Blog Post Layout Guideline
- Marketing Guideline
- Nov 14
- 11 min read
Updated: Dec 2
Build Posts That Increase Engagement
Your content may be incredible, but if your blog post isn’t structured well, your audience may never fully engage with it. The blog post’s layout directly impacts how visitors read, share, and interact with the content. It’s time to decrease your bounce rates, elevate your SEO rankings, increase visitors’ time on site, and ultimately drive conversions.
Let’s walk through the steps to create a clean, well-designed post that’s easy to engage with and optimized for search engines. Whether you’re publishing articles, videos, podcasts, or a mix, this guideline covers the structure that keeps your audience engaged and moves them toward your next goal.
The Universal Blog Post Structure (For All Formats)
Here's a universal cheat-sheet that will work for any blog post, regardless of what kind of content you publish.
What to include:
Hook: Capture their attention immediately.
Deliver Value: Fulfill the promise of your title.
Guide Them: Lead readers through the content clearly and logically.
Conversion: End with a clear call-to-action.
SEO Foundation: Support readability with an optimized structure (for both your visitors and SEO indexing).
Think of your post like a helpful conversation: you want your reader to feel welcomed, informed, and ready to take the next step.
Are you on the right track? Take one of your blog posts (it can be any one, your choice) and see if it follows the flow listed above. Keep this handy as we are going to go through each of the items above in detail throughout this guideline.
Core Page Layout Elements
Ok here we go. Let’s take a look at all of the layout elements that should go into your blog posts. This is your checklist for any post you create.
Put it into action: Grab one of your existing posts, and let’s walk through the steps below to elevate it from good to great.
1. Page Title / Headline
Your headline is the first, and sometimes only, chance to hook your reader. It should:
Be clear, specific, and keyword-rich.
Speak directly to a problem or an outcome that resonates with your viewer.
Include tailored, benefit-driven language to create a meaningful connection.
Examples:
“How to Build Your Email List Fast (Even If You’re Just Starting Out)”
“The 10 Best Toys for Small Dogs”
Take a look at any blog post title on this website (I usually listen to my own advice)
Create your headline: Take your article and draft a few options. Do they match each of the bullet points above? Choose your favorite one and let’s move onto the next step.
2. Intro Paragraph (The Hook)
Your title grabbed their attention, now this is your chance to keep it. In the first 10 seconds your introduction should quickly:
Keep their attention
Speak directly to your reader’s needs or pain points
Show them what they’ll learn or gain by reading further
Think of your intro as your first impression, and it's best to keep it short and inviting.
Make an impression: Read through the first paragraph or full intro to the post. What adjustments would build a stronger connection with your reader? If it helps, pretend you are explaining this to an actual person, how would you convince them they need to read further?
3. Featured Image or Hero Section (Optional)
An image is worth a 1000 words is so cliche, but for some reason it keeps working out that way so let’s go with the flow. High-quality images instantly tell the reader what your article is about and sparks an emotional connection.
Featured images should:
Reflect your topic visually.
Match your brand style and tone.
Spark an emotion with or make a connection with your viewer.
Be properly sized for both desktop and mobile.
If you’re posting video or podcast content, use a strong thumbnail or cover image. This is true across all of your platforms, if someone only sees your image, this alone should make them want to click on your content.
Select the right image: Determine if your feature image fits the criteria above or if you need to change it out to make your article, podcast or video even more desirable.
Order: Depending on your blog your feature image might be at the top of the page or it might be towards the top of the page. This is totally up to you and what design you want to go with. In this website I don’t have a Hero Section, we just dive right into the content. Maybe I’ll change that one day, but it goes with my site’s brand - guidelines.
4. Table of Contents (Optional)
This is a great addition for longer posts. Some readers might get intimidated or turn away from long content because they don’t know if it is worth the time in going through it all. A table of contents gives them a teaser of what to look forward to.
The benefits of having a table of contents:
Helps readers navigate sections easily
Improves SEO by reinforcing your heading structure
Decreases bounce rates because readers know there is something in it for them
Allows for anchor links
Pro tip: If you feel your article would benefit from a table of contents, set up anchor links. This way readers can jump down to the sections that they are most interested in, or if they are returning they can find the information they need quickly. How do you do this? Just google: your website platform + add anchor links to blog post. Your search engine will pop out the directions for you.
