CORNERSTONES
TO BUILD A SUSTAINABLE WEBSITE PRESENCE.

Blog post length is a question that presses on the minds of many business owners. The right blog post length is critical for search engines and engaging readers.

At a time when attention spans are shortening, it’s tempting to create shorter posts. However, longer and more informative posts are best for blog posts.

Balancing consideration for an optimized blog post length that enhances your website’s SEO performance while keeping your audience engaged can be overwhelming.

THE WORD COUNT-SEO CONNECTION

Understanding the relationship between word count and SEO is essential. While there’s no one-size-fits-all answer, search engines tend to favor longer content when it provides value.

After researching your keywords and topic, list what phrases or words you want to include in your blog. Also, create a list of internal or external links that support the content.

As you begin to structure your content, you will likely find that your word count is higher than anticipated. Posts become longer when they incorporate keywords, phrases, internal and external links, and other SEO elements.

The more relevant, helpful content you provide, the more value you provide to your readers while enhancing your ranking potential.

BALANCING LENGTH AND USER EXPERIENCE

Content organization, such as the use of headings, subheadings, and listicles, improve the user experience. To keep readers engaged, ensure the content is scannable and flows in a logical format.

For example, don’t be intimidated by white space. When you incorporate space between elements and sentences, the reader quickly scans and finds the desired content for which they are searching.  

ALIGN GOALS TO DETERMINE POST LENGTH

The purpose of the content guides the choice of post length. Begin by determining the goal of your blog post.  

For example, are you providing instructions on how to complete a task? Are you providing a top-ten list for readers to consider before purchasing a service or product? Or is the post focused on entertaining readers or shedding new insights?

Providing specific instructions may create a lengthy post of valuable content, while a top-ten list may be more straightforward. Opinion pieces may vary in length based on the topic’s relevance at publication time.

UNDERSTAND YOUR READERS’ EXPECTATIONS

If you are a seasoned blogger, examine the expectations that you have set for your readers. In other words, your readers may be confused or disappointed if you typically write 1,500 word blog posts but suddenly produce a few that range between 300 and 500 words.

It’s helpful for new businesses to complete competitor research to understand what readers are used to seeing in that industry. For example, most posts will be 1,500 words or more in copywriting. Attracting new readers away from established blogs is much more likely when you exceed the typical word count.

ADVANTAGES OF VARIOUS BLOG POST LENGTHS

Crafting Short Blog Posts (Up) to 500 Words

Short blog posts, often up to 500 words in length, are concise and to the point. They provide a quick and easily digestible read, catering to busy readers who seek instant information or updates. These posts typically lack extensive details, making them ideal for sharing brief announcements or industry news.

Benefits of Short Posts

Short posts offer multiple advantages for businesses seeking an active online presence. They ensure improved readability, with content that can be scanned in seconds, making it easier for users to find the information they need quickly.

Often, such posts convey time-sensitive information, such as event announcements or breaking news. Their brevity also encourages higher click-through rates and social media sharing, a vital aspect of modern content promotion.

STRIKING THE BALANCE WITH MEDIUM-LENGTH BLOG POSTS (800-1200 WORDS)

Medium-length blog posts, typically ranging from 800 to 1200 words, offer a balance between depth and conciseness. They are perfect for delivering valuable insights and detailed information without overwhelming your audience. These posts are often used for how-to guides, product reviews, or thought leadership pieces.

Advantages of Medium-Length Posts

Medium-length posts hit the SEO sweet spot, offering enough content to satisfy search engine algorithms while engaging readers effectively.

Their extended length lets you comprehensively cover a topic, establishing your authority within your niche. This balance helps keep readers on your page, reducing bounce rates, and potentially boosting conversion rates.

THE POWER OF IN-DEPTH, LONG-FORM BLOG POSTS (OVER 1500 WORDS)

Long-form blog posts that exceed 1,500 words are the cornerstone of content marketing strategies for many successful businesses. These posts dive deep into topics, providing in-depth analysis and extensive information to educate and engage the audience.

Benefits of Long-Form Posts

Long-form posts offer superior SEO performance because they provide helpful, relevant content that often ranks for long-tail keywords. They are instrumental in establishing thought leadership and domain authority, setting you apart from competitors.

To create long-form posts effectively, thorough research and citations are essential. Managing reader attention throughout these lengthy articles is crucial, achieved by using clear and engaging writing and strategically placed visuals.

CONCLUSION

Short, medium, and long-form content have their place in any effective SEO strategy. Each length offers distinct advantages, catering to different objectives and audiences.

If you’re starting out, consider medium length blog posts of 800 words or more. As you gain confidence or as you see the need to boost that number based on your competition, you can adjust the word count.

The two most important takeaways are: 1. Start now. Don’t delay—start building your online credibility today; and 2. Quality content is the cornerstone of online success.

A solid online presence is non-negotiable for businesses. While social media can be a starting point, having a dedicated website is essential.

Let’s explore why websites are vital for your business, the importance of crafting compelling website copy and design, and the essential pages every website should have.

WHY YOUR BUSINESS NEEDS A WEBSITE

As a business owner, you might wonder if investing in a website is worth the time and investment, especially with the power of social media. However, a well-designed, informative website holds immense value for your business.

Build Credibility and Trust

People expect businesses to have websites. An outdated, disorganized, or unprofessional website can damage your business’s credibility. In fact, studies show that 75% of consumers judge a company’s credibility based on its website design.

Outreach and Expanding Your Online Presence

Your website is a 24/7 extension of your business, accessible to a global audience. It’s your star employee who is never late, presents the best impression of your company, and provides the same level of stellar support to your clients.

Whether you’re a physical store or a service-based company, your website can expand your reach and help potential customers learn more about your products or services.

Control Your Brand

Unlike social media accounts, you have complete control over your website. Remember when Facebook, Instagram, and WhatsApp went down in 2021? Businesses relying solely on social media for advertising and sales lost customer communication.

Ensuring your clients have access to you and your services whenever they wish to engage is critical. I’m not suggesting to dismiss social media. However, all marketing efforts, whether related to social media, email marketing, or paid ads, are more successful with a website that potential and current clients can rely on for any information they seek.

GETTING STARTED

Domain Name

Your domain name is your online identity, so choose it wisely. It’s advisable to opt for an SEO-friendly name. Conduct research before you select a domain provider. Be confident that the provider offers a seamless domain transfer experience if you change website platforms in the future.

Platform & Hosting

There are multiple options for website platforms, ranging from DIY to WordPress to custom websites coded by hand.

If you ask ten different website designers, you will likely receive ten different answers. Even if a couple of them agree on one platform, such as WordPress, it’s likely that there will be a difference of opinion on the theme or the host you should use.

Options include:

• DIY builders are popular because there’s no coding required, t’ey’re affordable, and often include hosting and a SSL certificate. Not all are created equal, however, and can miss the most important fundamentals, such as a responsive site, SEO and analytics integrations, etc.

• WordPress is still the OG of website builders, and it still powers nearly half of the websites out there. But some agency platforms are fiercely competitive with WordPress, and sometimes, even often more robust features. For WordPress, you can DIY or hire a developer. There will be a learning curve if you don’t know WordPress already. Plus, you will need to purchase hosting and an SSL certificate separately. If you use a developer, choose wisely.

• Custom website developers code your website by hand. It’s a substantial investment, and rightfully so. The level of expertise and customization is unparalleled. However, for many new or small businesses, the hefty price tag prevents many businesses from this investment.  

You may be wondering right now if it really matters that much if you use a DIY site or one platform over the other.

The answer is yes, it matters. Here are a couple of stats to consider:

88% of consumers who search for a type of business on a mobile device call or go to that business within 24 hours.

According to Google, 61% of users are unlikely to return to a site on mobile if they had trouble accessing it and 40% immediately visit a competitor’s site instead.

The Importance of SSL Certificates

SSL certificates are crucial for website security and SEO. A site with http is a kiss of death for your website. An SSL-secured website begins with “https” signifying a secure connection. Without it, your site will lose trust, causing visitors to bounce away.It’s a no-brainer and considered a must for your site.

CRAFT A WEBSITE WITH SEO AND UX PRINCIPLES

Your website’s success heavily depends on its copy and design quality. Every copwriter out there will give you this piece of advice in some form—ensure you create compelling copy first, and then incorporate the design. Always.

Don’t force your copy to fit into a template; create a design based on your copy. If your website developer insists on sacrificing the quality of your copy to fit a template, find another website developer.

Guidelines for Organic SEO

You have heard of SEO, but it’s okay if you find it confusing. There are different variations of SEO. Here’s a list of SEO options to consider:  

• Organic/on-page SEO—high-quality copy & content based on research, structure, scannable text, etc.
• Off-Page SEO—think review platform, backlinks from credible sources
• Local SEO—optimization customized with local keywords
• Technical SEO—site structure, URL structure, page load speeds, mobile performance
• Paid SEO—targeted optimization for keywords through ads

Eventually, you want your website to incorporate all of these options. But for now, let’s focus on where it all starts—the content on your website.

 Organic SEO

Organic SEO focuses on optimizing your website to rank higher in search results without relying on paid advertising, resulting in sustainable long-term visibility and traffic. It builds authority and credibility, generates targeted traffic, and offers cost-effective marketing benefits, ensuring consistent visibility and attracting high-quality leads over time.

On-page SEO starts with high-quality content with each page of your website focused on a central keyword, service, product, or subject. Search engine algorithms are more sophisticated than ever, and improper practices like keyword stuffing are unacceptable.

Here are some examples of why organic SEO is important:

Google (Search, Images, Maps) currently holds 92.58% of the total search engine market share.

91.8% of all searches are for long-tail keywords.

Google organic search is responsible for 59.2% of the world’s web traffic

76% of people who search for a local business on their mobile phone visit a related business 24 hours

Guidelines for Optimized Copy

Website copywriting is about more than grammar and spelling; it’s how to define your brand and attract your ideal clients.

You may consider creating your website copy. But keep in mind the time and level of expertise needed to craft your message, such as:

Keyword Analysis and Research

• Keyword Analysis
• Proper Structure
• Various Forms of Research
• Webpage Length
• Internal and External Links
• Title Tags and Meta Descriptions
• Relevant, Helpful Copy

Guidelines for a Seamless UX Experience

A positive user experience (UX) is vital for your website. UX determines how your copy guides your website visitors through a specific journey or how to interact with your product or service. It’s also about creating a positive user experience, including fast loading times, easy navigation, and mobile responsiveness.

UX copy should prioritize addressing user needs, emphasizing the benefits and value they will gain by engaging with your brand or taking specific actions on your website.

Plus, your copy should encourage users to take desired actions, such as making a purchase, subscribing to a newsletter, or contacting your business, by employing persuasive language and clear calls to action. Key components include:

• Easy Flow of Text
• Use of White Space
• Tell Your Story
• Simple, Clear CTAs
• Functionality Check
• Image and Video Optimization

Publish Scared

It’s intimidating to hit “publish” on a new or updated website. Your business will continue to grow and evolve, meaning your website will never be “done.” Don’t fall into the trap of thinking you have to include everything in the beginning.

When it is ready, publish. I’m not suggesting that you settle for good enough…but when it is ready, publish. Even if it’s publishing scared.

Conclusion

Your business website is essential for you, your clients, and the growth of your business. It is the foundation of many marketing campaigns.

Create a website that gives your clients the experience they deserve—and that you CANNOT give them on social media.