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How to Format a Blog Post (So People Actually Read It)

Struggling to write blog posts that keep readers engaged? Discover expert tips for formatting your content to improve readability and increase engagement.

Jay Douglas

January 20, 2025

12 min read

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Are you struggling to keep readers engaged with your blog posts? You’re not alone—studies show that 80% of readers skim through blog posts instead of reading them word for word.

The key to capturing attention (and holding it) lies in your blog’s formatting.

When done right, good formatting not only improves readability but also keeps readers on the page longer, helping your message stick.

So before you start skimming away, let’s explore how proper formatting can make all the difference!

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Crafting the Perfect Title

Your blog title is the first impression your content makes, and it can determine whether someone clicks or scrolls past your post. A great title isn’t just a headline—it’s a promise to your readers about what they’ll get from your article. Here’s how to make sure your blog titles hit the mark:

  • Keep it concise: A title should be 60 characters or less to avoid being cut off in search engine results. This ensures your title remains fully visible and impactful on platforms like Google and social media.
  • Be compelling and accurate: Your title needs to clearly and efficiently convey the purpose of the article. Readers should know exactly what to expect while feeling intrigued enough to click.
  • Use numbers when applicable: Titles with numbers often perform better because they give readers a sense of structure and specificity. For example, “7 Simple Tips for Better Blog Formatting” is more engaging than a vague alternative.
  • Incorporate your primary keyword: Make sure your title includes the main keyword you’re targeting for SEO. For example, if you’re targeting “blog formatting tips,” ensure the phrase is naturally integrated into the title. This improves your chances of ranking higher in search results.
  • Avoid clickbait: Misleading titles may attract clicks in the short term but will damage your credibility and increase your bounce rate when readers feel let down by the content. A clear and honest title is always more effective in building trust and engagement.
  • Be clear and direct: Fancy or overly creative titles might confuse readers. Simplicity is key. A straightforward title like “How to Format a Blog Post (So People Actually Read It)” performs better than something vague or overly abstract.

Add a Subtitle

A well-crafted subtitle not only complements your blog title but also serves as your meta description, giving readers and search engines a concise summary of your article. It should reinforce the blog’s value and include relevant keywords, all within 160 characters.

For example, if your blog post is titled “How to Format a Blog Post (So People Actually Read It),” a strong subtitle might look like this:

“Struggling to write blog posts that keep readers engaged? Discover expert tips for formatting your content to improve readability and increase engagement.”

This approach:

  • Highlights the reader’s problem (struggling to keep readers engaged).
  • Provides a solution (proven formatting tips).
  • Incorporates relevant keywords (blog posts, formatting tips, improve readability).
  • Stays clear and concise while remaining under 160 characters.

By crafting a thoughtful subtitle, you’ll grab attention, set expectations, and enhance your SEO performance.

Repurpose subtitles as meta description
Another example of a well-written sub title that can be repurposed as your meta description

Writing a Compelling Introduction

The introduction of your blog post sets the stage for your readers. A strong introduction begins with a question to draw them in, answers it with a compelling statistic, and provides a brief overview of how the article will solve their problem. It’s also a great place to subtly introduce a call-to-action (CTA) to direct readers to your product, service, or brand.

Here’s a strong introduction based on the subtitle example above:

Strong blog introduction

Structuring the Body of Your Article

The body of your blog post is where you deliver on the promise of your title and introduction. It’s your chance to provide readers with valuable, actionable insights while keeping them engaged from start to finish. To achieve this, your content should be logically organized, easy to read, and aligned with SEO best practices.

A well-structured body not only answers your readers’ questions but also improves your chances of ranking higher in search results. By incorporating tools like SurferSEO for keyword insights and crafting headings that flow naturally, you create a seamless reading experience that appeals to both users and search engines.

1. Use the 5 W’s for a Complete and Engaging Post

A great blog post addresses all the key questions a reader might have—Who, What, When, Where, and Why/How. Structuring your content around these elements ensures it’s thorough, well-organized, and resonates with your audience.

