How to be a brilliant blog writer

Ready. Set. Blog.


Not so fast! Before you start typing, ask yourself a couple of questions:

  • What do I want to communicate?
  • Who do I want to communicate to?

Each blog you write should have a purpose, whether it’s to demonstrate your expertise, reinforce your brand identity or to simply engage with your customers on a level they understand.

Use posts to reach distinct readers by targeting different groups of customers, other industry experts, or perhaps attract attention from potential investors. Whoever you decide to appeal to, make sure that what you write appeals to your chosen market.

Top tips for brilliant blog writing


It’s your blog, which means you have a free reign on what to say and how to say it. But there are a few basic guidelines that all good blog writers stick to, and can make the difference between creating a page that get read, remembered and ranked, and one that gets scorned, slated and sneered at.

  • Write for humans first: When you’re tapping away at your keyboard, pouring words into your computer, it can be easy to forget that someone just like you could be sitting down with a cup of tea and reading your work a few hours later. How do you think it would come across? Is it easy to read? Is the content interesting enough to hold someone’s attention? Would you read your own blog post? If you can bear it, the best test is to ask a colleague or friend to read it first.
  • Don’t stuff with keywords: There was a time when poorly written posts, stuffed with keywords was a strategy used regularly by sites with no shame to optimise their webpages. But search engines got wise to this and, nowadays, a page crammed with unnatural and excessive use of keywords does your web-cred no good at all and can actually damage your page ranking. What’s more, your readers will suss you out may choose not to read your posts in the future. Read Google’s advice on keyword stuffing  to find out more.
  • Write for search engines second: Get step 1 right and a search engine recognises your efforts in writing for real people. Manage to weave some relevant and valuable keywords into the natural flow of the copy, and you’re on to a winner.
  • Don’t stand for sloppy copy: There’s no excuse for lazy blog writing. Take the time to double check your grammar, run a spell check and make certain that your work is error-free. A poorly written blog post can do more damage than good, so if you’re not feeling confident, seek the help of a professional blog writer to either create your blog posts for you or proofread and edit your work.
  • Create appealing and easy to skim-read pages: Online readers are lazy. When faced with a wall of words we get filled with fear and, unless you can persuade us that your work is worth the effort, we’re likely to click the cross. Help your readers out by breaking up your article into manageable chunks, using clear headings and bullet points, and including images or videos that add appeal to your post.
  • Make it easy for visitors to share your posts: Increase the chances of getting your work seen by including links to social networks, such as Facebook, Twitter and Pinterest. Aside from getting your name out there based on valuable reader recommendations, search engines recognise ‘sharing’ as a sign of quality, and you’ll see your page ranking soar as a result.

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lucy@lucygrewcock.comNeed a professional  blog writer? Contact Lucy for a quote and free sample.