5. Main Content Block
This is the main course of your post. It’s your content served up with a hefty side of value. For this area you need a well organized layout that feeds into both the user experience and search engine optimization.
Main content block layout best practices:
Topic organization: Using a logical heading structure (H2, H3, etc.) so readers can easily know what content is where and they can skim and skip to the areas that interest them the most.
Short paragraphs: Paragraphs should be 2-4 sentences on average. This might seem short, but people’s attention isn’t what it used to be. Plus this displays best on mobile.
Scannability: Break up content blocks by adding bullet points and numbered lists for the best user experience. Don’t be afraid to utilize your spacing and white space to make long content more palatable.
Visual breaks: Another great way to break up text blocks is by inserting images, graphics, pull quotes, or block quotes.
The goal is to create the best user experience for both casual skimmers and more engaged readers. By organizing your content with these best practices, you’ll build trust and naturally turn your audience from quick browsers into deeper, more invested readers.
Optimize your post: Take your blog post and apply each of the best practices listed above. Do you have well structured topic organization, short paragraphs, is it scannable and do you provide enough visual breaks?
6. Embedded Media
Ensure you are building the best viewing experience for your users on your media rich blog. Always place your video or podcast episode near the top of your post, giving visitors instant access to your main content. Use supporting text below your media to help search engines understand your topic, improve accessibility, and guide readers deeper into your content.
Let’s break it out by media type.
For video posts
Place your video player near the top.
Include a full transcript or summary underneath.
Include any tools or resources mentioned in the video.
Video Design Tips: Your video player is the star of your page. Ensure that it works for your audience. Pick one that displays amazingly on the page as it is, has expanding options to fit the entire width of the page, and allows the best mobile viewing experience.
For podcast posts
Embed your audio player near the top.
Offer an episode summary or timestamp breakdown for easy scanning.
Podcast Tips: When someone is consuming content from your page they want to be able to listen at home and on the go. Give your audience options that link to their favorite podcast app or provide them with a player that works well if they are not on wifi. This way they can take and consume your content in the car, on a walk or wherever they want to be.
For mixed media
Use embeds thoughtfully to build a rich user experience while not overwhelming the layout.
Balance your text with embedded media for a smooth flow.
As you get to understand your audience you will be able to adapt your layout to their preferences of how they like to consume your content. As you are building these pages think: Customer Experience + SEO.
Pro Tip: Use embedded players or provide links from the social channels (i.e. YouTube) you are hosting and promoting this content on. This will allow for your followers to consume your content on their preferred channels and also grow your social media audiences.
7. Drive Engagement with a Clear Next Step
What’s the next step in your customer’s journey? Every post should guide your audience toward something meaningful. Whether you’re focusing on lead generation, encouraging memberships, or simply directing them to their next piece of content, each post should have a clear, intentional next step built into its layout.
Next step options include:
Email list signup
Become a Member to gain access to exclusive content
Related content
Product or service offers
Lead magnets (free download, checklist, webinar)
Think of this as guiding your website visitors into making a deeper connection with your brand. Make your CTA prominent, but not aggressive. It should be positioned naturally at the end or within content blocks.
Guide Readers Forward with Related Content: For content-focused pages and blog posts, I always recommend including related content to guide visitors to their next destination. It’s perfectly fine to pair a call-to-action (CTA) with related content—just use the rule of 1 to 3 options. Give your audience a few clear, relevant options to choose from, no more than three options. More than that, and they’re likely to feel overwhelmed and click away instead of continuing their journey.
Connect your audience: For your sample article determine what the most powerful next step is to lead your audience to after consuming your content. Determine how you want this to be displayed at the end of your article or post.
8. Author Bio (Optional)
An author bio isn’t a must-have, but it can be a valuable trust-building element. It gives you a chance to showcase your expertise and create a more personal connection with your readers. If you're the sole writer for your blog, a strong About page may be all you need. However, if you feature multiple contributors or guest writers, including an author bio is a great way to highlight each voice, build credibility, and give credit where it’s due.
Author bios can include:
Short professional bio
Headshot
Relevant credentials or experience
Social media links
Style Tip: If you want to keep author bios short on your articles, create a condensed version and link this to a bio page on your site where you have profiles for all of your contributors. Have this bio page open in a new window when clicked on.
Try it Out: When determining if you want to include an author bio play around with it on a blog post and see if you like the way it looks. Take a look at having it at the beginning or the end of your article and make a decision based on your personal preference.