Each of these “W’s” plays a unique role:

  • Who: Identify the target audience. Who is this post for? Be clear about the people or groups your blog aims to help or inform.
  • What: Define the problem or topic being addressed. What information or solution are you providing?
  • When: Add context or timing where relevant. Highlight if this is time-sensitive advice or tied to a specific trend.
  • Where: Specify where readers can apply the information or where it’s relevant geographically, situationally, or digitally.
  • Why/How: Explain the reasoning behind your advice and offer actionable steps (the “how”) to implement it.

When creating your h2 and h3 headings, ensure they’re:

  1. Optimized for SEO: Incorporate SurferSEO recommendations to include relevant keywords that align with search intent.
  2. Clear and concise: Human-edit them for readability so readers instantly understand what each section is about.
  3. Logically structured: Organize them to guide readers through a natural progression of the topic.

By addressing these questions through your headings and content, your blog will not only engage readers but also improve its performance in search rankings.

2. Keep your blog post the right length and easy to skim

While your blog post should ideally be 1500 to 2000 words to cover the topic in-depth, what truly matters is how you present that information. A lengthy article shouldn’t feel overwhelming or cluttered—it should be concise and formatted for readers in a hurry.

  • Write succinctly: Avoid unnecessary filler. Every paragraph should add value or context to the topic.
  • Focus on readability: Break up the text into short paragraphs (2–3 sentences max) to make it easier for readers to skim and digest.
  • Appeal to busy readers: Use formatting tools like bullet points, numbered lists, bold text, and visuals to help them quickly gather key points.

By making your blog scannable and engaging, you’ll increase retention and reader satisfaction, even for time-crunched visitors.

3. Use FAQs strategically or skip them altogether

FAQs can be a great way to answer common questions about your topic—but only when they add value. Tools like SurferSEO may suggest placing FAQs at the end of your article, but a better approach is to:

  • Include FAQs before the conclusion: This keeps them integrated into the flow of your article rather than feeling like an afterthought.
  • Skip FAQs altogether: If the questions don’t directly enhance your article or feel redundant, it’s better to omit them entirely.

When used thoughtfully, FAQs can help provide additional clarity, but they shouldn’t distract from your core content.

4. Link internally and externally for a richer reading experience

Links are a vital part of any blog post, both for user engagement and SEO benefits:

  • Internal links: Add links to relevant articles or resources on your site to keep readers exploring your content and improve site navigation.
  • External links: Include at least one link to a reputable source that adds authority or supports your claims. Make sure to:
    • Link to non-competing sites or services.
    • Use dofollow links sparingly for trustworthy sources.
    • Ensure links open in a new tab to keep readers on your site.

Well-placed links create a better experience for readers while boosting your blog’s SEO and authority.

5. Use diverse formatting for better readability

Visual appeal is as important as the content itself. To make your blog engaging and easy to read:

  • Break up large paragraphs: Use short chunks of text separated by line breaks.
  • Incorporate formatting tools: Use bold text for emphasis, unordered/ordered lists to organize information, and H2/H3 headings to structure your article.
  • Add visuals: Use images, charts, or infographics where appropriate to illustrate complex ideas.
  • Highlight key takeaways: Use info boxes sparingly (no more than 2–3 per article) to summarize crucial points or clarify concepts.

By combining clear structure with visually appealing elements, your blog post will captivate readers and keep them engaged longer.

6. Use a Numbered List (Where Possible) and Add a TL;DR Table

Numbered lists are a powerful way to structure your blog content, especially for “listicle” type articles. They make it easier for readers to follow along and understand the hierarchy of information.

  • Incorporate numbers in your headings:
    For example, if your article is about The Best Web Hosting Companies for Speed, then each company listed should have a corresponding numbered heading. This clear structure not only improves readability but also provides a logical flow for the article.
  • Add a TL;DR table before the list:
    Including a TL;DR (Too Long; Didn’t Read) table at the start of your numbered list allows readers to quickly skim through the options before diving into the details. The table should briefly summarize the key points, such as the names, features, or rankings, making it easy for readers to find what interests them.

TLDR table example

This approach helps busy readers get the gist of your list quickly. Then, as they scroll down, they can find detailed information about each option in the numbered sections.

By combining numbered headings and a TL;DR table, you create a more user-friendly structure that appeals to both skimmers and readers looking for in-depth insights.

