popular because they offer practical, actionable value.

Structure your how-to guide like this:

  1. Introduce the Goal: What will the reader be able to do after reading your post? State it clearly upfront.
  2. List Necessary Tools or Materials: If applicable, tell them what they’ll need.
  3. Present Step-by-Step Instructions: Break down the process into simple, numbered steps. Use clear, concise language and avoid jargon.
  4. Use Visuals: Include images or screenshots for each step whenever possible.
  5. Offer Tips or Troubleshooting: Add extra advice or address common issues they might encounter.
  6. Conclude: Briefly summarize and encourage them to try it. (You don’t need to use the word “Conclusion.”)

Say you wanted to create a guide on “How to Bake Perfect Chocolate Chip Cookies”:

  1. State that your audience will learn how to bake amazing cookies (Goal).
  2. List ingredients and tools (Materials).
  3. Provide numbered steps for mixing, baking, and so on (Steps).
  4. Include photos of each stage (Visuals).
  5. Offer tips like not overmixing (Tips).
  6. End by saying “Enjoy your cookies!” (Conclusion). It wouldn’t hurt engagement to also invite readers to share comments when they try the recipe (CTA).

“How-to” content receives high engagement, with users spending more time on pages compared to other formats, especially when steps are clearly numbered and include visuals.

3. List-based articles that deliver scannable value

Source: Styled Stock Society

Ah, the listicle. Love them or hate them, they work incredibly well online because they are inherently scannable and promise a specific amount of information. Readers know exactly what they’re getting – a list of points that are easy to scan.

Structure your listicle like this:

  1. Catchy Headline with a Number: (“7 Ways,” “10 Tools,” “25 Tips”)
  2. Brief Introduction: Explain what the list is about and why it’s valuable.
  3. Numbered Points: Each point is a subheading (usually H3 or H4).
    1. Start each point with a bold number or a brief phrase related to the point.
    2. Write a concise paragraph or two explaining the point.
    3. Include a relevant image or example for each point (optional).
  4. Conclusion: Briefly summarize or offer a final thought.

Here’s how this would flow for a listicle called “10 Time-Saving Apps for Solopreneurs”:

  1. The intro could explain why solopreneurs need time-saving tools.
  2. Then, you describe #1 App Name (explanation), #2 App Name (explanation), and so on.

List-based content is among the most shared content formats online, because they’re easy to read, share, and come back to later.

4. The storytelling method for emotional connection

Stories are powerful. They grab our attention, make information memorable, and build a deep connection with the reader. Using storytelling in your blog posts makes them relatable and engaging.

Here’s how to structure a story-driven post:

  1. Setup: Introduce the character (often you or a client) and the initial situation or challenge.
  2. Conflict/Rising Action: Describe the problem, the struggle, or the obstacles faced. This is where you build tension and reader investment.
  3. Climax: The turning point or the moment of realization/discovery.
  4. Resolution: How the problem was solved or the lesson learned.
  5. Takeaway or Moral: What can the reader learn from this story? How does it apply to them?

Let’s say you wrote a blog post about overcoming failure. Here’s how you could structure it:

  1. Start with your initial excitement about a project (Setup).
  2. Describe all the things that went wrong and how frustrating it was (Conflict).
  3. Share the moment you realized what needed to change (Climax).
  4. Explain how you implemented the change and succeeded (Resolution).
  5. End with lessons about perseverance and your advice for the reader (Takeaway).

Research in content marketing shows that incorporating narrative elements can increase reader engagement and brand recall much better than purely factual content.

People remember stories far better than bullet points.

5. Comparison posts that help readers make decisions

When your audience is trying to choose between two or more options (products, services, methods), a comparison post is incredibly helpful. You position yourself as a trusted guide helping them make an informed decision.

Structure a comparison post in this order:

  1. Introduction: Introduce the items being compared and state the goal–helping the reader decide which is best for them.
  2. Criteria for Comparison: What factors are you using to compare them (price, features, ease of use, pros, cons)? Present these factors clearly.
  3. Compare Each Item Based on Criteria: Dedicate a section to comparing the items based on each criterion. You can do this side-by-side or discuss each item’s performance on each criterion.
  4. Summary Table (optional): Summarize the comparison points in a table makes them easy for readers to scan visually.
  5. Recommendation: Offer your expert opinion on which option is best for different types of readers or situations.
  6. Conclusion: Briefly summarize and reiterate the goal.

So if you wanted to compare two products in a post called “Product A vs. Product B: Which is Right for Your Business?,” you’d:

  1. Introduce both products (Intro).
  2. List factors like cost, features, and support (Criteria).
  3. Compare Product A and Product B for each factor (Comparison).
  4. Show a table (Summary).
  5. Recommend Product A for small businesses and Product B for larger enterprises (Recommendation) for example.
  6. Summarize the product offerings and your advice on choosing them (Conclusion)

Data from e-commerce blogs shows comparison posts often lead to higher click-through rates (CTRs) on affiliate links and product pages, indicating they effectively guide purchase decisions.

6. FAQ structure for addressing common pain points

If you find yourself answering the same questions from your audience over and over again, a Frequently Asked Questions (FAQ)-style blog post is a great way to provide value and address common pain points upfront. This structure is highly user-focused.

Here’s how to structure an FAQ post:

  1. Introduction: State that this post will answer common questions about a specific topic.
  2. Group Questions (optional ): If you have several questions, group similar questions under broader subheadings (“Pricing Questions,” “Usage Questions”).
  3. List Questions as Subheadings: Make each question a subheading (H3 or H4).
  4. Provide Clear, Concise Answers: Directly answer the question below the subheading. Keep answers focused, concise, and easy to understand.
  5. Link to More Resources: If an answer requires more detail, link to other blog posts or pages on your site where readers can get more info.
  6. Conclusion: Briefly wrap up and encourage readers to ask any further questions in the comments.

Say you’re writing a blog about “Your Top Questions About Starting a Podcast, Answered.” You could:

  1. Introduce the topic (Intro)
  2. Group questions into “Getting Started” and “Equipment” (Group Questions).
  3. List questions like “What microphone do I need?” or “How do I choose a topic?” as subheadings, providing clear answers therein.

A blog post with an FAQ structure is highly effective for SEO because it directly answers user queries. They often rank well for long-tail keywords based on common questions.

7. Case study format for demonstrating proof and results

When you need to show your audience detailed proof that your methods, products, or services actually work, a case study post is the answer. Case studies are customer success stories, and they provide concrete proof using real-world examples.

Structure a case study like this:

  1. Headline Highlighting the Result: Start with the main outcome (“How [Client Name] Increased Traffic by X% Using Our Strategy”).
  2. Introduction: Introduce the client and their initial situation or challenge (the “before”).
  3. Problem: Detail the specific problems or goals the client had before working with you.
  4. Solution: Explain the specific steps, strategies, or services you implemented to help them.
  5. Results: Present the quantifiable outcomes and benefits achieved (the “after”). Use numbers, percentages, and data whenever possible.
  6. Visual Proof (optional): Include charts, graphs, or screenshots demonstrating the results.
  7. Conclusion or Takeaway: Summarize the success and explain what others can learn from this case.
  8. Call to Action: Encourage readers facing similar problems to contact you.

Have you seen results with your clients? You could write a case study like, “How Sarah Doubled Her Email List in 3 Months with My Lead Magnet Workshop:”

  1. Introduce Sarah and her scenario of having a small email list (Intro).
  2. Explain her goal was rapid list growth (Problem).
  3. Detail your workshop contents and her implementation steps (Solution).
  4. Show the jump in her subscriber count with a graph or other visual element (Results).
  5. Summarize that targeted training works (Takeaway).
  6. Invite readers to join the next workshop (Call to Action).

Case studies are powerful trust-builders. Research indicates that case studies are one of the most influential content types in the decision-making process.

Choosing one of these content structures gives your writing a clear direction and makes it easier for your reader to follow along and get the information they need. Regarding how long your blog post should be, try to write posts that are at least 2,000 words for a better SEO ranking (or long enough to address your topic without fluff).

Now let’s talk about the elements that enhance all of these structures.

Essential Elements of a High-Converting Blog Post

Specific parts of a blog post make it work effectively online. These elements grab your reader’s attention from the get-go and keep them moving through your content.

Attention-grabbing headlines that promise specific value

Your headline is the first thing people see, often in search results or on social media. It’s your single chance to make a strong first impression and convince someone to click, so a generic headline won’t cut it.

Your headline must promise something specific and valuable to the reader.

For example, instead of using the headline “Tips for Better Writing,” which sounds generic and average, try something like “7 Quick Ways to Write Blog Posts People Actually Finish.”

The second headline is specific (7 ways, quick) and promises a clear benefit (posts people finish).

Great headlines include elements in many of the blog post structures we previously covered:

  • Numbers
  • Keywords your audience uses
  • A clear benefit or solution
  • Curiosity (“What I Learned,” “The Secret to…”)

Studies show a massive difference in CTRs between average and compelling headlines. Some sources suggest a powerful headline can increase clicks by 500% or more compared to a weak one. The optimal length for your headline is 10 to 18 words (about 60 to 100 characters) to get the highest CTRs.

Spend time crafting headlines that get your audience’s attention, and resonate with their needs and desires.

Opening hooks that create immediate interest

Okay, they clicked your headline! Now you have a few seconds to convince them to keep reading your article.

How do you do that? With a strong opening hook.

Your hook is the first sentence or two of your introduction, and it needs to be compelling enough to draw the reader in. Get straight to the point or pique their curiosity immediately.

Effective hooks often:

  • Ask a relatable question: “Struggling to get people to read your blog posts?”
  • Share a surprising statistic: “Did you know the average online attention span is just 8 seconds?”
  • Tell a brief, intriguing story: “I used to spend hours writing, only to see people bounce after a paragraph…”
  • State a bold or contrarian claim: “Everything you think you know about online reading is wrong.”
  • Promise a direct benefit: “Imagine writing posts that keep readers scrolling non-stop.”

Look at successful bloggers and writers in your niche. How do they start their articles? What makes you want to keep reading? Practice writing several different hooks for the same article and see which feels strongest.

Strategic use of subheadings to guide readers through your content

Source: SEOwind

Subheadings are mini-headlines throughout your article that break up walls of text and allow readers to scan the main points quickly.

Use subheadings strategically:

  • Make them descriptive: Tell the reader what the section is about.
  • Use keywords: This helps with SEO and lets scanners know the relevance of the section.
  • Break up your content logically: Each subheading should cover a distinct idea or step.
  • Use H2, H3, H4 tags appropriately: This creates a clear hierarchy for both readers and search engines.

Remember the “F” and “Z” scanning patterns we discussed earlier? Subheadings are where your reader’s eyes will land as they scan down the page. If your subheadings are clear and interesting, the reader is more likely to stop and read the paragraphs below them.

The ideal paragraph length for digital reading

Source: Styled Stock Society

Forget what you learned about paragraph length in English class. Short paragraphs are where it’s at. Walls of text look daunting on a screen, especially on mobile devices.

Aim for paragraphs with 1 to 4 sentences, and use simple language that your audience understands. (Sometimes a single sentence can be its own paragraph for emphasis.) This creates lots of white space, making your content much easier on the eyes and more inviting to read.

Short paragraphs encourage scanning. A reader can quickly glance at a short paragraph and decide if they want to read it fully. But if they see long paragraphs, they might skip the whole thing.

Content readability tools like Hemingway App, Grammarly and Readable flag long paragraphs that can hinder one’s reading experience, because shorter paragraphs improve comprehension and engagement.

Using bucket brigades to maintain momentum

Bucket brigades are short phrases that act as transition sentences, pulling the reader from one paragraph to the next. They’re like mini-hooks between paragraphs that create flow and curiosity, and encourage the reader to keep going. (I’m using them in this article!) They often use punctuation that creates a slight pause or question, like colons or ellipses.

Examples of bucket brigades:

  • Here’s the deal:
  • But why does this matter?
  • And guess what happened next?
  • What does this mean for you?
  • The best part?
  • So, how do you do it?

Do you see how they make you want to keep reading to find the answer? Using simple phrases like these keeps the momentum going and reduces the chances of a reader dropping off between points.

Once you master these essential elements–headlines, hooks, subheadings, short paragraphs, and bucket brigades–you build a strong foundation for content that holds attention.

More Writing Tips to Keep Readers Scrolling to the End

Keeping a reader engaged isn’t just about the essentials. Your body copy should also hold their attention, and you can do that with the flow and energy of your writing at the sentence and paragraph level. These techniques make your content feel conversational, interesting, and easy to follow.

Craft transitions between sections

Source: Styled Stock Society

Smooth transitions are like bridges between different ideas or sections in your content. They prevent the reader from feeling lost or abrupt as they move from one point to the next.

Good transitions:

  • Summarize the previous point and introduce the next.
  • Use transition words or phrases.
  • Ask a question related to the next section.
  • Create anticipation for what’s coming.

For example, at the end of a section about headline writing, you might transition to a new section about introductions by writing: “Once you’ve hooked them with a great headline, how do you make sure they keep reading? That’s where your opening hook comes in.” This sentence connects the two topics logically.

Blog posts with clear transitions have better flow and keep readers engaged for longer periods, according to content readability analysis.

Vary sentence structure and length

Source: Styled Stock Society

Reading sentence after sentence of the exact same length and structure can be monotonous. Readability tools and some SEO tools score content better when you vary the sentence structure and length in your long-form content.

Varying your sentence structure and length keeps the reader’s brain engaged and makes your writing more dynamic.

  • Mix short sentences with slightly longer ones.
  • Start sentences with different words.
  • Use active voice.
  • Insert a single sentence here and there as a powerful paragraph break.

Consider this example:

A) “Readers have short attention spans. You need to grab them fast. Headlines are important. Hooks are also important.”

B) “Readers online have incredibly short attention spans. So, how do you possibly grab them fast enough? It starts, of course, with a powerful headline. But once they click? That’s where your opening hook takes over.”

Which version is more interesting to read? If you chose B, you see my point.

Inject personality without losing clarity

Source: Styled Stock Society

Your readers want to connect with a human, not a robot. Injecting your personality into your writing makes it unique, relatable, and enjoyable to read. But clarity is still king – don’t let personality make your points unclear.

How to add personality:

  • Use contractions (like “you’re” instead of “you are”).
  • Use personal pronouns (“I,” “we,” “you”).
  • Tell relevant personal anecdotes or stories.
  • Use conversational language (as if you’re talking to a friend, but keep it professional).
  • Share your opinions or perspectives (where appropriate).
  • Use humor (if it fits your brand and topic).

Compare these two examples:

  • A) “This technique is recommended for optimal results.”
  • B) “I’ve used this technique myself, and honestly? The results were incredible—I saved hours of time.”

Example B seems more personal and trustworthy, wouldn’t you agree?

Source: Sprout Social

Content that includes personal anecdotes and a conversational tone is perceived as more authentic and relatable by readers.

Include open loops that maintain curiosity

When you open a loop, the reader’s brain wants to close it.

Copywriting experts often use open loops in sales pages and articles to keep readers engaged and guide them towards a desired action.

An open loop is a psychological technique where you start discussing something or ask a question, but you delay providing the answer or resolution until later in the content. (Episodic TV does this all the time via “cliffhangers.”) This creates curiosity and encourages the reader to keep going to find out what happens or get the answer.

Some ways to use open loops in your content:

  • In the introduction, mention you’ll reveal a “secret tactic” later in the post.
  • Ask a compelling question early on and promise to answer it in a specific section.
  • Start a short story but pause it and say you’ll finish it after the next few points.
  • Hint at a surprising result or outcome that you’ll detail later.

For instance, early in a post about writing, you might say, “And one of the most powerful techniques I discovered completely changed how I write introductions. I’ll share exactly what it is in Section 3.”

The last sentence builds anticipation—now the reader has a reason to read on (or skip) to Section 3.

By implementing these writing tips, you make your content flow better, sound more human, and actively encourage readers to stay engaged from the first sentence to the last.

Next up: Making your content visually appealing.

Visual Elements That Enhance Readability

We’ve talked about structure and writing style, but how your content looks on the page is just as important for online readers. Visual elements break up text, highlight key information, and make your post more inviting.

Strategic use of images, charts and infographics

Visuals aren’t just decoration; they are powerful communication tools. They can explain complex ideas quickly, evoke emotion, and make your content more shareable. HubSpot’s 2025 State of Marketing Report announced the #1 trend in marketing: visual storytelling is overtaking text-heavy content formats.

Use visuals strategically:

  • Featured image: Choose a compelling image that represents your post and grabs attention in social feeds and search results.
  • Within the Post: Use images to illustrate points, break up walls of text, or add personality.
  • Charts and graphs: If you have data, present it visually. A chart is much easier to understand than a paragraph of numbers.
  • Infographics: Summarize complex processes or data-heavy topics into a shareable infographic.
  • Break up text: Place images between sections or after long paragraphs.

In a post about social media statistics, instead of listing numbers, you could create and insert a simple bar chart showing which platforms are most popular. For a how-to guide, include a screenshot of each step to make it easy for your readers to learn and follow along.

Content with relevant images gets significantly more views and shares than text-only content. Webpages with 7 or more images get 116% more organic traffic. But don’t just add images randomly; make sure they add value and support your text.

Formatting techniques that break up text walls

Few things will make an online reader bounce from your site faster than a giant wall of text. Content with formatting like lists and bold text is easier to read and understand, and improves reader satisfaction.

Use simple formatting techniques to create visual breaks and make your content scannable with:

Instead of writing a long paragraph listing the benefits of your service, use a bulleted list. Instead of just stating a key term, bold it when you first introduce it.

Callout boxes to highlight key points

Callout boxes (sometimes called block quotes or pull quotes) are a great way to make important information pop off the page. They are visually distinct from the main body of text and draw the reader’s eye.

Use callout boxes for:

  • Key statistics or data points
  • Memorable quotes
  • Definitions of important terms
  • Key takeaways from a section
  • Actionable tips

If you mention a compelling statistic about email marketing conversion rates, put it in a callout box. If you have a powerful quote from a case study participant, highlight it this way. This ensures that even scanners will catch the most critical information.

Web usability studies show that highlighting key information using visual breaks like callout boxes improves content comprehension and retention.

White space makes reading easier

Source: ux360.design

White space is the empty space on your page–the margins, the space between lines of text, the space between paragraphs, and the space around images. It’s essential for readability because it makes your content easier on the eyes.

Too little white space makes your content look cramped, overwhelming, and difficult to read. Enough white space makes the content feel light, airy, and inviting.

Pay attention to:

  • Line spacing: Ensure enough space between lines of text.
  • Paragraph spacing: Add extra space between paragraphs (short paragraphs help with this too).
  • Margins: Don’t let your text stretch all the way across the screen; use margins.
  • Space around images and other elements: Give visuals room to breathe.

Look at two versions of the same blog post–one with tiny margins and no space between single-sentence paragraphs, and one with healthy margins and extra space between paragraphs. The second one gives you a more pleasant reading experience.

User experience (UX) research consistently shows that adequate white space improves readability and reduces eye strain, encouraging users to stay on the page longer. By intentionally using visuals and formatting, you make your content visually appealing and easy for busy online readers to consume.

In the final section of this pillar post, let’s strategize how to produce this content without spending all your time on it as a busy solopreneur.

Content Planning Tips for Time-Strapped Solopreneurs

As a solopreneur, you wear many hats. Content creation is vital, but it can feel overwhelming when you’re also handling sales, marketing, client work, and everything else. The key is smart planning and efficient execution.

How to create a sustainable content calendar you’ll actually follow

A content calendar isn’t just a nice-to-have; it’s a necessity for staying consistent and organized. But it needs to be realistic for your schedule.

Here’s how to build one you can stick to:

  1. Assess Your Capacity: How much time can you realistically dedicate to content each week or month?
  2. Choose Your Publishing Frequency: How often can you publish based on your capacity? Once a week? Twice a month?

    Note: Consistent quality is more important than frequency. It’s better to post high-quality content once a month than post mediocre content every week.)

  3. Brainstorm Topics: Generate a list of topics based on your audience’s needs, your expertise, and your business goals. Refer back to the structures we discussed.
  4. Map Topics to Dates: Assign topics to specific dates on a calendar. Don’t just write “Blog Post”; write “Blog Post: [Specific Topic/Headline Idea].”
  5. Break Down Tasks: For each post, list the steps: Research, Outline, Draft, Edit, Format, Publish, Promote.
  6. Schedule Time Blocks: Put specific time blocks in your calendar for each of those tasks. Treat them like appointments.

Example: Instead of a vague note like “I need to write blog posts,” your calendar could have:

  • Monday, 9 to 10 AM: Research for “5 Lead Magnet Ideas” post.
  • Tuesday, 1 to 3 PM: Draft “5 Lead Magnet Ideas” post.
  • Wednesday, 10 to 11 AM: Edit and Format “5 Lead Magnet Ideas” post.
  • Thursday, 2 PM: Publish “5 Lead Magnet Ideas” post.

Having a visual plan reduces mental clutter, and makes the process feel less daunting and stressful. Those who use a content calendar are significantly more likely to report success with their content strategy. CoSchedule has a free content calendar (not sponsored).

Batch writing techniques to maximize productivity

Source: Styled Stock Society

Productivity research often highlights batching similar tasks as a key strategy for improving focus and output.

Batch writing means dedicating a block of time to complete a specific writing task for multiple pieces of content. This is a productivity superpower for solopreneurs.

Instead of working on one blog post from start to finish, you might do your content batching like so:

  • Batch Outline: Outline three blog posts in one sitting.
  • Batch Draft: Draft the intros for five blog posts, then draft the main body for all five, then draft the conclusions for all five.
  • Batch Edit: Edit several drafted posts back-to-back.

Why does this work? It reduces context switching. Your brain stays in “outlining mode” or “drafting mode,” which is more efficient than switching between tasks for a single post.

Here’s how this could look:

On Monday, you outline 3 posts. On Tuesday, you draft the first half of all 3. On Wednesday, you draft the second half. By the end of the week, you have 3 drafts ready for editing, instead of maybe just one finished post.

Incorporate batching strategy into your content calendar, and watch your productivity soar!

Repurposing strategies to get more mileage from single pieces

You spent time creating that awesome blog post. Don’t let it live and die on your blog! You can reuse your content in so many ways to reach more potential clients and customers.

