How to write Blog Articles that Attract Customers

Apr 10, 2023 | Blog, Sales and Marketing

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Orbit’s survey shows that only 22% of blogs produce good marketing results. And that figure has been declining steadily for the past three years. But why? Perhaps there’s a lot of generalized advice in the content marketing industry, like “write for users, not Google” or “high-quality content ranks higher.”

But what does it all mean? Where are the specific recommendations? You’ll find them in this article. Below we detail the 13 essential elements without which you can’t write an outstanding blog that attracts customers.

Interesting subject matter

You need to write about topics that are interesting to your target audience. You’ll have to do preliminary research if you don’t know what it likes.

Look in Google Analytics, from which pages of the website come leads. Ask your sales staff what questions potential customers ask most often. Research what users are looking for on your website. Talk to potential customers on social media and in industry groups. They are probably discussing topics that are of interest to your target audience.

Human-readable URL

Google recommends using a simple and short URL structure. Don’t include long ID numbers or date-related elements. Complicated URLs are disliked not only by users but also by search robots.

If your website has a lot of URLs of this type, it’s best to replace them:

Much nicer to look at:

The URL should briefly describe what the user will see on the page if he or she clicks on the link.


Having an author adds credibility and context to an article. Link his or her name to the profile page where readers can explore other articles. Show them that there’s a real person behind them.

Providing links to the author’s social media account is also desirable. This may encourage readers to find the author there and talk to him or her.

Table of contents

Compose the content for the article and place it at the beginning of the article. This will help organize the content and make it easier for users and search robots to navigate. 

Add anchor links to the content, allowing readers to quickly navigate to the right section. Search engine robots love the table of contents, too – it’s used to form a quick response.

Strong headline

A strong headline attracts an audience and provides views. Even the best text gets lost on the Internet without a proper headline. It should be catchy and catch the readers’ attention, making them click on the link.

Interesting introduction

A strong headline draws users to the website, but the introduction makes them stay. The reader should understand from the first lines what you are going to tell about.

However, do not reveal all the cards at once. The user should find answers to the questions that arose during the article.

Optimized subheadings

Headings and subheadings show key elements of a topic, making it easier for readers to navigate. And using keywords in them helps search engines understand what your content is about. That doesn’t mean you have to necessarily include keywords in your subheadings. They should fit the meaning and fit naturally.

Subheadings should be formatted according to the tag hierarchy. For most articles, H2-level headings will be sufficient. 

Optimal length

Even though there is an average recommendation to write articles of 1500-3000 words, by and large, the length does not matter. What matters is the style of writing, the topic itself, and the target audience. If you don`t have copywriters, you can turn to Essay Tigers, who have excellent writing experience. Their skills will allow you to transfer your content marketing to a new level.

Use Google Analytics to track the depth of page views. This will give you an idea of where readers are closing the article. You can hide some of the text in a clickable note. This will allow the reader to interact more deeply with the text.

Attractive visuals

Visuals are perceived faster than text. That’s why it pays to break up large amounts of text with images and to visualize numbers and complex data in charts and graphs. And don’t forget to optimize pictures!

Selling conclusion

By the end of the reading, the user may have forgotten some of the key points that were mentioned at the beginning. But the point of a conclusion is not to repeat the points mentioned but to get the audience to take action.

Perhaps you want the reader to sign up for a newsletter or order a service or product. Inspire the user to take the desired action.

Useful links

A good blog article offers intuitive navigation not only for users but also for search engine robots. Internal links help connect blog topics and provide readers with new information. External links are best used to cite sources and as proof of high-quality content.

John Mueller, Google’s Search Advocate:

“It’s something where internal linking is super critical for SEO.

I think it’s one of the biggest things that you can do on a website to kind of guide Google and guide visitors to the pages that you think are important.

And what you think is important is totally up to you.

You can decide to make things important where you earn the most money or you can make things important where you’re the strongest competitor or maybe you’re the weakest competitor.

With internal linking you can really kind of focus things on those directions and those parts of your site.

And that’s not something that you can just replace with structured data”

Schema markup

Schema helps search engine robots identify a page as a blog post rather than a product, system, or other content. Several types of Schema markup apply to blog articles, posts, and news articles.

Related articles

Imagine that you have already written a well-structured blog article that includes search engine optimization and quality text that informs and entertains the reader. Now it’s essential to keep the user on the website and increase the likelihood that they will come back. Offer him or her other blog content that is related to the topic. Use other content promotion techniques besides related articles, like email newsletters or Q&A platforms.


Many businesses are building link profiles and advertising their blogs on social networks. That is, they promote their blog by the same means that are used for all other types of websites. Of course, this yields certain results, but it’s much more reasonable to put the writing of blog articles first and only then build the strategy of its promotion.


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