To ensure your blog post or online article is the best it can be, it’s not enough to check spelling, grammar, and punctuation. Sometimes issues of style and structure can detract from your message. Here are five potential problems to look for.
Burying the lede
In journalism, the lede is an introductory paragraph designed to entice a reader to continue reading. (Above the fold is a related term.) Like newspaper articles of yore, your blog posts should always include an introduction to serve as a roadmap for readers. It doesn’t have to be long but it needs to outline what you will be covering and pique their interest so they keep reading. If your post is long, indicate that with phrases like “comprehensive look” or “detailed discussion” so readers are prepared to commit some time. You can also provide a table of contents if the length of the post warrants it.
Assuming your audience has prior knowledge of the topic
There is no guarantee that a person visiting your site possesses the same depth of knowledge as you. Do a jargon check and look for undefined acronyms. Readers forced to search for definitions will get frustrated. If a concept or term requires a long explanation, you can use links to other sources, including other pages or posts on your site. You want to make it easy for a reader without knowledge to get to the information they need, and for someone with the requisite knowledge to bypass those details and continue with the main content.
Walls of text
Long passages of text without breaks can be overwhelming and off-putting. Use headings and subheadings to divide content into manageable pieces.
Bloat
Extraneous text can inhibit clarity. Readers need to get your meaning without having to wade through tangents and asides. Trim any excess in your text to distill your message down to its essence and make comprehension easier.
Rushing to publish and missing mistakes
Always leave time between writing and proofreading, and between proofreading and posting. You need fresh eyes to review your document and should do it twice–after you finish writing and before you click “Publish.”
Further Reading
For ideas on how to structure your blog posts and articles, see How to Write an Article Outline and For Well-Structured Content, Think Like a Librarian.
Photo of Linotype printing press by Wendelin Jacober on Pexels.