Using Images Effectively in Your Blog Post

Images play a crucial role in making your blog posts visually appealing, engaging, and easier to read. When used thoughtfully, they can break up large blocks of text, reinforce your message, and improve user experience. Here’s how to make sure your blog’s images are effective and aligned with your brand:

Start With a Blog Featured Image (Hero Image)

The blog hero, or featured image, sets the tone for your post and is often the first thing readers notice.

  • Follow your company’s standard template design for consistency.
  • Choose a visually appealing image that matches the article’s topic and grabs attention.
  • Ensure the image aligns with your brand’s colors, fonts, and overall style.

Use Custom-Designed Images in the Body

Custom images add a professional touch and help break up text-heavy sections. Avoid plain stock photos and prioritize designs tailored to your content. All images should be exported in .webp format for faster loading and better web performance. The designer can assist with this. As a general rule, include at least two images within the body of the article to break up text and enhance visual appeal.

  • Design guidelines:
    • Images should complement the article’s content and be evenly spaced throughout the post.
    • Use the brand’s colors, fonts, and logo for consistency.
    • Keep text in images short and clear for easy readability.
  • Image ideas to consider:
    • Statistics (e.g., pie charts, bar graphs).
    • Screenshots with concise captions.
    • Custom illustrations or visuals that align with your message.

Optimize image file names and attributes for SEO

Every image you use should be optimized to boost your blog’s search engine performance.

  • File names:
    • Descriptive and short.
    • Include the target keyword.
    • Use lowercase and hyphens between words.
    • Example: recruiter-viewing-resumes.webp
  • Alt attributes:
    • Provide a clear, concise description of the image.
    • Include the keyword naturally.
    • Example: “An HR recruiter sitting at a desk reviewing applicant resumes”
  • Titles:
    • Match the alt attribute for consistency.

Use captions for screenshots and data visuals

Captions can provide additional context for readers and make the content more accessible.

  • Place captions beneath screenshots or visual elements to clarify their purpose.
  • Keep captions concise while reinforcing the key message.

Design for brand consistency

Custom images should reflect your brand’s identity and professionalism.

  • Use your brand colors, fonts, and styles.
  • Add the brand logo and, where applicable, the website URL as a source.
  • Keep text minimal, using visuals to convey key data like dates, numbers, or trends.

By following these guidelines, your images will enhance your blog’s content while staying on-brand and optimized for performance.

Wrapping Up With a Strong Conclusion: 

The conclusion is your final opportunity to leave a lasting impression on your readers. It should effectively summarize the main points of the article while seamlessly guiding readers toward the next step—whether that’s contacting your business, scheduling a consultation, or exploring related services.

Here’s how to craft a strong conclusion:

  1. Recap the key points: Briefly revisit the main takeaways from the article to reinforce its value. This ensures readers leave with a clear understanding of what they’ve learned.
  2. Make the conclusion relevant: If the article addresses a topic related to your business, tie it back to your services. Highlight how your expertise or offerings can help solve the challenge discussed.
  3. Include a call to action: End with a compelling CTA that prompts the reader to take action. For example:
    • “Ready to boost your content strategy? Schedule a call with our team of experts today!”
    • “Need help optimizing your blog posts for SEO? Contact us to learn how we can help.”
    • “Want to take your [specific challenge] to the next level? Let’s chat—our experts are here to help!”

If the blog’s topic is something your business doesn’t offer directly, adjust the CTA to focus on a related service. For instance, if the article is about a topic outside your core offerings, pivot the CTA to something you do provide that aligns closely with the reader’s needs.

Final Thoughts

Formatting your blog post isn’t just about making it look good—it’s about creating an experience that keeps readers engaged, helps them absorb key information, and encourages them to take action.

By using clear titles, subtitles, the 5 W’s, visually appealing images, strategic linking, and scannable formatting, you can craft blog posts that both your audience and search engines will love.

Ready to grow your traffic and visibility through high-quality link building? Join Link-able for building the most relevant, impactful backlinks that grow traffic.

author avatar
Jay Douglas
Jay is a seasoned digital marketer with over 15 years of experience driving growth for online brands in competitive markets.

Jay Douglas

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