Repurposing means taking the core ideas from one piece of content and turning them into different formats for other platforms. This is crucial for solopreneurs because it maximizes the return on your content creation effort.

Some ideas for repurposing:

  • Turn key points into social media posts (threads, carousel posts, individual updates).
  • Create graphics or infographics from data points or lists.
  • Record a short video summarizing the main ideas.
  • Turn the article into a script for a podcast episode or YouTube video.
  • Expand a section into a longer guide or email series.
  • Create quote images from impactful sentences.

Say you write a pillar blog post on “10 Marketing Mistakes Solopreneurs Make.” You can reuse parts of that post to:

  • Turn each mistake into a separate social media post for the next 10 days.
  • Create an infographic summarizing all 10 points.
  • Record a 5-minute video discussing the top 3 mistakes.
  • Turn the post into a solo podcast episode.

Business owners who effectively repurpose content can see a significant increase in their reach and engagement across channels. Repurposing allows you to reach different audiences on different platforms without creating everything from scratch.

Simple research methods that don’t eat up your whole day

Effective blog posts often require research – understanding your audience, finding data, or gathering information on a topic. But research can feel like a black hole that swallows your time. Keep it simple and focused.

Quick research methods:

  • Listen to Your Audience: What questions do they ask in emails, comments, or on social media? What problems do they mention?
  • Keyword Research Tools: Use simple tools (even free ones) to see what terms people are searching for related to your topic.
  • Check Competitors: See what topics successful blogs in your niche are covering. What are they not covering?
  • Browse Forums and Groups: Look at discussions on platforms like Reddit, Facebook Groups, or Quora in your niche to see what pain points people have with your topic.
  • Use Google Search: Look at the “People Also Ask” section and related searches for your topic ideas.
  • Set Time Limits: Decide in advance how long you will spend on research for a specific post (30 to 60 minutes) and stick to it. (This should be part of your content calendar.)

Let’s suppose you want to write about email marketing for beginners. You check a keyword tool and see lots of searches for the long-tail keywords “best email subject lines” and “how to grow email list fast.” Later, you browse a Facebook group and see beginners asking about choosing email software. This quick research tells you exactly what problems to address and what keywords to use, saving you hours of aimless searching and guessing.

Efficient research methods are key to consistent content creation, allowing solopreneurs to spend more time writing and promoting.

By implementing these planning and productivity tips, you can create a consistent stream of engaging content without burning out.

Phew, we’ve covered a lot of ground! From understanding how people consume online content to specific structures, planning tricks, visual boosts, and writing techniques–you now have a powerful toolkit for creating blog posts that don’t just hook your readers, but keep them engaged.

When you focus on clear structure, scannable formats, emotional connection, and maintaining momentum with your writing, you respect your reader’s time and deliver information in a way that resonates with them.

Adding visuals and paying attention to white space makes your posts inviting, while using transitions, varying sentences, injecting personality, and creating open loops keeps your readers scrolling all the way to the end.

And as a solopreneur, strategizing your content strategy with calendars, batching, and repurposing ensures you can consistently create great content without sacrificing all your time.

Whether you use the problem-solution framework, a listicle, or weave in storytelling, choose the right content structure to give your content purpose and direction. Start with one of them for your next post, and watch how it transforms your reader engagement metrics. You might be surprised at how much longer they stick around.

References

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21 Essential Affilate Marketing benchmarks & KPIs for Success in 2025. (2025). Partnero. Retrieved from https://www.partnero.com/articles/21-essential-affiliate-marketing-benchmarks–kpis-for-success-in-2025

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How to Write SEO-Friendly Content That Keeps Your Creative Spark

How to Write SEO-Friendly Content That Keeps Your Creative Spark

by Ree Copywriting SEO UX

Do you ever feel like you’re caught in a tug-of-war with your content? 55% of B2B marketers and content creators struggle to create content. Part of that struggle is finding a balance SEO requirements with creative expression. It’s normal to feel torn between pleasing search engines and connecting with real people by writing something fresh, engaging, and authentically you (or your business).

Well, you don’t have to choose. Creating SEO-friendly creative content isn’t about sacrificing your voice for rankings. It’s about finding a smart way to satisfy both.

Let’s go through some practical strategies and techniques to craft content for good SEO, while still satisfying your audience—not boring them.

Contents

SEO and Creativity Are Not Enemies

SEO vs Creativity Venn diagram

There’s a myth floating around that SEO forces writers into creating dull, robotic content stuffed with keywords. Maybe you’ve heard that SEO kills creativity, turning vibrant writing into formulaic text designed only for machines.  

But actually, search engines have gotten much smarter. They’re no longer just looking for keywords; they’re looking for content that genuinely helps people by focusing on user intent (the info a person is looking for online).

Think about it: what makes content great for readers? Often, it’s creativity! A unique perspective, an engaging story, a clear explanation with helpful visuals – these creative elements keep people on your page longer, encourage them to explore more, and even prompt them to share your content. These are known as engagement metrics, and they matter for SEO.

Search engines reward authentic, valuable content

Authenticity isn’t just nice to have; it’s becoming an SEO advantage. Modern search algorithms enhanced by AI prioritize understanding context, user intent, and overall content quality.

Google explicitly states its systems aim to reward original, high-quality, people-first content demonstrating Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T). This means content that offers real value for humans, answers their questions thoroughly, and comes from a place of genuine experience or expertise, is more likely to rank well.  

Google’s “Helpful Content Update” specifically targets content written primarily for search engines instead of humans. This system rewards content that provides a satisfying user experience (UX) and demonstrates first-hand experience or deep knowledge.  

Creative approaches improve engagement metrics

Source: Styled Stock Society

When you use creative techniques like storytelling, compelling visuals, or interactive elements, you make your content more engaging. This isn’t just good for the reader; it sends positive signals to search engines.

Metrics like average engagement time (how long people stay on your page), engagement rate (the percentage of visits with meaningful interaction), and lower bounce rates (people leaving after viewing only one page) indicate that users find your content valuable. Search engines interpret these signals as signs of quality content that satisfies user intent.  

According to Contentsquare’s 2024 Digital Experience Benchmarking Report, poor page interaction (measured by Interaction to Next Paint or INP) reduces engagement by -11.7%. Creative, engaging content naturally improves interaction and keeps users on the page longer. Longer average engagement time suggests users find your content valuable.  

Brands who successfully balance SEO and creativity

Many successful brands prove that SEO and creativity can coexist and thrive. They create content that’s not only optimized for search but also genuinely interesting, helpful, and reflective of their unique brand voice. Some examples include:

  • Flyhomes: Achieved massive organic growth (over 1.1M monthly visits) by creating comprehensive, data-rich cost of living guides. This balanced a creative approach to a common user need (housing information) with strong SEO content strategy.  

  • Brainly: Leveraged user-generated content (questions and answers) to create millions of unique pages targeting long-tail keywords, tripling their keyword rankings by fostering a creative, peer-to-peer learning environment.  

  • ZOE: Focused on optimizing creative visual content (images) with descriptive alt text and filenames, resulting in 72.1K image snippets and significant organic growth by making their unique visual health insights discoverable.  

  • Liquid Death, CeraVe, E.L.F. Cosmetics: These brands demonstrate the power of a “social-first” brand building approach, often involving creative, engaging content that resonates with communities, which can indirectly boost SEO through increased visibility and brand mentions.  

These examples show that focusing on user needs with creative execution, supported by smart SEO, is a winning formula.

Next, let’s look at the first crucial step before you even start writing: understanding why someone is searching in the first place.

Understand User Search Intent Before You Write

Before you pour your creative energy into a piece of content, you need to know why someone would search for your topic. What are they really trying to achieve? The “why” behind a search query is called search intent or user intent.  

Understanding search intent is critical because Google’s #1 goal is to provide users with the most relevant results that satisfy their underlying need. If your creative masterpiece doesn’t match the searcher’s intent, it’s unlikely to rank well, no matter how brilliant it is.  

There are four main types of search intent:

Source: Ahava Leibtag at AHA Media

Four Types of Search Intent

Intent TypeDefinition (What the user wants)Example Keywords/IndicatorsBest Content Types
InformationalTo learn something, find answers, get explanations, or guidance“how to,” “what is,” “why,” “guide,” “tips,” question wordsBlog posts, guides, tutorials, infographics, videos, FAQs, explainers
NavigationalTo find a specific website, brand, or pageBrand names (“Nike”), specific site terms (“Instagram login”)Official website homepage, specific product/service pages, login pages, brand profiles
Commercial InvestigationTo compare options, research products/services before buying“best,” “top,” “vs,” “review,” “comparison,” “alternatives”Comparison articles, reviews, listicles, buyer’s guides, case studies, testimonials
TransactionalTo complete an action (buy, sign up, download, find location)“buy,” “discount,” “coupon,” “price,” “order,” “near me,” product namesProduct pages, service pages, e-commerce category pages, pricing pages, sign-up forms

Knowing which intent you’re targeting helps direct your creative approach.

Informational intent (I want to know)

Users with informational intent are looking for knowledge. They may be asking “how to fix a leaky faucet,” “what are the benefits of meditation,” or “history of the Eiffel Tower.”

Your creative challenge here is to present information clearly, engagingly, and comprehensively. Think step-by-step guides, insightful explainers, helpful tutorials, or visually appealing infographics (linkable assets).  

Informational searches make up the largest chunk of queries. SparkToro/Datos suggests 52.65% of Google searches are informational. Another source suggests it could be as high as 70%.  

Navigational intent (I want to go)

Here, the user already knows the destination – a specific website or brand. They may search for “YouTube,” “Amazon login,” or “Backlinko blog.”

This isn’t the place to get creative, because the goal is to ensure your official pages (homepage, login page, key product pages) are easy to find. Your creativity can focus on clear branding and UX on those specific pages.  

Navigational searches are also significant, with data indicating 32.15% of Google searches fall into this category.  

Commercial intent (I want to compare before doing)

These users are in the research phase before making a purchase or commitment. They’re comparing options, looking for reviews, and trying to find the best fit.

Searches may include “best running shoes for beginners,” “Surfer SEO vs Clearscope,” or “Mailchimp alternatives.” Your creative opportunity lies in providing persuasive, helpful comparisons, in-depth reviews, detailed case studies, or compelling testimonials.  

Commercial intent searches represent the crucial middle-of-the-funnel stage, at 14.51% of Google searches.  

Transactional intent (I want to do/buy)

Users with transactional intent are ready to act. They’re looking to “buy noise-canceling headphones,” find “pizza delivery near me,” or get a “free trial for project management software.”

Creativity here focuses on clear calls-to-action (CTAs), persuasive product descriptions, easy checkout processes, and highlighting value propositions like discounts or free shipping.  

While purely transactional searches may seem low (0.69% according to SparkToro/Datos), many commercial searches lead directly to a transaction. Optimizing product and service pages for this intent is vital for conversions.  

Understanding these types is the first step. But how do you figure out the intent behind your specific keywords?

Use keyword modifiers as clues

Often, the words used in the search query itself hint at the intent.  

  • Informational: “how,” “what,” “why,” “guide,” “tips,” “learn”
  • Commercial: “best,” “top,” “vs,” “review,” “comparison,” “alternatives”
  • Transactional: “buy,” “order,” “discount,” “coupon,” “price,” “deal,” “near me”
  • Navigational: Brand names, specific product names

While titles with question-based keywords may have a slightly lower click-through rate (CTR) overall (15.5% vs 16.3% for non-question titles), they are strong indicators of informational intent.

Analyze the SERPs (Search Engine Results Pages)

The best way to determine intent is to Google your primary keyword (also known as a target or focus keyword) and look at the results on the first page. What kinds of pages are ranking?  

  • Are they mostly blog posts and guides? (Informational)
  • Are they product pages from online stores? (Transactional)
  • Are they comparison articles and review sites? (Commercial)
  • Is it the brand’s official homepage? (Navigational)
  • Which SERP features appear? Featured snippets suggest informational intent, while shopping ads or local map packs point towards transactional or local intent.  

Moz observed that searching “blender” brings up mixed results (the software and the kitchen appliance), indicating Google isn’t sure of the primary intent. However, searching “coffee maker” predominantly shows e-commerce category pages, clearly signaling commercial or transactional intent.

 

The PAA boxes directly show questions users are asking related to your keyword. These questions are a goldmine for understanding specific informational needs or comparison points. Similarly, the “Related searches” section at the bottom of the SERP shows how users refine or continue their search, offering clues about their ultimate goal.  

If you search “best email marketing tools,” the PAA section may include questions like “What is the #1 email marketing tool?” or “Which email platform is best for small business?” This clearly signals users are in a commercial investigation phase, comparing options.  

 

Leverage keyword research tools with intent labels

Many SEO tools can save you time, as they automatically categorize keywords by search intent, such as Moz Pro, Semrush, Ahrefs, seoClarity, and various AI platforms. However, always double-check the SERPs yourself, especially for keywords that could have mixed intent.  

For instance, using Moz Pro’s Keyword Suggestions, you can see that the tool identifies “coffee maker” as having high commercial intent, confirming the manual SERP analysis.  

By understanding the why behind the search, you can tailor your creative approach to meet that specific need, making your content far more effective for both users and search engines.

With a clear understanding of user intent, how do you find the actual words and phrases your audience uses? The answer is keyword research.

Keyword Research for Creative Minds

Often, keyword research gets a bad rap among creative types. It can feel like a purely technical, data-driven chore that stifles creativity. But what if we reframed it? Think of keyword research not as a restriction, but as a powerful tool for audience insight.  

Keywords are the actual words and phrases your potential readers use when they’re looking for information, solutions, or inspiration online. Understanding these terms helps you:  

  • Know the language your audience speaks.
  • Identify their specific questions and pain points.  
  • Discover content topics they’re actively interested in.  
  • Find angles that resonate with their needs.

Approached this way, keyword research becomes a source of creative inspiration, not a barrier to it.

Use question-based keywords for content inspiration

Keywords phrased as questions (starting with “who,” “what,” “where,” “when,” “why,” or “how”) are direct lines into your audience’s minds. They explicitly state the problem or information gap the user is trying to fill.

Each question is a potential blog post, video topic, or section within a larger guide. Tools like AnswerThePublic or simply analyzing the PAA boxes in Google search results are great ways to find these.  

While only about 8% of searches are phrased as questions, these queries often have clear intent, making them valuable targets for focused, creative content that provides direct answers.

Explore long-tail keywords for specific creative angles

Long-tail keywords are longer, more specific phrases, typically three or more words. Think “easy vegan weeknight dinner recipes” instead of just “vegan recipes.” Because they’re specific, they usually have lower search volume but also less competition and much clearer intent.

These niche queries are perfect for sparking targeted, creative content ideas. They often reflect conversational language used in voice search, which is increasingly common.  

Long-tail keywords account for 70% of all search traffic, and 10 to 15 words get 1.76 times more clicks than single-word queries, indicating users find specific queries yield more relevant results.

 

When you research a primary keyword (also called a focus keyword), tools and Google itself will show you related terms and topics. Google’s “Related Searches” (or “People Also Search For”) section shows what users search for next.

Exploring these related areas helps you understand the broader context around your topic and identify adjacent themes your audience cares about. This allows you to create a richer, more comprehensive (and creative!) exploration of a subject, rather than just a single, narrow piece.  

Researching “how to start a podcast” may reveal related searches like “podcast equipment for beginners,” “podcast hosting platforms,” “how to monetize a podcast,” and “podcast interview techniques.” Each of these could become a separate creative content piece supporting the main topic.

Search semantic and LSI keywords

Modern search engines like Google don’t just match keywords; they understand meaning and context, which is called semantic search. They recognize synonyms, related concepts, and the relationships between words. Latent Semantic Indexing (LSI) keywords are terms conceptually linked to your main topic.

Using these related terms helps Google grasp the full meaning of your content and allows you to write more naturally and creatively without awkwardly repeating your main keyword.  

Because Google understands semantics, using varied language and explaining concepts in different ways actually helps your SEO by providing richer contextual clues. This directly rewards creative expression in writing.  

Go beyond simple keywords and identify the main entities (people, places, organizations, concepts) associated with your topic.

Also, actively look for synonyms and related phrases by using SEO tools, analyzing top-ranking content, or simply brainstorming related ideas. Weaving these terms and entities naturally into your writing adds semantic depth and demonstrates comprehensive understanding.  

For example, if your content is about “sustainable travel,” related terms may include “eco-tourism,” “carbon offsetting,” “responsible travel,” “low-impact accommodation.” Related entities could be “Greta Thunberg,” “Costa Rica” (as a destination known for eco-tourism), “WWF,” or specific eco-lodges.

Organize keywords into topic clusters

A powerful way to structure your content strategy is using topic clusters. This involves choosing a broad “pillar” topic and creating a comprehensive central page about it. Then, you create multiple “cluster” pages that cover specific subtopics related to the pillar in more detail.

All these pages are linked together internally. Grouping your researched keywords into these clusters helps you plan content systematically.  

Topic clusters provide a framework that supports creativity. The pillar page establishes the foundation, while the cluster pages allow you to explore specific angles using diverse creative formats (videos, infographics, deep-dive articles, case studies). This structure also signals topical authority to Google, boosting your credibility and rankings.  

Use clusters to guide creative content planning

Once you’ve grouped your keywords into clusters, use this structure as a roadmap. Plan out your pillar content and the supporting cluster content.

Decide which creative formats best suit each subtopic based on its specific keywords and user intent. This ensures you cover the subject comprehensively while keeping your content organized and interconnected. Use keyword clustering tools (which group keywords based on semantic meaning or shared SERP results) to help automate this grouping process.  

Building content around topics where your website demonstrates expertise and trustworthiness (Topic Authority) can significantly improve your search rankings. Topic clusters are key to building and showing your authority.  

Okay, you’ve got your intent figured out and a list of keywords that actually spark some creative ideas. How do you weave those keywords into your writing and still sound human?

Smart, Natural Keyword Placement

The goal here is simple: integrate keywords seamlessly so they support the reader’s journey, not interrupt it. Forget about “keyword density” percentages and focus on natural language. Keyword stuffing (jamming keywords in unnaturally) creates a terrible reading experience and can get your site penalized by search engines.  

Instead, focus on placing your keywords strategically in key areas where they have the most impact for both readers and search engines, always prioritizing clarity and flow.

Include keywords in your title tag

Your page’s title tag (the clickable headline shown in search results) is prime real estate. It’s a strong signal to search engines about your page’s topic and heavily influences whether users click.

Try to place your primary keyword near the beginning of the title tag, but only if it sounds natural and accurately reflects the content. Keep it concise (under 60 characters is a good guideline) and compelling.  

Google often rewrites title tags if they’re too long, stuffed with keywords, or don’t seem to match the content’s intent well. A clear, relevant title tag that includes the keyword naturally has a better chance of being displayed as you intended.  

Weave keywords into headings and subheadings

Headings (H1, H2, H3, etc.) break up your text and create a clear structure, making it easier for readers to scan and understand the content. They also help search engines understand the hierarchy and main points of your page.

Use your primary keyword in your main title (H1) using a conversational tone. Incorporate variations or related keywords into your subheadings (H2s, H3s) where they fit logically and describe the section’s content accurately.  

Good heading structure directly improves UX by making content readable and scannable. When users can quickly find the information they need, they’re more likely to stay engaged – a positive signal for SEO.  

Place keywords early in your introduction

Include your primary keyword somewhere in the first paragraph, or at least within the first 100 to 150 words of your content. This immediately confirms the topic for your audience and search engines, which shows its relevance right from the start.  

For example, if your article targets “mindfulness techniques for stress,” your introduction could start with: “Feeling overwhelmed? Discover simple mindfulness techniques for stress reduction that you can practice anywhere…” 

Integrate keywords naturally within the body content

Sprinkle your primary keyword, along with synonyms and related terms (semantic keywords), throughout the main body of your text. Don’t obsess over frequency or density; focus on whether the language sounds natural and makes sense in context. If a sentence sounds awkward with the keyword, rephrase it or use a variation.  

Use keywords in URLs

Your page’s web address (URL) is another place to include your primary keyword, if possible. Keep URLs short, descriptive, and use hyphens (-) to separate words (yourwebsite.com/seo-friendly-creative-content).

A clear URL helps users and search engines understand the page topic at a glance. Pages with the primary keyword in the URL tend to have a 45% higher click-through rate from search results.  

Optimize meta descriptions with keywords

Source: Semrush

The meta description is the short snippet of text that appears under your title tag in search results.

For this article, a meta description could be: “Learn proven techniques to create SEO-friendly content while maintaining your creative voice. Boost rankings without boring readers.”

While it’s not a direct ranking factor, it heavily influences whether someone clicks on your link. Write a compelling description (around 155 characters or less) that accurately summarizes the page and includes your primary keyword naturally. Think of it as ad copy for your content.  

Add keywords to image file names and alt text

Source: Ahrefs

Don’t forget to optimize your visuals. Webpages with 7 or more images get 116% more organic traffic.

The digital health platform ZOE saw significant organic growth (754% in 6 months) partly by optimizing their images with descriptive alt text and filenames, earning them over 72,000 image snippets in search results.

Search engines can’t “see” images like humans do, so you need to provide context:

  1. Use descriptive file names that include keywords like “creative-seo-writing-tips.png” instead of generic names like “IMG_001.jpg.”
  2. Write descriptive alt text for each image, incorporating keywords naturally where relevant. Alt text helps search engines understand the image and is crucial for accessibility (screen readers use it).  

To make this clearer, let’s look at how forced keyword use compares to natural integration.

Natural vs. Forced Keyword Integration

KeywordForced/Awkward UsageNatural/Smooth Usage
Best vacuum cleaner“Looking for the best vacuum cleaner? Our best vacuum cleaner is the best vacuum cleaner for pet hair. Buy the best vacuum cleaner today!”“Choosing the best vacuum cleaner depends on your home. Do you need powerful suction for pet hair, or a lightweight model for stairs? Let’s explore top-rated options.”
Cloud computing solutions“We offer cloud computing solutions. Our cloud computing solutions provide scalable cloud computing solutions for your business.”“Explore our enterprise cloud features for scalable performance. These cloud-based services adapt as your business grows, offering flexible computing solutions.”
SEO writing tips“Get SEO writing tips here. These SEO writing tips improve SEO writing. Use our SEO writing tips for better SEO writing.”“Need effective SEO writing tips? This guide covers keyword integration, readability, and how to craft content that ranks well and engages readers.”

