Calling all SMEs: 9 tips for improving your blog post writing skills


Blog posts are a great way of engaging with your customers by sharing valuable and interesting knowledge. It’s a channel for the inner workings of your business’ mindset and a place to discuss opinions from both your company and customers.

A blog post is one of the most comprehensive forms of copy your business will generate, so it’s important to make sure that your writing is of a high quality in order to maximise not just your blog post’s readability, but shareability and reach too.

So here at BookingBug, we thought we’d share our blog post writing tips and tricks to get your customers engaged and sharing your content:

Tip #1

Users respond to a bit of humour, so don’t be afraid to crack the odd joke or sneak in some sarcasm, occasionally – you don’t want to reduce your credibility, especially as you are the voice representing the company. Generally, aim to keep a natural and conversational tone.

Tip #2

Stay on topic. A lot of writers often end up taking the blog post off on a tangent without realising it. So it’s important to frequently re-read your work and reel it back in when you think you may be steering off topic.

Tip #3

Be conscious of over-using the same words. Writing generally sounds better when a wide variety of vocabulary is used, as it helps the post to flow better and adds a professional touch to your piece. Use a thesaurus or synonym tool to help, making sure the word you choose actually makes sense.

Tip #4

Storytelling is a great way to further support your points in your blog post. Use examples of your business to make the content relatable. Storytelling is also a great way to introduce your blog post or to set the scene and context.

Tip #5

Stay away from big paragraphs. It’s visually off-putting, and it is often responsible for making users click off the page. Instead, use lots of little paragraphs and even bullet points for lists of information or where appropriate. You want your information to be in bite-size chunks so your readers don’t become overloaded.

Bonus tip: Don’t be afraid to have a paragraph that is only one line long, it’s a great way to draw attention to a particular piece of information or make a statement.

Tip #6

Use headings and subheadings. Headings are a great way to segregate the different points in your blog post, and it also gives users a gist of what topics are being covered. It’s also useful for skim-readers, so these types of readers can get to the point they’re after more quickly and efficiently.

Tip #7

If you’re going to include links in your blog post, include them as part of a sentence. It’s less pushy than saying ‘click HERE’, as it gives the reader the option to gain more information, but on their terms.

E.g. As well as offering advice on writing blog posts, BookingBug also has a similar help article on drafting emails to help boost your response rate.

Bonus tip: Readers don’t like to feel like they are being sold to or being urged to do something. So keep the marketing and product-pushing at a minimum. Try to just entertain your customers and build stronger bonds – not everything has to induce a sale.

Tip #8

Imagery is a great way to break up text in a blog post and make the information more digestible for your readers. Use images that are related to the post and aren’t too large, overwhelming or distracting. Take a look at Buffer’s in depth guide on optimising blog post images for search and social media purposes.

Tip #9

Keep it short. Ideally the most readable blog posts should be half to a full page long. Keep it short, simple and to the point – much like this tip!

With these tips in mind, your blog content should be much more reader-friendly. However, it’s worth trying and testing each of them – making a note of which ones your customers do and don’t respond to, as what works for one company may not work for another.

By learning what works for your audience can help when it comes to writing for your other communication channels too, such as through email. Above all else, learning the best methods of communicating with your customers is the key to improving customer loyalty and ensuring your content and message isn’t overlooked.