Ever read a block of text and felt completely lost? It happens. A lot of writing sounds stiff, formal, and, well, robotic. It’s packed with jargon and complex sentences that make you feel like you need a secret decoder ring just to understand the main point.
But what if you could write in a way that truly connects with people? What if your words could make them feel like they’re having a friendly chat with you over a cup of coffee?
In a world where attention is the most valuable currency, how you say something is just as important as what you say.
A conversational style, with its simple language and direct address, is perfectly designed for this behavior. It grabs attention, pulls readers in, and holds them there.
Let me show you how to adopt a conversational writing style to build trust, boost engagement, and keep your readers hooked from the first sentence to the last.
Conversational writing is a style that mimics the patterns and rhythm of natural, spoken conversation. It’s warm, approachable, and personal.
Think of it as writing for a friend rather than for a panel of judges. The goal is to close the distance between you and your reader, making your message feel less like a lecture and more like a one-on-one dialogue.
This approach isn’t just about sounding friendly; it’s a strategic choice that can have a big impact on how your audience receives your message.
Write the way you talk (but better)
It’s popular advice to “write like you talk.” This is a great starting point, but actually, when you write the way you talk, you should make it clearer and more concise.
When we speak, we often ramble, use filler words (“um,” “like,” “you know”), and jump between ideas. But conversational writing takes the best parts of talking—the natural flow, the simple vocabulary, the personal touch—and edits out the messiness.
It’s a polished version of your spoken voice that keeps the personality, while ensuring the message is direct, organized, and easy to follow. (You’re aiming for the clarity of a great public speaker, not the rambling of a long, unfocused story.)
The difference between a conversational and a formal tone
The easiest way to understand conversational writing is to see it next to its opposite: formal writing. Formal writing is what you see in academic papers, legal documents, or traditional corporate reports. It’s impersonal, objective, and often complex.
A few examples:
Formal Tone
Conversational Tone
The organization will implement a new strategy to enhance customer satisfaction.
We’re rolling out a new plan to make you, our customers, happier.
All employees are required to complete the mandatory training by the specified deadline.
Hey team, please make sure you finish the required training by the deadline.
Further investigation is needed to ascertain the cause of the discrepancy.
We need to look into what caused this issue.
It has been determined by management that remote work will be permitted on Fridays.
Good news! We’ve decided you can work from home on Fridays.
See the difference? The conversational examples are direct, use personal pronouns, and feature simpler words. They feel more human and are much easier to understand at a glance.
How a conversational style builds trust with your audience
Trust is the foundation of any good relationship, which includes the one between you and your audience. A conversational tone helps build that trust by making your brand or messagefeel more authentic and relatable.
When you write in a stiff, corporate voice, you create a barrier. It can feel like you’re hiding behind a wall of formality. In contrast, a conversational voice feels open and honest. It signals that there’s a real person behind the words.
A brand voice that is authentic and consistent helps build customer trust and loyalty over time because it makes the brand more memorable and reliable (Gaidar, 2023). People trust what they can understand and who they feel connected to. By ditching the corporate-speak, you’re telling your readers, “We’re on the same level, and we want to help you.”
This isn’t just a matter of preference; it’s about how our brains process information. When text is easy to read, it lowers the “cognitive load,” meaning your reader doesn’t have to work as hard to get the message. This makes them more likely to stay on the page and absorb what you’re saying.
Now that you understand what conversational writing is and why it’s so effective, let’s get into the practical side of things. How do you do it?
Simple Tricks to Write in a Conversational Tone
Adopting a conversational tone isn’t about changing who you are; it’s about letting more of your natural voice shine through in your writing. Here are some simple, powerful techniques you can start using right now.
Use the first and second person (“we,” “I,” and “you”)
This is the fastest way to make your writing feel like a dialogue.
“You” and “Your”: These words speak directly to the reader, making them feel seen and included. It changes the experience from passive observation to active participation. Instead of “A user can benefit from this feature,” you’d write, “You can benefit from this feature.”
“I” and “We”: These pronouns establish your presence in the conversation. “I” adds a personal touch and shows you’re sharing your own perspective. “We” creates a sense of community and shared purpose, making the reader feel like they’re part of a team.
Write with simple words and avoid jargon
Source: Norman Nielsen Group
Imagine you’re explaining a topic to a friend who knows nothing about it. You wouldn’t use technical jargon or complicated vocabulary, would you? You’d use simple, everyday words. Do the same in your writing.
Industry-specific terms can make you sound smart to your peers, but they alienate everyone else. If you absolutely must use a technical term, take a moment to explain it in simple language.
For example:
Instead of: “We must leverage our core competencies to synergize our cross-functional teams.”
Try: “We need to use our team’s main strengths to work together more effectively.”
Clarity always wins over complexity.
Use contractions like “you’re,” “it’s,” and “don’t”
In spoken conversation, we naturally use contractions. We say “don’t” instead of “do not” and “it’s” instead of “it is.” Using them in your writing is a simple cue that tells the reader your tone is informal and friendly.
For a long time, formal writing guides advised against contractions, but for modern web content, they are essential for creating a natural, conversational flow. Omitting them can make your writing sound stiff and overly formal.
Ask your reader direct questions
Source: Learn English with Harry
Have you noticed how questions are used in this article? Questions are a powerful tool for engagement. They break up the text, create a mental pause for the reader, and encourage them to think about the topic in a personal way.
You can use questions to:
Introduce a new section.
Check for understanding (“Make sense?”).
Encourage reflection (“What would you do in this situation?”).
Make a point more impactful.
Asking questions turns a monologue into a dialogue, even if the reader’s answer is only in their head.
Keep your sentences and paragraphs short
When you talk, you naturally pause for breath. Short sentences and paragraphs create a similar rhythm in your writing. They serve as visual and mental resting spots for your reader.
Long walls of text are intimidating, especially on a screen. Here’s a good rule of thumb:
Sentences: Aim for an average of 15 to 20 words. Mix it up with some very short sentences for emphasis. Like this.
Paragraphs: Try to keep paragraphs to 3 to 4 sentences. A one-sentence paragraph can also be very effective for highlighting a key idea.
This structure makes your content more scannable and much less overwhelming for your audience.
Neuroeconomist Paul J. Zak’s research, featured in Harvard Business Review, shows that our brains release oxytocin—a chemical associated with empathy—when we are engaged in a compelling narrative. This neurochemical response makes us more likely to trust the storyteller and internalize the message.
Instead of: “Our software improves efficiency by 30%.”
Try: “Meet Sarah. She used to spend 10 hours a week on manual data entry. After switching to our software, she now gets the same work done in 7 hours, giving her more time to focus on what really matters.”
Stories stick with people long after they’ve forgotten the statistics.
Once you’ve written your draft using these techniques, the most important step comes next. It’s a simple action that can make the biggest difference in your writing.
Read Your Copy Aloud to Find Awkward Phrasing
This might be the single most effective editing trick in a writer’s toolkit. When you read your work aloud, you engage a different part of your brain. You’re not just seeing the words; you’re hearing them. This process reveals awkward phrasing, clunky sentences, and unnatural rhythms that your eyes might have skimmed over.
Why your ear catches what your eye misses
When you read silently, your brain is incredibly efficient. It often autocorrects small mistakes, fills in missing words, and glides over slightly awkward sentences without you even noticing. You read what you intended to write, not necessarily what’s on the page.
However, when you speak the words, that shortcut is gone. You are forced to process each word and sentence structure exactly as it is. Your ear, trained from years of listening to conversations, is a natural detector for what sounds human and what sounds robotic. If it sounds weird when you say it, it will definitely feel weird for your audience to read it.
How to spot clunky sentences and unnatural words
As you read your text aloud, listen for specific red flags:
Sentences where you run out of breath: This is a clear sign the sentence is too long or convoluted.
Words that make you stumble: If you have trouble pronouncing a word, it’s probably too complex. Swap it for a simpler alternative.
Clumsy or repetitive rhythms: Does every sentence sound the same? Do you use the same word too many times in one paragraph? Your ear will pick up on this monotony.
Phrases that just don’t sound like something a real person would say: If you find yourself thinking, “I would never say this in a real conversation,” that’s your cue to rewrite it.
A step-by-step process for an “out loud” edit
To get the most out of this technique, follow a simple process:
Find a quiet space. You need to be able to hear yourself clearly without distractions.
Read at a natural pace. Don’t rush. Speak the words as if you were having a conversation.
Use a pen or your cursor. As you read, mark or highlight any part that feels awkward, clunky, or confusing. Don’t stop to fix it yet—just mark it and keep going to maintain the flow.
Review your notes. Once you’ve finished reading, go back to the parts you highlighted. Now is the time to edit.
Read it aloud again. After making your changes, do one final read-aloud to make sure the new version flows smoothly.
What to do when you find an awkward phrase
When you hit a stumbling block, don’t panic. The fix is usually straightforward.
If a sentence is too long, break it into two or three shorter sentences.
If a word is too complex, find a simpler synonym. (Use an online thesaurus to find them.)
If the phrasing is unnatural, ask yourself, “How would I say this to a friend?” Then write that down. Often, the most natural-sounding fix is the one that comes to mind first.
While your own ear is your best tool, you don’t have to go it alone. Technology can offer a helpful second opinion.
Tools That Help Your Conversational Tone
Modern writing tools can act as a great co-pilot, helping you spot issues and refine your tone. They can analyze your text in seconds and provide data-driven suggestions to make your writing more conversational and accessible.
Use a readability score checker
Source: Readable
Readability scores measure how easy your text is to understand. The most common one is the Flesch-Kincaid Grade Level. This score estimates the U.S. school grade level required to comprehend the text. For most web content, the best practice is to aim for a maximum 7th- or 8th-grade reading level.
Many platforms, like WordPress with the Yoast SEO plugin, have built-in readability checkers. You can also use free online tools where you simply paste your text to get a score.
How apps like Hemingway help simplify your text
The Hemingway App is a fantastic tool specifically designed to make your writing bold and clear. It doesn’t just check for spelling and grammar; it highlights common problem areas that hurt readability:
Sentences that are hard to read: It flags long, complex sentences in yellow.
Sentences that are very hard to read: These get highlighted in red.
Use of passive voice: It points out instances of passive voice, which can make your writing weaker and less direct.
Complex words: It suggests simpler alternatives for multisyllable words.
Adverbs: It helps you cut down on weak adverbs.
Using Hemingway is like having a tough but fair editor looking over your shoulder, constantly pushing you to be more direct and clear.
The benefit of grammar tools for flow and clarity
Source: Grammarly
Tools like Grammarly have also evolved beyond simple spell-checking. The premium versions now offer sophisticated suggestions for tone, clarity, and fluency. Grammarly can detect if your tone sounds formal, confident, or friendly, and it will offer changes to better match your intended voice.
It can also help you rewrite wordy sentences to be more concise and rephrase passages that might be unclear to the reader. These AI-powered suggestions can be incredibly helpful for catching subtle issues and ensuring your conversational style is consistent throughout your piece.
A conversational tone is powerful, but like any tool, it can be misused. To keep your writing effective and professional, you need to be aware of the common pitfalls.
Common Mistakes in Conversational Writing
Writing conversationally doesn’t mean abandoning all the rules. The goal is to be clear, engaging, and professional—not sloppy. Here are a few common mistakes to watch out for.
Overusing slang and emojis
Source: Intellum
While a well-placed emoji or a bit of modern slang can add personality, it’s easy to overdo it. The key is to know your audience. A blog post for Gen Z marketers might benefit from a 🔥 or a bit of slang, but the same approach would likely fall flat in a report for C-suite executives.
Overusing these elements can make your writing seem unprofessional or, even worse, like you’re trying too hard. Use them sparingly and only when you’re confident they match your audience’s expectations and your brand’s voice.
A consistent brand voice is essential for building brand recognition and fostering customer loyalty. When customers can reliably predict a brand’s personality through its voice, it builds a stronger, more trusting relationship.
If your website’s homepage is formal and corporate, but your blog is suddenly filled with casual banter, that inconsistency can be jarring for your audience. Make sure your conversational efforts feel authentic to your brand.
Forgetting basic grammar and spelling rules
Source: Your Dictionary
Conversational does not mean careless. Proper grammar, spelling, and punctuation are still essential for credibility. Errors can make your writing look unprofessional and distract the reader from your message.
While you can bend some rules (like starting a sentence with “And” or “But”), the fundamentals still matter. Always proofread your work or use a grammar tool to catch any mistakes before you publish. A clean, error-free copy shows respect for your reader’s time and attention.
Using filler words
Filler words are the verbal clutter of writing. They sneak into sentences and add length without adding any meaning. They weaken your message and make you sound less confident.
Here are some common filler words to watch out for and cut:
Just
Really
Very
Actually
Basically
In order to (just use “to”)
That (often unnecessary, e.g., “He said that he was going” vs. “He said he was going”)
Many filler words are adverbs (words that end with “-ly”).
Be ruthless in your editing. If a word doesn’t add value, delete it. Your writing will be stronger and more direct as a result.
Wrap Up
Mastering conversational writing doesn’t happen overnight, but it’s a skill that pays off in every piece of content you create. By using simple language, writing directly to your reader with “you,” and telling stories, you can make your work more relatable, engaging, and effective.
But if you take only one thing away from this guide: read your work aloud. It’s the most powerful tool you have for bridging the gap between the words on the screen and the human voice you want your audience to hear. It’s simplest and fastest way to ensure your message sounds natural, clear, and, most importantly, human.
Try one or two of these tips in your next email, LinkedIn article or blog post. You’ll be surprised at how a friendly, conversational tone can help you connect with your audience on a much deeper level.
References
Loranger, H. (2017). Plain Language Is for Everyone, Even Experts. Nielsen Norman Group. Retrieved from https://www.nngroup.com/articles/plain-language-experts/
Zak, P. J. (2014). Why Your Brain Loves Good Storytelling. Harvard Business Review. Retrieved from https://hbr.org/2014/10/why-your-brain-loves-good-storytelling
Ever wonder why some brands just feel more trustworthy? It’s not magic—it’s consistent high-quality content.
But producing great blog posts, videos, and social media updates week after week isn’t easy — especially when you’re a solopreneur without a team. One week you’re ahead of schedule; the next, you’re scrambling to post something.
This guide gives you a clear, repeatable content creation system to produce high-quality content every time.
To create high-quality content consistently, define a clear content style guide, use a content calendar to plan topics, follow a structured workflow for writing and editing, and leverage tools like Grammarly and Hemingway for proofreading. Maintain a consistent brand voice across all platforms, adapt your message for each format, and repurpose existing content to maximize reach. This combination builds trust, improves SEO, and keeps your audience engaged.
Why content quality and consistency matter
Before we dive into the “how,” let’s talk about the “why.”
You might think producing a lot of content is the goal. But what’s the point if it’s messy, off-brand, or full of errors?
High-quality, consistent content isn’t just a “nice-to-have.” It’s the engine that drives brand growth, builds relationships with your audience, and ultimately, helps your business succeed.
Consistency drives real results. Here’s how.
Source: Buffer
Build brand trust and authority with your audience
Trust is the currency of the modern internet. When your content is consistently helpful, well-researched, and professional, your audience learns to see you as a reliable expert.
This brand trust is critical. 77% of customers are more likely to buy a product or service if they follow that brand on social media. An audience can sense whether you’re reliable.
Every error-free article or on-brand video you publish is like a deposit in your audience’s trust bank. Inconsistent messaging or sloppy work does the opposite, eroding the confidence you’ve worked so hard to build.
Consistently publishing excellent content sends signals to search engines that your site is a trustworthy source, which can lead to better visibility and more organic traffic over time.
Create a recognizable and memorable brand voice
Source: VTiger
Your brand voice is your company’s personality. Is it witty and fun? Professional and authoritative? Warm and friendly?
Consistency in your tone and style makes your brand instantly recognizable, no matter where someone encounters it, whether on your blog, on TikTok, or in an email newsletter. This consistent personality builds a stronger connection with your audience.
When your tone and style are consistent, readers know what to expect. This familiarity builds a stronger emotional connection as your audience gets to know you.
Your Foundation for Quality: The Style Guide
If you want to build a sturdy house, you need a blueprint. For content, that blueprint is a style guide.
A style guide is a document that outlines all your brand’s content rules. It’s the single source of truth that ensures everyone on your team—from writers to designers to marketers—is on the same page.
Think of a style guide as your brand’s rulebook for content creation. This document is what turns chaotic content creation into a smooth, streamlined process. It saves time, prevents mistakes, and ensures every piece sounds like you.
Define your brand voice and tone
Your brand voice is what you say, while your tone is how you say it in different situations. Your style guide should clearly define this.
For example, your voice might be “helpful expert,” but your tone could shift from “reassuring and calm” on a support page, to “exciting and energetic” for a new product announcement.
Your style guide should include a list of “we are” and “we are not” words (“We are: clear, friendly, direct. We are not: academic, silly, vague”).
Think: who are you online? Friendly? Straight to the point? Formal or casual? Inspirational or instructional?
Mailchimp, for example, describes its voice as “plainspoken with a dry sense of humor,” and every piece matches it.
Write a few sample sentences in your brand’s voice. Then test them: do they feel right? Ask a friend, then take the time to develop your brand personality.
Establish your editorial guidelines for grammar
Nothing shatters credibility faster than a typo. Your style guide must set clear rules for grammar, spelling, and punctuation.
Do you use the Oxford comma? Do you write out numbers one through nine? How do you format titles? These small details add up to a professional and polished final product.
A 2022 survey by a professional editing service found that 59% of consumers would be less likely to buy from a company with obvious grammar or spelling mistakes on its website (Global Lingo, 2022).
Decide whether to follow AP, Chicago, or a custom style. Document preferred word choices, and how and when you will use things like serial commas, capitalization, numbered lists, and contractions in your writing.
Make a QA checklist: “Use Oxford comma? Yes.” “Capitalize ‘Internet’? No.” Stick to it. Your brain will thank you when it’s time to review a draft.
Clear rules and guidelines make it easier to edit your content and keep a consistent look and feel.
Set content formattingrules
How your content looks is just as important as what it says. Good formatting makes your content scannable and easy to digest. Your style guide should specify standards for formatting items like:
headings and subheadings
bullet points
paragraph length
use of bold or italics
Choose heading styles (like H2 for sections, H3 for steps), bullet styles, and link style. Then build a template to write your draft copy.
Canva Pro lets you set brand kits so every design matches your style guide, something I rely on often (affiliate link)!
Pro tip: If you’re not using Canva Pro, store your style guide in a shared, easily accessible location like Google Docs or Notion.
Now that your foundation is set, let’s build a process that uses it like a well-oiled machine.
A Simple Process for Content Creation
A style guide gives you the rules, but a defined process tells you how to win the game. A streamlined content workflow prevents bottlenecks, reduces stress, and ensures nothing falls through the cracks.
Without a standard, documented content creation process, you’ll waste hours deciding what to write next or redoing work. Here’s a simple, repeatable workflow to keep things going smoothly.
Start with a content calendar for planning
Source: Semrush
A content calendar helps you map topics weeks or months in advance. Planning your content in advance helps you stay organized, align your content with marketing campaigns, and ensure a steady flow of posts.
Use a simple calendar or tool like Notion, ClickUp or Asana to plan:
Seeing your schedule at a glance helps you stay on track and avoid gaps. Revisit it weekly and adjust ideas if needed.
Use content briefs for every piece you create
A content brief is your blueprint that outlines the goal, target audience, main points, and SEO keywords of a piece before you write it. This keeps writing focused, and freelance writers love a good content brief.
By using briefs with freelancers, you ensure every writer starts with the same clear vision, dramatically reducing the need for heavy edits later on. While specific data on briefs is sparse, marketing agencies widely report using content briefs cuts down on revision cycles and improves alignment between strategy and execution.
Implement a clear review and approval workflow
A documented approval workflow is essential for quality control. It defines the steps a piece of content must go through before it goes live.
Even as a solopreneur, build in a pause before publishing to re-read your work with fresh eyes. Your workflow might be:
If you have a team, assign each step, set realistic deadlines, then mark tasks done and move on. This could be as simple as:
Writer – Completes the first draft.
Editor – Reviews for grammar, style, and clarity.
Subject Matter Expert (SME) – Checks for technical accuracy. Use comments in Google Docs or Trello cards for feedback.
Approver – You, a manager or stakeholder gives the final sign-off.
Following a clear review process prevents you from publishing content with errors or inaccuracies, which can hurt your brand reputation.
Establish a feedback loop
Your content process shouldn’t be set in stone. A feedback loop is a system for gathering insights to make your content better over time.
Once content is live, track its performance. Look at analytics like comments, shares, time on page, and bounce rate monthly to see what’s working.
Did it rank for its target keyword?
Did it engage users?
Also, gather feedback from your team (if you have one): Was the brief clear? Did the review process work smoothly?
Source: Emgage (sic)
This agile approach allows you to continuously refine your strategy based on real-world data and team input, ensuring your content engine gets more effective over time.
Ask readers for feedback in posts or via forms. Double down on topics that get engagement, then tweak future topics, tone, or formatting to improve your content.
With your core workflow dialed in, tools can make each step faster and more reliable.
Essential Tools for Editing and Proofreading
Even great writers make mistakes. The right editing tools act as a safety net to catch mistakes and help refine your message. Integrating these tools into your workflow automates parts of the quality control process, saving you time and improving the final product.
The tools in this section can catch mistakes, improve clarity in your writing, and keep your content fresh.
Make grammatical mistakes and spelling errors obsolete
Run your draft through one tool, then skim suggestions. But don’t accept everything they suggest—these tools are meant to assist you, not to be prescriptive. Use your own judgment and style guide.
Check for originality with plagiarism checkers
Source: Elsevier
Original content is non-negotiable for building trust and for SEO. Plagiarism can damage your brand, hurt SEO, and erode audience trust. Plagiarism checkers scan your content against online sources to flag potential matches, catching poor paraphrasing, AI-generated text, and hidden text tricks.
No tool is perfect, so always review the results. Free tools offer basic protection but have smaller databases and weaker privacy. Paid tools provide better accuracy, access to premium sources, and stronger security. Tools like Copyscape and Unicheck ensure your content is unique, which is critical for SEO.
Protect your brand by ensuring every blog, ad, and social post is original before it goes live. If you find overlap, tweak phrases, and reword your ideas so they feel fresh and unique.
Improve clarity with readability analysis tools
Source: Hemingway
Readability is a measure of how easy your text is to understand. These tools analyze your writing and provide suggestions for making it clearer and more concise.
Paste in your draft, fix long sentences and simplify words. Your audience will thank you.
Track progress with project management tools
Trello, Monday, Asana Notion, or ClickUp can keep you on track with deadlines and help you manage your entire content workflow, from idea to publication.
Use them to assign tasks, track drafts, reviews, and schedules. Set up boards like “Ideas,” “Writing,” “Review,” “Published.” It keeps work visible and momentum strong.
These tools help polish your work. But how do you maintain quality across all kinds of content?
Maintain Quality Across Different Content Formats
Your brand exists in many places at once. You might have a blog, a YouTube channel, an Instagram account, and a weekly newsletter.
Maintaining content quality and consistency across all these different content formats is a major challenge, but it’s essential for a seamless brand experience.
Quality means consistency, no matter the format. Here’s how to repurpose your content while keeping your message strong, clear, and consistent.
Adapt your messaging for different content types
Longer content lets you go deeper. Social media content needs punch.
You can’t just copy and paste a blog post into Twitter (X). Each platform has its own language and expectations.
Long-form blog posts allow depth, while a platform like Instagram demands brevity and visuals. A detailed “how-to” guide on your blog can become a quick tip video on Instagram, a professional discussion on LinkedIn, and a short, punchy thread on Twitter.
Source: Aufgesang
Write your core ideas first, then repurpose them: It’s best to start with cornerstone or macro content like a pillar blog post, and then chunk it out to smaller pieces of content.
Infographics – title, sections, icons, brand color pallette
Videos – intro, outro, text overlay, color palette
Duplicate, then customize.
Repurpose long-form content into smaller pieces
Source: sitecentre
Don’t let your best content die after you publish it once.
Repurposing increases the life of your content, and its reach, without increasing workload. For instance, you can re-use content from a blog post for a/an:
This strategy allows you to get the maximum value out of the time and effort you put into creating your cornerstone content pieces. It ensures your core message is distributed widely across all your channels in a format native to each one.
Bonus Tips to Keep Your Content Engine Running
Let’s add some power-ups to your content system:
Audit content regularly – Every few months, review what performed well and what didn’t. Delete or update posts that are outdated.
Batch your work for efficiency – Write three posts or make two videos in one sitting instead of piecemeal. Use that focus time to draft, then edit in batches.
Stay in the know – Continue learning about topics, news and trends your audience cares about. Watch for comments, questions, and common themes in social media for clues, then adapt your plan to deliver on them.
Keep a swipe file and resource list – Save headlines, design ideas, formats, and hooks that inspire you. When writer’s block hits, open it up for fresh ideas. (It’s ok to be inspired as long as you don’t plagiarize.)
Wrap Up
Achieving consistent, high-quality content isn’t about luck — it’s about having the right system. By creating a style guide, following a clear content process, and using the right tools, you’ll produce work that earns trust, boosts SEO, and grows your audience.
start small—draft your style guide, make a calendar, pick your editing tools. Then add visual standards, reuse content smartly, and keep improving. Stick with your system, and in no time, your work will shine—every post, video, and update—day in, day out.Over time, you’ll see your brand authority rise, one post at a time.
References
Adelmann, J. & Kharbach, M. (2025). How Does Plagiarism Checking Work? Educators Technology. Retrieved from https://www.educatorstechnology.com/2025/04/plagiarismcheck.html
Dey, M. (2025). Grammarly vs ProWritingAid Statistics – Which Is Better (2025). Retrieved from https://electroiq.com/stats/grammarly-vs-prowritingaid-statistics/
Johnson, H. (2020). The Big Question: Does Poor Grammar and Spelling Affect Your Business Reputation? Linguix. Retrieved from https://linguix.com/blog/the-big-question-does-poor-grammar-and-spelling-affect-your-business-reputation/
The 2025 Sprout Social Index: Edition XX. (2025). Sprout Social. Retrieved from https://sproutsocial.com/insights/index/
Ultimate Showdown: Grammarly vs ProWritingAid. (2024). Toolify. Retrieved from https://www.toolify.ai/gpts/ultimate-showdown-grammarly-vs-prowritingaid-337115
Vora, A. (2024). How Often Should You (or Your Company) Blog? [New Data]. HubSpot. Retrieved from https://blog.hubspot.com/marketing/blogging-frequency-benchmarks
Ever wonder how some brands just feel right? Their emails, their social media posts, and their website copy all sound like they come from the same person.
It’s not an accident. It’s the result of a strong, well-defined brand voice, and it’s one of the most powerful tools you have for connecting with your audience. Without a clear and consistent brand voice, your messages can become a jumbled mess, confusing your audience and weakening your brand identity.
But you can’t be consistent without a plan. A brand voice guide IS that plan.
Your brand voice guidelines are your company’s rulebook for communication. They define your brand’s personality to ensure everyone who works for or represents your brand is speaking the same language.
This guide will walk you through the simple steps to create a brand voice guide of your own. You’ll learn how to define your voice, document it, and use it to build a stronger, more recognizable brand that truly connects with people.
Before we start building your guide, let’s make sure we’re on the same page about what a brand voice actually is. Getting this right is the foundation for everything else.
Your brand’s voice is its personality and the unique way it communicates with the world. Without defining it, your messages can become mixed, confusing your audience and weakening your identity.
The difference between brand voice and tone
Source: Brandloom
Think of it this way: Voice is your brand’s personality, while tone is its mood. Your personality (voice) stays the same, but your mood (tone) changes depending on the situation.
You have one personality, but you probably don’t speak to your boss the same way you speak to your best friend or your grandma. Your core personality doesn’t change, but your tone adapts to different situations.
It’s the same for your brand. Your brand voice should be consistent, but your tone should be flexible.
Voice: Who your brand is at its core (helpful, witty, inspiring).
Tone: How your brand expresses its voice in a specific context (e.g., using an encouraging tone in a tutorial video or a more serious tone when addressing a customer complaint).
40% of consumers want memorable content from brands, and 33% want a brand with a distinct personality. You can’t achieve either of those without first understanding the difference between your core personality (voice) and its situational expression (tone).
A brand voice is more than just a list of words
While your guide will include preferred words and phrases, your brand voice is so much bigger than a vocabulary list. It’s the underlying feeling you create. It’s the rhythm of your sentences, your use of punctuation, and the emotions you evoke.
It’s easy to get style guides, brand voice, and mission statements mixed up because they are all part of your larger brand identity. But they serve very different functions. Here’s a simple breakdown:
Document
Purpose
Answers the Question…
Brand Voice Guide
Defines your brand’s communication personality.
How do we sound?
Visual Style Guide
Defines your brand’s look and feel.
How do we look?
Mission Statement
Defines your brand’s core purpose and goals.
Why do we exist?
All three need to work together, but your brand voice guide is specifically focused on the words you use to bring your brand to life.
Why Your Business Needs a Brand Voice Guide
Source: Sprout Social
Okay, now you understand what a brand voice is. But is creating a whole guide for it really worth the time and effort?
Absolutely. A brand voice guide isn’t just a “nice-to-have” document for your marketing team. It’s a critical business tool that impacts everything from customer trust to your bottom line.
How a guide builds consistency across all channels
Your customers interact with you in dozens of places: your website, social media, email newsletters, chatbots, and paid ads. A brand voice guide is the single source of truth that ensures the experience is seamless everywhere.
This consistency is what separates the amateurs from the professionals.
Humans are wired to trust what is familiar and predictable. When your brand consistently sounds the same, your audience learns what to expect. This familiarity builds trust over time.
Think about it: if a friend acted cheerful and bubbly one day, then cold and formal the next, you’d feel confused and unsure of them. The same is true for a brand.
How much time do you spend editing content from a new employee or a freelance writer to make it “sound right”? A brand voice guide practically eliminates this guesswork.
It’s an essential onboarding tool that helps new team members understand your brand’s personality from day one. It empowers your entire team to create content with confidence and reduces the time managers spend on revisions. This efficiency is a huge, often overlooked, benefit. Instead of constantly correcting people, you empower them to get it right from the start.
A strong voice makes your brand more memorable
In a crowded market, a distinct personality helps you stand out. A great case study for this is the language-learning app Duolingo.
It’s memorable because it’s so different from the typically dry and educational tone of other learning apps. An analysis of their strategy shows their “entertainment-first” approach to content has been key to their massive organic reach and brand recognition.
Gather Your Core Brand Info
Ready to get practical? The first phase of creating your brand voice guide is all about gathering information. You need to look inward at your company’s foundation to define a voice that is authentic and true to who you are.
Start with your company’s mission statement
Source: Investopedia
Your mission statement is your “why.” It’s the reason your company exists beyond making money. Your brand voice should be a direct reflection of this mission:
If your mission is to “make technology accessible to everyone,” your voice should be simple, clear, and encouraging.
If your mission is to “challenge the status quo,” your voice might be bold, direct, and provocative.
Your values are the principles that guide your brand’s behavior. Are you honest, innovative, sustainable, or community-focused? These values should be woven into every word you write.
Source: Patagonia
A perfect example is the outdoor apparel company Patagonia. One of their core values is environmentalism. Their communication is often brutally honest, educational, and focused on activism.
Their famous “Don’t Buy This Jacket” ad campaign was a direct expression of their value of sustainability. By living their values so publicly, their voice has become one of the most trusted and authentic in any industry.
Describe your target audience or customer persona
You can’t have a conversation without knowing who you’re talking to. Take time to clearly define your target audience. Go beyond basic demographics and think about their psychographics:
Speaking in a voice that understands and reflects your audience’s world is a key form of personalization.
Use examples of existing content
Go on a treasure hunt through your own marketing materials. Look at past blog posts, emails, social media updates, and ad copy. Find the pieces that you feel “just work.”
Create a folder and save screenshots or links to these examples. For each one, ask yourself: What makes this so good? Is it the word choice? The humor? The sentence structure?
This exercise will help you identify the natural voice that may already exist within your brand, giving you a tangible starting point.
Define Your Brand’s Personality in 4 Steps
Now for the creative part. With your foundational information gathered, it’s time to translate it into a distinct personality. This is where you move from abstract ideas like “values” to a concrete communication style.
Step 1: Brainstorm 3 to 5 adjectives
Source: Stephanie Schwab
If your brand was a person, how would you describe them? Try to use personality traits for adjectives when describing how a company should sound.
Make a list of 3 to 5 core adjectives that are also personality traits. (This exercise is about making choices. You can’t be everything to everyone.) Here are some example adjectives to get you started:
Passionate
Witty
Authoritative
Playful
Caring
Formal
Irreverent
Sophisticated
This approach is rooted in the “Brand Personality Dimensions” framework, which organizes brand traits into five core dimensions (Sincerity, Excitement, Competence, Sophistication, and Ruggedness).
Choosing a few key traits gives your brand a clear and consistent character that consumers can recognize. These adjectives will become the pillars of your brand voice.
Step 2: Use a “This, not that” chart
Source: Branded Agency
This is one of the most effective tools for refining your voice. For each adjective you chose, add more context by defining what it is not. This helps clarify nuance and sets clear boundaries for your writers.
Here’s an example for a fictional tech support brand:
We Are…
We Are Not…
Helpful
Patronizing
Expert
Arrogant
Friendly
Overly familiar or silly
Direct
Abrupt or cold
This chart is incredibly useful for course-correcting. If a piece of content feels “off,” you can check it against the “We Are Not” column to see where it went wrong.
Step 3: If your brand was a person, describe them
Source: The Hoth
This is a fun exercise that solidifies the concept: take your adjectives and your “trhis, not that” chart and write a short paragraph describing your brand as a person. This is often where brand archetypes can be useful.
For example, Nike is the classic Hero archetype, focused on mastery and overcoming challenges. Their voice is inspirational, competitive, and empowering. Google is The Sage, focused on knowledge and truth. Their voice is helpful, knowledgeable, and clear.
Choosing an archetype can give you a well-established framework to build upon, ensuring your brand’s personality feels both unique and familiar. Branding agencies still rely heavily on this framework to quickly establish a brand’s core identity.
Step 4: Use simple analogies
Imagine your brand is a person at a party. What kind of person is it?
Is it the friendly, approachable host making sure everyone feels welcome? That might be a brand like Zappos.
Or is it the witty intellectual in the corner sharing fascinating facts? That could be a brand like The New Yorker.
Is it the energetic life of the party telling hilarious stories? You might be thinking of a brand like Old Spice.
This “person” is your brand voice. It doesn’t matter if they’re talking to one person or a group, their personality remains the same.
Build the Sections of Your Guide
Source: Incrementors
You have the ingredients. Now, let’s structure your cookbook. A good brand voice guide is well-organized, easy to scan, and full of practical examples. Here are the essential sections to include.
Brand character
This is the introduction to your guide. It’s a high-level summary of your brand’s personality. This section should include:
It’s the first thing someone reads, giving them an immediate feel for your brand’s voice.
Tone of voice
Source: Semrush
Here, you’ll show how your voice adapts to different situations. You don’t need to cover every possible scenario, but you should outline the most common ones. For each situation, provide a short description of the tone and a “before and after” example.
For example:
Situation: A customer is frustrated with a product bug.
Tone: Empathetic, clear, and reassuring.
Example:
Before (wrong tone): “Your ticket has been received. We will investigate the issue.”
After (correct tone): “I’m so sorry you’re running into this bug—that sounds incredibly frustrating. I’ve passed all of your details to our engineering team, and we’ll get back to you with an update within 24 hours.”
Vocabulary and phrasing
This is where you get specific about the words you use. Create simple lists that are easy to reference.
Words we use:** (“team,” “folks,” “clients,” “customers”).
Words we avoid:** (“users,” “synergy,” “utilize,” “ninja”).
Company and Product Names:** How do you write your company name? Is it “MyCompany” or “My Company”? Be specific.
This section removes ambiguity and helps maintain consistency down to the smallest detail.
You don’t need to write a full grammar textbook. Just document your top 5 to 10 rules.
Put Your Brand Voice Guide to Work
A guide sitting on a server is useless. A great brand voice guide is a living document that you should actively use and integrate into your company culture. Here’s how to make that happen.
Store the guide in an easily accessible place
Source: SecureNet Consulting
Don’t bury your guide in a complex folder system. It should be one click away for anyone who creates content. Store it in a central, cloud-based location that your whole team can access, like:
The key is to make it frictionless for you and those you hire to find and use.
Introduce the guide to others
Don’t just email the guide and hope people read it. Launch it! Hold a short workshop or a “lunch and learn” session to walk your team through the document and how to use it.
Make it engaging. Explain why you created it, walk through the key sections, and do a few fun exercises. You could have your team try rewriting a few sentences to match the new voice. This gets them involved and helps them understand the principles in a practical way.
Share tips on using the guide to review content
Source: Styled Stock Society
The guide should become part of your content creation workflow. One effective way to do this is to create a simple editing checklist based on the guide.
Before publishing any piece of content, the creator (or an editor) can run through the checklist:
Does this reflect our 3 core adjectives?
Does it align with our “This, Not That” chart?
Is the tone appropriate for the context?
Does it use our preferred vocabulary?
Does it follow our grammar rules?
This turns the guide from a static document into an active quality control tool.
Revisit your brand voice guide periodically
A brand voice guide isn’t something that you set and forget.
Your brand isn’t static, and your brand voice guide shouldn’t be either. As your company grows, your mission evolves, and your audience changes, you may need to tweak it.
Plan to review your brand voice guide at least once a year. See what’s working, what’s not, and what might be outdated. This follows agile marketing principles, where continuous iteration leads to better results over time.
Creating a brand voice guide isn’t just an exercise—it’s one of the most important steps you can take to build a powerful and consistent brand identity. By defining your character, choosing your words with intention, and setting clear communication guidelines, you empower your team and/or those you hire to speak with one, authentic voice.
This clarity and consistency will do more than just make your content better. It will build deep, lasting trust with your audience, make your brand instantly recognizable, and create a stronger connection with the people you want to serve. Use this plan to start building your guide today and watch your brand communication become clearer and more effective than ever before.
References
12 Brand Archetypes and How to Know Which to Use for Your Business. (2025). No Boring Design. Retrieved from https://www.noboringdesign.com/blog/12-brand-archetypes
Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356. https://doi.org/10.2307/3151897
Arora, N., Ensslen, D., Fiedler, L., Liu, W. W., Robinson, K., Stein, E., & Schüler, G. (2021). The value of getting personalization right—or wrong—is multiplying. McKinsey & Company. Retrieved from https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
Brand Consistency: Why It’s Important and How to Achieve It. (n.d.) Marq. Retrieved from https://www.marq.com/blog/brand-consistency
Edelman. (2025). 2025 Edelman Trust Barometer. Retrieved from https://www.edelman.com/trust/2025/trust-barometer
Honigman, B. (2022). How Duolingo built a successful $250 million brand by being kind of a jerk. Fast Company. Retrieved from https://www.fastcompany.com/90741819/how-duolingo-built-a-250-million-brand-by-being-kind-of-a-jerk
Joshua. 25 Emotional Marketing Statistics – Key Facts + Case Study. (2025). eComBusinessHub.com. Retrieved from https://ecombusinesshub.com/emotional-marketing-statistics/
Meester, A. (2024). Competing On More Than Price: How Branding Can Build Revenue. Retrieved from https://www.forbes.com/councils/forbesbusinesscouncil/2024/05/09/competing-on-more-than-price-how-branding-can-build-revenue/
Our Core Values. (2022). Patagonia. Retrieved from https://www.patagonia.com/core-values/
Szaniawska-Schiavo, G. (2024). Grammar Drama: These Common Grammar Mistakes Make You’re* (sic) Company Look Dumb. Tidio. Retrieved from https://www.tidio.com/blog/common-grammar-mistakes/
Stahl, S. (2024). B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 [Research]. Retrieved from https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research
The 2025 Sprout Social Index: Edition XX. (2025). Sprout Social. Retrieved from https://sproutsocial.com/insights/index/
Unveiling the 2020 Zeno Strength of Purpose Study. (2020). Zeno Group. Retrieved from https://www.zenogroup.com/insights/2020-zeno-strength-purpose
voice. (n.d.). Duolingo Design. Retrieved from https://design.duolingo.com/writing/voice
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.
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
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.
Case studies of timeless principles applied to real situations
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
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.
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
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
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.
Choose the right posts: Select evergreen blog posts that are highly relevant to a professional audience, and align them with your LinkedIn personal branding.
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.
Rewrite the introduction: Hook the LinkedIn reader immediately by addressing a pain point or a professional aspiration relevant to them.
Adjust the body of the article: Keep paragraphs short. Use bullet points or numbered lists for readability.
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.
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
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
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
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.
Brainstorming and outlining: Dedicate a few hours to brainstorm a list of evergreen topics and create rough outlines for several posts at once.
Research and writing: Set aside dedicated days for writing multiple first drafts.
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.
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.
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/
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.
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.
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
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.
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.
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.
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:
Trace it to the primary source whenever possible.
Check if multiple reputable sources report the same information.
Be wary of claims that only appear on one website.
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.)
MITTechnology 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:
Do your homework first-research their background and previous statements.
Craft specific, thoughtful questions that respect their time.
Explain clearly how their input will be used.
Give them a reasonable deadline.
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.
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:
Source evaluation template: Fields for URL, author credentials, publication date, and your assessment of credibility.
Content research brief: List of questions your article needs to answer, competitor articles to review, and target keywords.
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:
Define specific questions you need to answer.
Set a time limit for initial research.
Stop collecting new sources once you have 3 to 5 solid references for each major point.
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.
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 contenthelps readers digest complex information quickly. Use your research to create:
Charts and graphs showing key statistics.
Comparison tables highlighting differences between options.
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.
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
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?
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.
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)
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.
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
Visual hierarchy is about arranging elements on your page so the most important information stands out. It guides the reader’s eye naturally.
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
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:
The problem-solution framework for practical topics
How-to guides with clear step-by-step instructions
List-based articles that deliver scannable value
The storytelling method for emotional connection
Comparison posts that help readers make decisions
FAQ structure for addressing common pain points
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:
Introduce the Problem: Start by describing the challenge, frustration, or pain point your reader is experiencing. Make sure they feel understood.
Agitate the Problem: Briefly explain the negative consequences of this problem if it’s not addressed. This reinforces the need for a solution.
Present the Solution: Introduce your solution – your product, service, method, or advice. Explain what it is.
Explain How it Works: Detail the steps involved or the benefits of your solution.
Show Proof (optional): Include a case study, testimonial, or data showing the solution’s effectiveness.
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:
You could start by describing the stress of living paycheck to paycheck (Problem).
Next, describe the inability to save for emergencies or fun things (Agitation).
Then introduce budgeting as the Solution.
Explain how to create a budget (How it works).
Tell a story of a client who saved $5,000 in a year using this method (Proof).
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:
Introduce the Goal: What will the reader be able to do after reading your post? State it clearly upfront.
List Necessary Tools or Materials: If applicable, tell them what they’ll need.
Present Step-by-Step Instructions: Break down the process into simple, numbered steps. Use clear, concise language and avoid jargon.
Use Visuals: Include images or screenshots for each step whenever possible.
Offer Tips or Troubleshooting: Add extra advice or address common issues they might encounter.
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”:
State that your audience will learn how to bake amazing cookies (Goal).
List ingredients and tools (Materials).
Provide numbered steps for mixing, baking, and so on (Steps).
Include photos of each stage (Visuals).
Offer tips like not overmixing (Tips).
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
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.
Conclusion: Briefly summarize or offer a final thought.
Here’s how this would flow for a listicle called “10 Time-Saving Apps for Solopreneurs”:
The intro could explain why solopreneurs need time-saving tools.
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:
Setup: Introduce the character (often you or a client) and the initial situation or challenge.
Conflict/Rising Action: Describe the problem, the struggle, or the obstacles faced. This is where you build tension and reader investment.
Climax: The turning point or the moment of realization/discovery.
Resolution: How the problem was solved or the lesson learned.
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:
Start with your initial excitement about a project (Setup).
Describe all the things that went wrong and how frustrating it was (Conflict).
Share the moment you realized what needed to change (Climax).
Explain how you implemented the change and succeeded (Resolution).
End with lessons about perseverance and your advice for the reader (Takeaway).
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:
Introduction: Introduce the items being compared and state the goal–helping the reader decide which is best for them.
Criteria for Comparison: What factors are you using to compare them (price, features, ease of use, pros, cons)? Present these factors clearly.
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.
Summary Table (optional): Summarize the comparison points in a table makes them easy for readers to scan visually.
Recommendation: Offer your expert opinion on which option is best for different types of readers or situations.
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:
Introduce both products (Intro).
List factors like cost, features, and support (Criteria).
Compare Product A and Product B for each factor (Comparison).
Show a table (Summary).
Recommend Product A for small businesses and Product B for larger enterprises (Recommendation) for example.
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:
Introduction: State that this post will answer common questions about a specific topic.
Group Questions (optional ): If you have several questions, group similar questions under broader subheadings (“Pricing Questions,” “Usage Questions”).
List Questions as Subheadings: Make each question a subheading (H3 or H4).
Provide Clear, Concise Answers: Directly answer the question below the subheading. Keep answers focused, concise, and easy to understand.
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.
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:
Introduce the topic (Intro)
Group questions into “Getting Started” and “Equipment” (Group Questions).
List questions like “What microphone do I need?” or “How do I choose a topic?” as subheadings, providing clear answers therein.
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:
Headline Highlighting the Result: Start with the main outcome (“How [Client Name] Increased Traffic by X% Using Our Strategy”).
Introduction: Introduce the client and their initial situation or challenge (the “before”).
Problem: Detail the specific problems or goals the client had before working with you.
Solution: Explain the specific steps, strategies, or services you implemented to help them.
Results: Present the quantifiable outcomes and benefits achieved (the “after”). Use numbers, percentages, and data whenever possible.
Visual Proof (optional): Include charts, graphs, or screenshots demonstrating the results.
Conclusion or Takeaway: Summarize the success and explain what others can learn from this case.
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:”
Introduce Sarah and her scenario of having a small email list (Intro).
Explain her goal was rapid list growth (Problem).
Detail your workshop contents and her implementation steps (Solution).
Show the jump in her subscriber count with a graph or other visual element (Results).
Summarize that targeted training works (Takeaway).
Invite readers to join the next workshop (Call to Action).
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.
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:
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.
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.
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.
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.
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.
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.
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?
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.
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.
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:
Bold or italic text to highlight crucial words or phrases (use sparingly).
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.
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:
Assess Your Capacity: How much time can you realistically dedicate to content each week or month?
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.)
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.
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].”
Break Down Tasks: For each post, list the steps: Research, Outline, Draft, Edit, Format, Publish, Promote.
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).
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.
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?
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.
Hamby, A. & Edson Escalas, J. (2023). Connecting the Plot Points: How Consumers Use and Respond to Narratives. Association for Consumer Research. Retrieved from https://doi.org/10.1086/727829
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.
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.
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.
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.
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.
Product 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).
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.
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.
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.
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.
Check “People Also Ask” (PAA) and related searches
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.
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.
Look at related keywords and “People Also Search For” (PASF) for thematic depth
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.
Identify related terms and entities
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.
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.
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.
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:
Use descriptive file names that include keywords like “creative-seo-writing-tips.png” instead of generic names like “IMG_001.jpg.”
“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.”
“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.
Keep your paragraphs focused and brief, withno 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.
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.
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.
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.
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.
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.”
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.
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:
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:
Brainstorm ideas and angles
Generate outlines based on a topic or keyword
Draft sections of content (introductions, conclusions, specific points)
Rewrite sentences or paragraphs for clarity, tone, or conciseness
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 7th-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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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.
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
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.
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.
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
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.
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.
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?
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?
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.
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
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.
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
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?
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.
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.
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
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.
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
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.
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.
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.
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
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.
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.
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