See the difference? Natural integration flows better and focuses on providing value, while forced usage sounds repetitive and spammy.

If using the exact keyword phrase sounds unnatural, you can also use synonyms and related terms. Using variations like “content optimization techniques,” “writing for search engines,” or “creative SEO strategies” instead of just “SEO-friendly creative content” keeps your language fresh and provides broader semantic signals to Google.  

Keyword placement is important, but it’s only part of the puzzle. How you structure and format the entire piece plays a huge role in keeping both readers and search engine bots happy.

Good Structure and Formatting for Bots and People

Think about the last time you landed on a webpage that was just a giant wall of text. Did you read it, or did you go elsewhere for the info?

How your content looks and flows—content design—is just as important as what it says. Good structure and formatting make your content easy to read and digest for humans, which improves UX.  

Luckily, the formatting elements that make content user-friendly also help search engine crawlers understand your content’s structure, hierarchy, and key points. It’s a win-win!  

Use clear headings and subheadings

Source: SEOwind

We already talked about headings in the context of keyword placement, but their primary role is structure. Use a clear heading hierarchy:

  • H1: Your main title (only one per page).  
  • H2s: Major sections of your article.
  • H3s (up to H6 if needed): Sub-points within those sections, which
    • breaks up your content into digestible chunks,
    • allows readers to scan for relevant information quickly, and
    • tells search engines how your content is organized.  

Well-structured content using headings logically improves readability scores and helps search engines parse the information effectively. Ensure your headings accurately describe the content that follows.

 

Write short paragraphs and sentences

Keep your paragraphs focused and brief, with no more than 4 sentences or lines each.

Shorter paragraphs are less intimidating and much easier to read, especially on mobile screens. Similarly, vary your sentence length but lean towards shorter, clearer sentences (averaging under 20 to 25 words is a good target).  

Many readability formulas, like the Flesch-Kincaid Grade Level, penalize long sentences and paragraphs. Aim for a 7th-grade reading level or below to make your content accessible to a wider audience.

86% of users favor readable websites. Readability tools can help you measure the reading level.  

Use bullet points and numbered lists

Whenever you’re listing items, steps, or key takeaways, use bullet points or numbered lists. Lists break up the visual monotony of paragraphs, make information highly scannable, and help readers digest complex information quickly.  

Google frequently uses content formatted as lists (both bulleted and numbered) to generate Featured Snippets at the top of search results. Structuring key information in lists is a creative way to potentially capture this valuable SERP real estate.

Employ bold and italic text strategically

Use bold text or italics sparingly to emphasize key terms, definitions, or important phrases within your paragraphs. This helps guide the reader’s eye and makes the content easier to scan for crucial information. Don’t overdo it though, or the formatting loses its impact and makes the content harder to read.  

It helps to create your own internal style guide for governance. For instance, you may want to bold takeaway sentences or put important terms in italics the first time you define them.

Beyond these specific elements, ensure your content flows logically from one section to the next. Start with an introduction that sets the stage, develop your main points with clear transitions, and end with a conclusion that summarizes the key message.  

Visuals also play a critical role in structure and engagement.

Incorporate relevant images and infographics

Linkable assets like images, charts, screenshots, and infographics break up text, illustrate concepts, add visual appeal, and make complex information much easier to understand. Content with unique visual elements like diagrams and charts attract higher engagement than text-only content.

Ensure your visuals are high-quality, directly relevant to the surrounding text, and properly optimized with descriptive file names and alt text. Compressing images is also vital for page speed.  

Websites with visual content get 94% more views and traffic than text-only pages.  

Embed videos where appropriate

Videos are incredibly engaging and can significantly increase the amount of time visitors spend on your page.

Including video content on a page can increase organic search traffic by as much as 157%, and often leads to higher click-through rates compared to plain text results.  

If it’s better to explain a concept visually so that your audience will understand it more easily, embed a relevant video. Make sure to optimize the video’s title and description as well.

Ensure your site is mobile-friendly

Source: Styled Stock Society

With over half of web traffic coming from smartphones and tablets, your content must look good and be easy to navigate on smaller screens. This means using a mobile-responsive design, ensuring text is readable without zooming in, and checking that buttons and links are easy to access on different devices.

Google uses mobile-first indexing, meaning it primarily looks at the mobile version of your site for ranking purposes. A poor mobile experience leads to high bounce rates and hurts your SEO.  

Structure and formatting lay the groundwork for a positive UX, but to get the most impact, the words you choose need to resonate with your audience. So let’s talk about how to keep your unique writing voice alive (and creative) while still hitting those important SEO marks.

Writing Techniques That Boost SEO Without Killing Your Voice

This is where the magic happens—blending the art of writing with the science of SEO.

Think of SEO principles not as rigid rules that suffocate creativity, but as guidelines that help your brilliant writing get discovered. The key is to prioritize your reader and write naturally, then layer in optimization techniques thoughtfully.

Start with a compelling introduction

Your introduction is your first impression – make it count! Grab the reader’s attention immediately with a strong hook (use a relatable question, surprising statistic, or brief story).

Clearly introduce the topic or problem your content addresses and briefly state what the reader will gain by sticking around. Instead of a dry opening like, “This post will discuss creative SEO,” try something more engaging: “Tired of choosing between writing content you love and content that ranks? What if you could do both? This guide explores practical ways to inject your creative spark into SEO writing.”

Don’t forget to naturally weave your primary keyword into this opening paragraph to signal relevance right away.  

Write naturally and authentically

Source: Styled Stock Society

Above all, write for the humans who will be reading your content. Use language that feels natural to you and resonates with your target audience.  

Readers (and increasingly, algorithms) can often detect content that feels forced, overly optimized, or purely AI-generated without a human touch. So don’t try to force keywords or sentence structures that feel awkward or unlike you.

Let your unique perspective and personality shine through. Your unique, genuine voice and experience are the differentiators in a crowded market, and that authenticity builds trust and connection, which aligns perfectly with Google’s emphasis on E-E-A-T.

Write in a conversational tone

Imagine you’re explaining your topic to a friend. Writing in a conversational tone – using “you,” asking questions, incorporating contractions (like “you’re” or “it’s”), and keeping the language approachable makes your content feel more personal and easier to read. This style naturally aligns with how people search using voice assistants, and helps search engines understand the context through natural language processing (NLP).  

Conversational writing often naturally includes the long-tail keywords and question-based phrases that are vital for modern SEO, especially voice search. Plus, it enhances UX, a known ranking factor.  

Use active voice for clarity and impact

Whenever possible, use active voice (“The writer crafted the sentence”) rather than passive voice (“The sentence was crafted by the writer”). Active voice is more direct, concise, energetic, and easier to understand. It makes your writing feel more confident and engaging.  

Readability tools flag passive voice. Using passive voice is fine on occasion, but aim to keep passive voice under 10% as suggested by Yoast) to improve clarity, readability and flow.  

Incorporate storytelling to engage and rank

Humans are wired for stories. Weaving narratives, personal anecdotes, relatable examples, or compelling case studies into your content makes it far more engaging and memorable.

Stories capture attention, evoke emotion, and can dramatically increase the time readers spend on your page (dwell time), and reduce how often they bounce away immediately. These improved engagement metrics send positive signals to search engines, indirectly boosting your SEO.  

A 2025 Digidop study suggested practical elements may outperform storytelling for immediate utility, storytelling excels at driving engagement metrics like time on page. The most effective content balances providing practical value quickly with engaging narrative elements.  

Offer unique insights and value

What makes your content stand out? Go beyond rehashing information found elsewhere:

  • Offer your unique perspective
  • Share original data or research
  • Provide expert tips based on your experience
  • Tell stories that illustrate your points in a fresh way

Doing so provides E-E-A-T, makes your content more valuable to readers, and increases the likelihood it will be shared and linked to. Original research and content showcasing deep expertise are highly effective and can generate 40% more engagement.  

Maintaining your creative voice while optimizing for SEO is achievable with these techniques. And thankfully, you don’t have to manage every single detail manually. There are some fantastic tools available to help streamline the process.

Tools That Support Both SEO and Creative Writing

Leveraging the right tools can make creating SEO-friendly creative content much smoother and more efficient. These tools can handle some of the more technical aspects of SEO, freeing up your mental energy to focus on the creative side – crafting compelling narratives, developing unique angles, and polishing your prose.

Keyword research tools

Keyword research tools like Semrush, Ahrefs, Moz Keyword Explorer, Google Keyword Planner, and Keywords Everywhere are essential for the audience insight phase. They help you:  

  • Find relevant keywords your audience is searching for.
  • Analyze search volume (how many people search) and keyword difficulty (how hard it is to rank).
  • Understand search intent (many tools now offer intent labels).  
  • Discover related terms, questions, and topic ideas.

Some tools like Keyword Insights or Surfer SEO even help group keywords into topic clusters.  

You could use Semrush’s Keyword Magic Tool to find primary keywords for your topic, or its Topic Research tool to identify content gaps by analyzing competitors.  

Content optimization tools

Once you have your topic and keywords, use tools like Surfer SEO, Clearscope or MarketMuse to help optimize your content for ranking. They typically work by analyzing the current top-ranking pages for your primary keyword and providing data-driven recommendations on the:  

  • Ideal content length
  • Keywords and related terms (NLP terms) to include
  • Content structure (the number of headings, paragraphs, images)
  • Topics to cover to ensure comprehensiveness
  • Readability scores

These are powerful tools, but be careful to only rely on these tools for guidance, not instructions. Over-optimizing based solely on tool recommendations can sometimes lead to content that sounds stiff and robotic. Always use your judgment to maintain your voice and prioritize the experience of your audience.  

AI writing assistants

AI tools like ChatGPT, Jasper, Claude, Perplexity, Gemini, and Copy.ai can be incredibly helpful assistants in the creative process to:  

AI tools designed specifically for SEO (like Writesonic or SEO.AI) can often integrate keyword research and optimization suggestions directly into the writing workflow.

Use AI tools to enhance human creativity, not replace it. Studies show that AI-assisted content (human oversight and input) performs significantly better than purely AI-generated content. Although 86% of SEOs use AI, most top-ranking content still has little AI involvement.  

Readability checkers

Readability tools like Hemingway App, Grammarly and Readable analyze your writing and provide feedback on its clarity and simplicity. They typically check:  

  • Sentence length and complexity
  • Paragraph length
  • Use of passive voice
  • Complex or jargon-filled words

Overall readability score (often using metrics like Flesch Reading Ease or Flesch-Kincaid Grade Level). Using these tools helps ensure your creative writing is still accessible and easy for your target audience (and search engines) to understand, helping you hit that target 8th-grade reading level. Grammarly also offers tone detection to help maintain consistency. 

I love the Hemingway App. When you paste your text there, it highlights sentences that are too long or complex, prompting you to simplify them for better readability and flow.  

SEO plugins

If you use a content management system like WordPress, SEO plugins are invaluable. They provide real-time feedback directly within your writing interface on:  

  • Keyword usage and placement
  • Title tag and meta description optimization
  • Readability
  • Internal linking
  • Other on-page SEO factors. These plugins make it easier to check the essential SEO boxes as you write and edit

SEO plugins to try include Yoast SEO, Rank Math, and AIOSEO (All in One SEO). Yoast SEO includes specific checks for readability based on metrics like Flesch Reading Ease, sentence length, paragraph length, passive voice, and transition words.

When choosing tools, consider your budget, technical comfort level, and specific needs. Many offer free versions or trials, so you can experiment to find the ones that best complement your creative workflow.

Strike the Right Chord with SEO and Creativity

Finding the sweet spot between SEO requirements and your creative expression will help make your voice heard in the crowded online world. Don’t let perceived constraints of SEO dim your creative spark.

Embrace these techniques, leverage helpful tools, and start crafting content that resonates deeply with the people you want to reach, and watch your content climb search rankings. When you focus on creating high-quality, engaging, and helpful content that reflects your unique perspective, your content will naturally align with the core principles of good SEO.  And your audience and the search engines will thank you for it.  

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Website User Experience Tips for Solopreneurs to Boost Engagement and Conversions

Website User Experience Tips for Solopreneurs to Boost Engagement and Conversions

by Ree career UX

Did you know that 88% of online customers won’t return to a website after a poor user experience?

As a solopreneur, your website is often your primary storefront, marketing engine, and customer service hub all rolled into one, working for you 24/7. But is it working effectively?

In the crowded online space, simply having a website isn’t enough. You need a site that visitors not can only find easily, but also enjoy using. That’s where user experience (UX) comes in, to keep visitors engaged and convert them into loyal customers.

This article will walk you through essential website user experience tips specifically tailored for solopreneurs. We’ll talk about psychological triggers that influence visitor behavior, and cover practical strategies to improve your site’s performance, navigation, design, calls-to-action, trust signals, and checkout process. By implementing these tips, you can create a better customer experience, boost customer engagement, and drive more website conversions.

Web UX Copy Checklist

Contents

Why Website UX Matters

Infographic with statistics mentioned in ROI section

What is user experience and how does it apply to a website?

Good UX and content design means making your website easy, intuitive, and pleasant for people to interact with. For a one-person business, optimizing UX isn’t just a nice-to-have; it’s a critical factor for success. It directly impacts how visitors perceive your brand, whether they stick around to learn more, and ultimately, whether they become customers.

Smooth, intuitive UX guides visitors naturally towards your desired actions, whether that’s signing up for a newsletter, filling out a contact form, or making a purchase. Conversely, a clunky, confusing, or slow website frustrates users and sends them clicking away – often straight to a competitor. Good UX and content design removes friction from the user journey, making it easier for visitors to convert (take action).

Why should you, as a busy solopreneur, dedicate precious time and potentially resources to improving your website’s user experience? The answer lies in the direct impact UX has on your bottom line.

Cost-benefit analysis of UX improvements vs. other marketing investments

As a solopreneur, every dollar counts. You might wonder if investing in UX will give you a better return on investment (ROI) than spending more on ads or other marketing channels.

Research consistently shows that the answer is a resounding Yes:

While specific numbers vary from study to study, a better user experience equals more conversions.

Often, UX improvements involve optimizing what you already have, potentially offering a higher ROI than constantly chasing new traffic through paid channels. Various studies from Forrester, Nielsen Norman Group and others suggest every $1 invested in UX can yield a return between $2 and $100.

Driving traffic to a poorly designed website is like pouring water into a leaky bucket. You might get initial visitors, but they won’t convert, and your marketing budget is wasted. Improving your website’s UX and content design is like fixing the leaks to ensure the traffic you get has a much higher chance of converting. This makes your existing marketing efforts more effective and provides a firm foundation for your business to grow. Unlike social media platforms, your website is an owned channel that no one can take away.

Improved UX reduces bounce rates and increases average session duration

Black woman working at her desk
Credit: Styled Stock Society

Have you ever visited a website, felt lost, and immediately left? That’s a bounce.

Your bounce rate measures the percentage of visitors who land on your site and leave without interacting further. A high bounce rate often signals UX problems – perhaps the site loaded too slowly, the navigation was confusing, or the content wasn’t what they were looking for.

Average session duration tells you how long visitors typically stay on your site.

Good UX and content design elements like clear navigation, fast loading times, and engaging content make visitors want to stick around longer and learn more about what you offer. Improving UX elements directly addresses the reasons people leave quickly.

Let’s go deeper into these elements, starting with the speed that your website loads.

Speed Up Your Website Loading Time

Your site’s loading speed directly affects user satisfaction, engagement, and conversions.

Pie chart explaining what the section covers

3 to 5 seconds determines whether visitors stay or leave

If your site takes too long to load, potential customers will simply leave before they even see what you offer. 40% of website visitors, and more than half of mobile users will abandon websites that take more than 3 seconds to load.

Google research indicates that as a webpage load time goes from 1 second to 3 seconds, the probability of a visitor bouncing increases by 32%. If it goes to 5 seconds, the probability increases by 90%.

Websites loading within 2 seconds typically have an average bounce rate of 9%, while those taking 5 seconds see bounce rates jump to 38% (Pingdom, 2021).

Aim for a loading time under 3 seconds to keep site visitors engaged.

Optimize images for faster load times

One of the biggest culprits of slow websites are large, unoptimized images. To improve your website speed, first consider the size of the images you use, and then:

  • Resize images: Don’t upload images straight from your camera or stock photo site. Resize them to the actual dimensions needed on your webpage before uploading. A banner image may only need to be 1920 pixels wide, not 5000.
  • Compress images: Tools like ImageOptim and TinyJPG reduce file size without sacrificing quality.
  • Pick the right file format: Use for JPEGs for photos, PNGs for graphics with transparency, and SVG for graphics and icons.

Also consider using newer image formats like WebP, which often provide better compression than JPEG or PNG. Many WordPress plugins can automatically convert your images to WebP for supported browsers.

WordPress plugins to improve speed

Credit: WPExplorer

If your website runs on WordPress, you have several plugins to choose from that can significantly improve website performance (not sponsored):

  • Caching plugins like WP Rocket, LiteSpeed Cache (which I use), and W3 Total Cache store static versions of your pages. This means they don’t have to be generated from scratch for every visitor, speeding up your site’s load time.
  • Image Optimization plugins like Smush, ShortPixel, and Imagify can automatically compress and resize images upon upload and even convert them to formats like WebP.
  • Asset Optimization plugins like Asset CleanUp and Perfmatters let you disable unnecessary scripts (CSS and JavaScript) from loading on specific pages where they aren’t needed, reducing bloat.

Installing plugins on WordPress is pretty straightforward, but if you need help, I recommend going to WPBeginner for easy tutorials (not sponsored).

Tools to test your website speed and benchmark improvements

You can’t improve what you don’t measure. Regularly test your page speed using online tools like these (not sponsored):

  • Google PageSpeed Insights: Provides scores for mobile and desktop, highlighting specific issues and opportunities for improvement. Focus on metrics like Largest Contentful Paint (LCP), Interaction to Next Paint, INP, and Cumulative Layout Shift (CLS), known as Core Web Vitals.
  • GTmetrix: Offers detailed performance reports, waterfall charts showing load order, and allows testing from different locations.
  • Pingdom Website Speed Test: Displays performance grades, page size, load time, and request counts.

Use these tools before making changes to get a baseline. Then afterward, make the changes described in this section to see the impact of your optimizations.

Once you’ve got your site loading quickly, visitors need to be able to find their way around easily, which brings us to navigation.

Create Clear, Intuitive Navigation

Diagram of two roads where one is clear and green while the other is red and confusing

Your website’s navigation is like a map. If the map is confusing, torn, or leads to dead ends, you’ll get lost and frustrated.

Clear, intuitive navigation design is like a map that guides visitors smoothly through your site to help them find the information they need. Users shouldn’t have to guess where to find something.

The psychology behind effective website navigation structures

Our brains naturally prefer order, hierarchy, and simplicity. If site visitors struggle to find key pages (Services, Contact etc.), they’ll bounce.

Good navigation respects user psychology by reducing the mental effort required to use your site (cognitive load). A principle in psychology of design called Hick’s Law states that the time it takes to make a decision increases with the number and complexity of choices. Keeping your main navigation menu concise with 5 to 7 main items makes it easier for users to process and choose.

Group related pages logically under clear, predictable headings (“Services,” “About,” “Blog,” “Contact”). Keep your main navigation the same across all pages for consistency.

Conduct a navigation audit

Diagram of how to do a heatmap analysis

Not sure if your navigation is effective? Audit your site using heatmaps from tools like Hotjar to identify where your site visitors click most often (not sponsored). Check for broken links, cluttered menus, or buried pages that could frustrate users.

Perform a simple audit with these steps:

  1. List the main tasks: What are the main things you want users to do on your site (learn about services, find pricing, contact you, read blog posts)? These should be your menu labels.
  2. Do a user test: Put yourself in your user’s shoes. Ask a friend who is unfamiliar with your site to complete these tasks using only the navigation. Was it easy? Were there confusing labels? Did you hit a dead end because something was missing or unclear?
  3. Check analytics: Use website analytics (like Google Analytics 4 or Navigation Summary reports) to see how visitors actually move through your site. Are they dropping off at certain points? Are they using the search bar excessively because they can’t find things via the menu?
  4. Run a simple card sort: Write down the main pages/topics of your site on cards (physical or virtual). Ask a few people (ideally from your target audience) to group these cards in a way that makes sense to them. This can reveal intuitive groupings you may not have considered.

Mobile navigation considerations for solopreneurs

With more than half of web traffic coming from mobile devices, mobile responsiveness and navigation are a must.

A mobile responsive website means that its design and layout automatically adjusts to the screen of the device in use.

Common mobile navigation patterns include:

  • Hamburger menu: This three-line icon is widely used to tuck the menu away, saving space. Ensure the menu, once opened, is easy to scan and tap.
  • Bottom navigation bar: For apps or sites with a few core actions, a persistent nav bar at the bottom of the page can provide quick access to key areas.
  • Thumb-friendly design: Place key navigation elements within easy reach of a user’s thumb. Test your site on mobile devices of different sizes.
  • Clear labels: Keep menu item labels concise and clear on smaller screens to save space.

Take a mobile-first design approach, where you design for mobile constraints on a very small device first and then adapt for larger screens. Ensure menus, dropdowns, and buttons function smoothly on smaller screens, and are still easy to read. Using a single-column layout helps too.

A mobile-first design leads to an accessible, cleaner, and more focused navigation overall, and more satisfied users.

Set breadcrumbs and secondary navigation elements

Example of breadcrumbs on WPBeginner.com
Credit: WPBeginner

Breadcrumbs are navigational aids that show users their current location within the site structure. They typically appear horizontally near the top of a page (Home > Services > Web Design). Not only do they enhance usability, but they can improve SEO rankings, as search engines value clear site structure.

Breadcrumbs help users orient themselves and easily navigate back to higher-level pages. Studies by Nielsen Norman Group show users can complete tasks faster when websites offer breadcrumbs, especially on deep, complex sites.

Secondary navigation might include links in the footer (for privacy policies and terms of service) or sidebar navigation for related content within a specific section (like blog categories). Use secondary navigation judiciously to avoid cluttering the main navigation.

A/B testing strategies for navigation improvements

Credit: Invesp

A/B testing (also known as split testing) is a way to evaluate two versions of the same thing.

Once you have some hunches about how to improve your site navigation, use A/B testing to validate them. You could test:

  • Menu labels: Does “Our Work” perform better than “Portfolio”?
  • Item order: Does placing “Contact” last in the menu improve conversions?
  • Number of items: Does a slightly shorter or longer menu affect user flow?
  • Mobile menu style: Does a bottom bar outperform a hamburger menu for your specific goals?

If you want to do an analysis of user habits, use a heatmap to see where users click most on a website.

Start with small, focused tests, and experiment with menu styles, positioning (top vs. sidebar), and category labels. Tools like Optimizely, VWO, and HubSpot allow you to show different navigation versions to different segments of your target audience and measure which performs better against your goals, such as a lower bounce rate or higher goal completions. (This content is not sponsored by these tools.)

Now let’s move on to web design and content.

Design for Visual Hierarchy and Scannable Content

People don’t read websites; they scan them. Your website design needs to establish a clear visual hierarchy to make content easy to scan and digest.

Structure content for F-pattern and Z-pattern reading patterns

Diagram showing how to track eye movements in an F- or Z-pattern

Users typically scan in an F-pattern for text-heavy pages and a Z-pattern for layouts with visuals. Research by Nielsen Norman Group identified two common web reading patterns:

  • F-Pattern: Users often scan in a pattern that resembles the letter “F.” They read horizontally across the top, then scan down the left side, occasionally reading horizontally again on interesting headings or lines. This means placing key information (headings, subheadings, initial sentences) at the top and left is crucial.
  • Z-Pattern: For less text-heavy pages or simpler layouts, users might scan in a “Z” shape, where they look across the top, diagonally down and left, then across the bottom. Use this pattern for landing pages by placing key elements like your logo (top-left), main heading, key visuals/points (along the diagonal), and a call-to-action (bottom-right).

Structure your page layout knowing users will likely scan. Place key elements like headings, subheadings, and bullet points and CTAs to catch their eye along these paths.

Direct their attention with proper contrast, size and color

Visual hierarchy uses design principles to signal importance without explicitly stating it. Key techniques include:

  • Size: Make headings significantly larger than body text. Make important buttons larger than secondary links.
  • Color: Color psychology suggests certain colors evoke specific emotions or actions (in the U.S., blue conveys trust, while red can evoke urgency), but context and contrast are often more important than the specific hue. Use contrasting colors to make key elements (like CTAs) stand out. Ensure sufficient color contrast between text and background for accessibility.
  • Contrast: Contrast draws attention. For example, bold headings and bright CTA buttons stand out against neutral backgrounds. High contrast (dark text on a light background) improves readability and accessibility. Use contrast strategically to draw attention to focal points.
  • Placement: Users perceive elements placed higher on the page or in prominent positions (like the top or center) as more important than others.

Make scannable content with subheadings, bullet points, and short paragraphs

Credit: Microsoft Style Guide

No one wants to read a wall of text. Here’s some ways to create scannable content:

  • Font size: Use a text font size where users don’t have to squint to read. Any font size under 14 points will compromise readability.
  • Short paragraphs: Aim for paragraphs of 1 to 4 sentences, left-aligned. This creates more white space and makes the text less daunting to read. I love using Hemingway Editor to simplify complex sentences and check the reading level of my writing (not sponsored).
  • Meaningful subheadings: Use clear, descriptive headings with the proper heading tag (H2, H3, etc.) to outline the content structure and allow users to jump to sections of interest.
  • Bulleted and numbered lists: Ideal for listing features, benefits, steps, or key takeaways.
  • Bold or italic text: Use formatting to highlight key terms or phrases within paragraphs, but don’t overdo it.

Eye-tracking studies show that concise, scannable text formats can improve usability by 47% (Nielsen Norman Group). These techniques improve readability and help users quickly grasp the main points, respecting their time and scanning habits for all forms of online reading, not just websites.

Effective use of white space to improve readability

Source: ux360.design

White space enhances focus and reduces cognitive load, making your site easier to read. Avoid cramming too much copy into any section of the page by adding white space around elements on your page.

White space helps to:

  • Reduce onscreen clutter: Makes the page feel calmer and less overwhelming to read through.
  • Improve focus: Helps draw the user’s eye to important elements by separating them from surrounding content.
  • Helps understanding: Studies show that good use of white space between paragraphs and in margins increases reading comprehension.


Don’t be afraid to let your content breathe.

Balance text and visuals for maximum engagement

While text conveys detailed information, visuals (images, icons, videos) capture attention, illustrate points, break up text, and evoke emotion.

Images and infographics can complement written content, but too many visuals can overwhelm visitors. To keep things balanced:

  • Include relevant images: Ensure images support the content and aren’t just decorative filler. High-quality, authentic photos work better than generic stock photos to establish trust with your brand.
  • Use icons: Icons can quickly convey concepts and add visual interest to lists or features.
  • Consider using video: Short explainer videos or testimonials can be highly engaging.
  • Maintain consistency: Visual elements should align with your brand identity and the overall design consistency of the site.

Well-structured, scannable content naturally leads the user toward the next step: taking action.

Craft Compelling Calls-to-Action

Credit: Shopify

A call-to-action (CTA) is an instruction designed to get your site visitor to do something, like signing up for your emails, buying your product, or booking a consultation.

Effective CTAs are crucial for lead generation, driving sales, and moving potential customers through your sales funnel (also called a conversion funnel). A weak or unclear CTA means missed opportunities.

CTAs: What makes a person click?

Black woman sitting on desk and looking at her phone

The most effective CTAs tap into basic user psychology to encourage your target audience to act on something. Wording like “Get Started” or “Claim Your Free Trial” emphasizes simplicity and value.

Create CTAs that convert with these characteristics:

  • Clarity: Users need to know exactly what will happen when they engage with a click or tap. Be specific and use action-oriented language. Use strong action verbs (“Get,” “Download,” “Subscribe,” “Book,” “Shop”). Instead of “Submit,” try “Send My Message” or “Get Started.”
  • Concise: Keep CTAs short, with no more than 3 words per button.
  • Benefit-Oriented: Clearly state the benefit or outcome (“Get Your Free Quote,” “Download the Ebook,” “Book a Consultation,” or “Start Saving Today” vs. “Submit”). The text should clearly communicate what the user will get when they engage.
  • Low perceived risk: Assure users (“No credit card required,” “Cancel anytime,” or “Learn more”).
  • Visual prominence: Design the CTA to stand out.
  • Sense of urgency: Mention limited availability or time-sensitive discounts. Phrases like “Limited Time Offer” or “Shop Now Before It’s Gone” can encourage immediate action, but can backfire if they’re overused or seem inauthentic. Use these phrases sparingly.
  • Address objections: Add small text near the CTA to preempt concerns and remove hesitation, like “No credit card required,” “Cancel anytime,” “Free 15-minute call,” or “Secure checkout.” , You can also use social proof (“Join 1,000+ happy customers”). This builds trust right at the decision point.

Best practices for CTA position and color

Where and how your CTA appears matters:

  • Position: Place CTAs in context, where user motivation is likely high, and visible without excessive scrolling:
    • Above the fold on landing pages
    • After compelling benefit descriptions
    • At the end of blog posts.
  • Color: Use a brand color that contrasts strongly with the background and surrounding elements, make the button pop.

    A/B testing different colors is often worthwhile. HubSpot found that red buttons outperformed green buttons by 21% in one test, but emphasized that context is key.

When to use primary vs. secondary CTAs on a single page

Not every visitor is ready to buy during their first visit to your site. Offering options caters to different stages of the customer journey:

  • Primary CTA: Your main desired action (“Buy Now,” “Request a Demo”). This should be the most visually prominent CTA on the page.
  • Secondary CTA: Sometimes, asking for a small, low-risk action first (a micro-commitment) is the right choice (“Learn More,” “Download Free Guide,” “Add to Wishlist”). These secondary CTAs hould be less prominent (an outline style button or text link) so they don’t compete visually with the primary CTA. Examples include:
    • Signing up for a free newsletter.
    • Downloading a valuable free resource (checklist, template).
    • Following you on social media.

Successfully completing these small interactions builds familiarity and a degree of trust, making visitors more receptive to your primary CTAs later in their user journey.

Take a look at these examples from DesignCourse (before and after):

Note that both buttons are styled the same.

These buttons are styled differently, with inverse colors indicating that “Lose Fat” is the primary CTA.

Including both primary and secondary CTAs provides a path forward for more users, potentially capturing leads you might otherwise lose. However, don’t put too many CTAs on any webpage except a landing page. Emails with a single CTA increase clicks by 371% and sales by 1,617%!

Examples of high-converting CTAs for solopreneur websites

Tailor your CTAs to your specific online business model:

  • Service providers:
    • Book Your Free Consultation
    • Get a Custom Quote
    • Download My Portfolio
    • Request Project Details
  • Coaches and consultants:
    • Schedule Your Discovery Call
    • Enroll in the Course
    • Join the Waitlist
    • Access the Free Masterclass
  • E-commerce sellers:
    • Shop Now
    • Add to Cart
    • Buy It Now
    • Explore the Collection
    • Get 10% Off Your First Order
  • Content Creators and bloggers:
    • Subscribe to My Newsletter
    • Download the Checklist
    • Read More
    • Join the Community

HubSpot has even more CTA examples. Remember to test what resonates best with your audience.

Compelling CTAs work best when users trust you, which is where social proof comes in.

Include Social Proof Elements

Credit: CreatorDB

Trust is a key factor when a visitor decides whether to become your customer. Social proof is incredibly powerful for building website credibility and encouraging conversions.

Social proof shows visitors that others already trust and value your products or services. Social proof builds confidence in your brand, because when they see that others had a good experience with your business, they feel safer becoming customers themselves.

Types of social proof most effective for solopreneur businesses

Credit: Vecteezy

You don’t need massive follower counts to leverage social proof. Effective types include:

  • Testimonials: Direct quotes from happy clients, ideally with their name and photo for authenticity. Video testimonials are even more powerful.
  • Reviews: Ratings and reviews on your site or third-party platforms (Google Reviews, Yelp, industry-specific sites).
  • Case studies: Detailed stories of how you helped a client achieve specific results.
  • Client logos: If you’ve worked with recognizable businesses (even small local ones), displaying their logos can lend authority.
  • Metricsand statistics: Mentioning the number of clients served, projects completed, or positive survey results (“95% client satisfaction rate”).
  • Media and PR mentions: Logos of publications or websites where you’ve been featured or made appearances (“As seen in…”).

Place your testimonials, reviews, and case studies strategically

A popup showing customers who bought a program from a landing page

Context matters. Don’t hide your social proof on a single “Testimonials” page. Place social proof where it directly supports the claim or action you want the user to take:

  • Homepage: Feature a few strong testimonials or client logos above the fold or near your main value proposition.
  • Service/Product pages: Place relevant testimonials or case study snippets near the description or CTA for that specific offering.
  • Landing/Checkout/Contact pages: A short quote or trust seal near a form can reassure users at the point of conversion.
  • Case study section: A dedicated area for detailed success stories.

Studies show that placing testimonials near CTAs can significantly increase conversion rates. BrightLocal’s 2023 Consumer Review Survey found that 98% of consumers read online reviews for businesses.

How to gather compelling testimonials when you’re just starting out

Getting those first few testimonials can feel challenging. Focus on quality over quantity. A few detailed, authentic testimonials are better than many generic ones. Here’s how to get testimonials:

  • Start with beta testers or early adopters: If you’re launching something new, offer a discount to early users in exchange for feedback and testimonials.
  • Ask directly: Reach out personally to clients you know are happy with your work. Make it easy for them by suggesting specific questions or offering to draft something they can approve.
    You can also offer to help someone for free in exchange for a testimonial.
  • Use feedback surveys: Include an optional field asking for permission to use positive feedback as a testimonial. Use tools like Typeform, SurveyMonkey, or Google Forms to gather feedback and request testimonial permission.
  • Leverage LinkedIn recommendations: Ask clients for recommendations on LinkedIn, which you can then quote.

Encourage reviews on Google Business Profile, Yelp, Trustpilot, or industry-specific sites. Embed widgets to display these reviews on your site.

Services like Testimonial.to, Endorsal, or Senja make it easy to request text or video testimonials and display them attractively (not sponsored).

You can also include popups on your landing page. Tools like ProveSource show real-time notifications (“Someone just purchased X,” “Jane Doe signed up for the newsletter”) to create urgency and demonstrate activity (not sponsored).

Social proof builds trust, which is especially critical when asking users for information or payment. Let’s look at how to optimize those interactions.

Optimize Your Forms and Checkout Process

Forms (contact forms, signup forms, checkout optimization) are critical points of interaction on your website. If they are confusing, long, or seem untrustworthy, users will abandon them, costing you leads and sales. Streamlining these processes will help you maximize website conversions.

Form field best practices: less is more

Diagram of form and field components

The golden rule of form design is to only ask for information that is absolutely necessary. Every additional form field increases friction and the likelihood your ideal customers will bounce.

Studies have repeatedly shown that reducing the number of form fields can increase the form completion rate. For example, replacing “First Name” and “Last Name” with “Full Name” can reduce cognitive load and reduce the friction of a person hesitant to share their full name. Imagescape found that reducing fields from 11 to 4 increased conversions by 120%, and that principle still holds.

Analyze each field: do you really need it right now? Can you gather some information later? Eliminate optional fields unless you will need them later for email segmentation.

Use progress indicators for long forms

Credit: Dribbble

Progress indicators (“Step 1 of 3,” a visual progress bar) show users where they are in the process, which can reduce uncertainty, keep them motivated as they fill out each section, and reduce overwhelm. Ensure the indicator accurately reflects the remaining effort.

  • Single-Step forms: All fields are visible on one page. Best for short forms (contact, newsletter signup) where the required information is minimal. They feel quick and straightforward.
  • Multi-Step forms: The form is broken down into several smaller sections or steps, often with progress indicators. This is the best choice for longer forms (checkout, detailed applications) as they feel less overwhelming initially. Showing users where they are in the process and how much is left can significantly improve completion rates.

Reduce friction in the checkout process

Allow users to check out as a guest, like B&H Photo and Audio

Cart abandonment is a major issue for e-commerce optimization. The Baymard Institute consistently finds high abandonment rates (70% on average across industries), often due to checkout friction. Some ways to counteract that and turn a casual visitor into a paying customer:

  • Offer guest checkout: Don’t force users to create an account or register before buying. This is a major conversion killer and often causes potential customers to bounce.
  • Be transparent about costs: Show all costs (shipping, taxes) upfront. Unexpected costs are the #1 reason for cart abandonment.
  • Provide multiple payment options: Accept major credit cards, Stripe or other fintech payment processor, and potentially digital wallets like Apple Pay and Google Pay.
  • Keep it simple: Only ask for essential shipping and billing info. Use features like address auto-complete. If the item is a digital download, a street address should not be required.
  • Ensure security: Display trust badges (SSL certificate, payment logos) clearly.

Recover visitors who abandon a cart or form

Credit: Flowium

Even with optimization, some users will abandon forms or carts. To offset this, set up recovery strategies like these:

  • Exit-intent pop-ups: The action of a user who is about to leave the page (mouse moves towards the close button), triggers a popup offering help, a discount, or a reminder to save their progress. Use these carefully to avoid annoying users.
    Studies suggest exit intent popups can recover some visitors who are about to bounce. OptiMonk’s cart abandonment popups (exit-intent popups) had the highest average conversion rate at 17.12%. 
  • Abandoned cart emails: For e-commerce, if you capture an email address early in the checkout, send automated emails reminding users about their cart and encouraging them to complete the purchase, maybe with a small incentive. These emails have high open and conversion rates compared to standard marketing emails.
  • Form analytics: Hotjar and Microsoft Clarity offer form analysis features showing where users drop off within a form, helping you identify problematic fields (not sponsored).

Optimizing forms is crucial, but overall trust depends on more than just smooth interactions. It’s woven into your site’s entire presentation.

Build Trust with UX and Content Design

Trust is the foundation of any successful business relationship, especially when you don’t have face-to-face interaction. As a solopreneur, building website credibility is paramount. Visitors need to feel confident that you are legitimate, professional, and reliable. This trust is built through a combination of thoughtful design and transparent, authoritative messaging content.

Design elements that convey professionalism and credibility

Your website’s visual design, also known as the user interface (UI), creates an immediate first impression. But a professional look doesn’t necessarily mean expensive or flashy, but it does mean attention to detail:

  • High-quality logo & branding: A well-designed logo and consistent brand colors/fonts across your site signal professionalism.
  • Clean layout & white space: An uncluttered design makes your site look organized and easier to navigate. Avoid overwhelming users with too much information at once.
  • High-Quality images: Use clear, relevant, and professional-looking images. Avoid blurry or outdated stock photos.
  • Readability: Choose clean, legible typography. Sans-serif fonts (like Arial, Open Sans, Lato) are generally preferred for web body text due to better screen readability and accessibility. Ensure good font size and line spacing.
  • Responsive design: A site that looks broken or is hard to use on mobile can instantly destroy your brand credibility.

How to humanize your brand as a solopreneur

Black woman smiling while reading her iPad
Credit: Styled Stock Society

People connect with people. As a solopreneur, your personality is your brand advantage (aka your “personal brand”). To show the real person behind your business:

  • Use your real name and a recent photo: Include a friendly photo and personal story on your About page to connect emotionally with visitors. This makes you more relatable and approachable.
  • Share your story: Briefly explain why you started your business and what drives you. People connect with purpose.
  • Use “I” and “You”: Write content in a conversational tone, addressing the reader directly.
  • Show your personality: Inject your voice and style into your writing and design. Let visitors get a sense of who you are.
  • Be responsive: Respond promptly and personally to inquiries. Good customer service is a differentiator among similar businesses.

Building trust isn’t about tricks; it’s about genuinely presenting yourself and your business professionally, transparently, and authentically.

Content that establishes authority in your field

Black woman holding a trophy onstage

Demonstrate your expertise and build credibility through high-quality content:

  • About page: Share your story, experience, and qualifications.
  • Detailed Service/Product Descriptions: Clearly explain the features and benefits of what you offer.
  • Blog Posts/Ebooks: Share valuable insights, tips, and knowledge related to your industry in blogs, ebooks, and newsletters. This positions you as an expert. You can repurpose excerpts as short-form content for sharing on social media.
  • Case Studies/Portfolio/Demo: Show concrete examples of your work and the results you’ve achieved for others.

Well-researched, well-written content shows you know your stuff and are serious about your business.

Clear communication about security, privacy, and policies

Users are increasingly concerned about data privacy and security. Be transparent and make this information easy to find:

  • SSL Certificate: Ensure your site uses HTTPS (the padlock icon in the browser bar). This encrypts data exchanged between the user and your site and is a basic requirement for trust.

    Google Chrome explicitly marks non-HTTPS sites as “Not Secure.”
  • Privacy Policy: Display a clear, accessible privacy policy explaining how you collect and use user data. This is often legally required (GDPR, CCPA).
  • Terms of Service (ToS): Outline the rules and guidelines for using your site or services.

Credit: Nielsen Norman Group

Adding trust badges or seals related to security (SSL logos, payment processor logos like Visa/Mastercard) near forms or checkout areas can also reassure users. Studies have shown that recognized trust seals can positively impact conversion rates, though the effect varies.

Transparency in pricing and business operations

Credit: Entrepreneur Handbook

Ensure that all your business information is easy to find. Hidden costs or unclear pricing structures can erode trust. Some tactics include:

  • Explain your process: Briefly outline how you work, what clients can expect, and typical timelines. This manages expectations and builds confidence. (You can address this in FAQs as well.)
  • Clear pricing: Display your pricing clearly and upfront. If you offer custom quotes, explain your process and what factors influence the price. Avoid making users jump through hoops just to understand the costs of your products and services.
    A Hotjar survey found that site visitors expect to find your pricing within 3 clicks.
  • Be Honest about limitations: As a solopreneur, you may not offer 24/7 support. Be clear about your working hours and response times so customers know what to expect. Honesty builds more trust than overpromising.
  • Contact information: Make it easy for users to contact you (phone number, email address, and physical address if applicable). A lack of clear contact info is a red flag. Displaying this prominently can increase trust.

Put UX at the Heart of Your Solopreneur Website

Optimizing your website’s user experience isn’t just about aesthetics; it’s a fundamental strategy for achieving your business goals as a solopreneur. Ensuring lightning-fast page speed and intuitive navigation design, crafting compelling CTAs and building rock-solid website credibility all play a part in guiding your visitors to becoming loyal customers.

Good UX and content design:

  • Directly impacts conversion rates.
  • Reduces bounce rates and increases session duration.
  • Builds trust and customer engagement.
  • Makes your marketing efforts more effective.

Improving your website’s UX and content is an ongoing process, not a one-time task.

Start by conducting a basic website user experience audit. Pick one or two areas discussed in this article and make changes. Use website analytics and user testing (even informal testing with friends or peers) to measure the impact. Then tweak your design elements and content accordingly.

Wrap-Up

Effective web copy isn’t about clever wordplay or fancy jargon—it’s about clarity, relevance, and customer-centricity. Your visitors arrive with problems to solve and questions to answer. When your web copy addresses these needs directly while guiding users toward a clear next step, you create a frictionless experience that builds trust and drives conversions.

Your website is an “owned channel,” while social media platforms are not. So keep your website up to date. As your business evolves and your understanding of your customers deepens, your website should evolve too. So set up a recurring task to review your web copy every six months or so using this guide.

When you prioritize your users’ needs and create a seamless, enjoyable online experience, you’ll improve your conversion rates, and strengthen your brand reputation and customer relationships. Whether you’re launching a new site or revamping the one you have, these principles will help ensure your web copy works as hard as you do, even while you sleep.

References

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How Can I Use Hotjar to Track Interactions with My Forms? Hotjar.

HTTPS FAQs. Google Transparency Report Help Center.

Kirkpatrick, D. (2016). Google: 53% of mobile users abandon sites that take over 3 seconds to load. Marketing Dive.

Laubheimer, P. (2018). Breadcrumbs: 11 Design Guidelines for Desktop and Mobile. Nielsen Norman Group.

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Lorincz, N. (2024). 18 Popup Statistics You Must Know in 2025. OptiMonk.

Lorincz, N. (2025). Exit-Intent Popup Examples, Tips & Strategies: The Ultimate Guide for 2025. OptiMonk.

Mooney, B. (2008). Fewer fields in a contact form sharply increases conversions. Imagescape.

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