9. Comments Section (Optional)
Activating the comments section is another personal preference choice for your content post layout. Comment sections allow readers to leave comments and share feedback, so it is a tool to help build community engagement.
Pro Tip: Always monitor your comments. It is possible that bots or people looking to troll sites will leave less than desirable comments. Make sure you carve out time to ensure that comments are appropriate and follow your site’s guidelines.
SEO Structure Considerations
A well-laid-out blog post should naturally support SEO. Build a system for yourself to follow for every blog post and you will set yourself on the right track.
Create search engine optimizations by:
Including your main keyword or keyword phrase in the title, headers, URL slug, meta title, and meta description.
Using proper heading hierarchy (H1 for your title, H2 for main sections, H3 for subsections, etc.)
Using descriptive alt text for images that include appropriate keywords.
Add internal links directing to other relevant posts.
Utilize your platform’s internal tool, or any added SEO tools’, checklist. These are an amazing pulse on what needs to be included on each page for healthy SEO optimization.
Create an SEO plan: Write down a short plan of action of how you will go about adding SEO into your posting strategy. Take a look at the SEO tools built into your site or that you added to your platform to ensure you are taking advantage of every possible opportunity.
Visual & Brand Style Considerations
Use your brand’s style guide to keep every post looking consistent and on-brand. A clean, cohesive look not only builds trust with your audience but also makes your content feel professional, credible, and worth sticking around for.
Some quick tips:
Stick to your brand fonts, colors, and styles across every post
Use consistent image formats and sizes
Write text in your chosen brand fonts for your website (use one to two different fonts)
Keep plenty of white space for readability
Avoid cluttered sidebars or excessive pop-ups
Mobile Optimization
When you are writing and laying out your blog posts, always be thinking about your mobile consumers. This can take a little getting used to as it goes against most of what we were all taught in school. The mobile screen has limited space, and we don’t want to make our readers feel like they are reading a text book. Plus content just behaves differently on mobile.
A huge percentage of your audience will access your content via mobile. Always:
Use larger font sizes for mobile readability
Break up large sections of text
Keep headlines and CTAs thumb-friendly
Ensure buttons and links are easily tappable
Avoid heavy media files that slow download speed
Test your blog design on multiple devices
When building your post ensure that you are designing the layout for both mobile and desktop.
Understand your audience: Once you have enough data, pay attention to the percentage of visitors who are using desktop vs mobile. Most sites will see 50% or higher on mobile. If you are seeing this then design with a mobile-first strategy (meaning build out your site for mobile and then adjust for desktop).
Take a look: If this is a new area for you, I highly recommend going through different blogs, vlogs and content-focused sites on your mobile device. Write down what you enjoyed about your browsing experience and where your pain points were. This will give you a great start on formulating what type of experience you want to create for your own audience.
Internal Linking & Suggested Content Strategy
One of the main goals of a content website is to keep visitors engaged and exploring more of what you offer. To make this happen, you need a clear strategy for guiding readers to their next piece of content. This isn’t something to leave to chance, so plan it out and build it intentionally into every post.
Some items to consider:
Add internal links into your post. Start with 2-4 links peppered throughout your post that dive deeper into certain topics that were touched upon. These can be within a paragraph or at the end of a section.
As mentioned above, use related posts blocks at the end of your post.
Determine what deeper paths your readers will want to go down based on, 1. What their needs are, and 2. What will most interest them after consuming this piece of content. (This is how you build out Customer Journeys)
In your master content strategy doc create a column that you can list related content posts.
Pro Tip: If you’re adding internal links within your post to suggest related content, have those links open in a new window. This way, your readers can explore additional content without losing their place, and they can easily return to finish the original article when they’re ready.
Your Next Steps for Better Posts
The best way to discover what’s best for your own content website blog post layout is to have a plan and then play around with it until you are happy with the flow and how it looks. Take your sample post that you have been developing throughout this article and lay it out in a post. Go back through the steps above and figure out where you can make adjustments.
Moving forward, pay close attention to your analytics. Data points to look out for: Time on page, video/audio play length, number of pages, next path (are they clicking on the links you placed in your post, time on site. These data points will help you adjust your current posts and in developing new posts so you can best serve your audience and keep them on your website for longer.
What to Dive Into Next:
Let's keep this momentum going and build out an amazing website experience. So where do we go from here? Check out one of these guidelines: