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How to structure blog posts for your business, stop losing sales

Are you a small business owner who is looking to start blogging? Or are you a content writer who is looking for tips on how to structure blog posts for a small business? In either case, you’re in the right place! Today we’ll be discussing some tips on how to structure your blog posts so that they are both informative and engaging for your audience. Most importantly, we’ll look at how you can make sure your blog posts support your business’ sales process. So whether you’re just starting out or you’re looking for ways to improve your current blogging strategy, read on for some helpful advice.

We’ll look at how you can structure your blog to sell your products and services. 

What is the purpose of a blog

Every blog is different, and that’s a good thing! There’s no single “right” way to structure a blog. Instead, your blog’s structure should be based on its purpose. 

The purpose of your blog will heavily influence what kind of content you post, how often you post, and who your audience is.

For example, if you’re looking to generate leads, you’ll want to focus on creating high-quality content that speaks to your target customer’s pain points. Doctors have a wonderful niche where they can blog about their customer’s pain points quite literally. They have some incredibly interesting topics to write on like lifestyle diseases, how viruses spread in pandemics, and common child illnesses just to name a few. Lawyers will have a wonderful time unpacking some common legal problems people deal with every day, like divorce and marital regimes. Software Developers can help their customers by revealing the simplicity and accessibility of no-code apps and website builders. 

On the other hand, if you’re looking to build brand awareness, you’ll want to focus on creating compelling content that tells your company’s story. An architect can put the spotlight on their skills and business with a blog. With every picture, they will entice your eyes and pockets with beautiful designs.

NPOs (Nonprofit Organisations) can unlock multiple streams of funding by blogging. An NPO should be relentlessly posting about the social change it’s trying to affect. NPOs should share their research and projects with their audience. This is a powerful source of credibility and your donors will support your cause if you produce high-quality work. No matter what your goal is, there’s a way to use a blog to support it. So get started today and see how a blog can help your business reach new heights.

Blog post structure for companies that want to blog about their product or service: 

Assuming you want to blog about your product or service to attract new customers, you’ll want your blog posts to be easily found by people who are searching for information related to what you’re selling. You should optimize your blogs for search engines and human readers to maximize your reach. Read What is SEO: Free SEO tutorial for beginners to learn about SEO. 

Search engine optimization will involve key tasks like tagging and categorizing your blog posts. Make sure you include relevant keywords in your blog post titles, as well as in the body of your post. Read How to do keyword research for small business owners: powerful research methods to learn about keyword research strategy. Lastly, be sure to link back to your product or services page in each post.

Blog post structure for e-commerce products and physical products 

Blog post structure for e-commerce products

There are a few things to consider when structuring a blog post for an e-commerce product. 

The first is the angle you’re going to take. Will you be giving an overview of the product and its features? Or will you be taking a more in-depth look at one particular aspect? 

Once you’ve decided on your approach, it’s time to start thinking about the structure of your post. 

For an e-commerce product, it’s important to include plenty of visuals, such as images and infographics. If you’re snapping a shot don’t forget to set the scene for a stunning photo.  You should also provide links to where readers can purchase the product. If you’re blog posting about a physical product you’ll need to focus on providing detailed descriptions and helpful tips. Take a look at this chic description from CourtOrder:

“Known as the sneaker that kept Michael Jordan from leaving Nike, the Air Jordan 3 is a perfect fusion of style and performance. Debuting in 1988, the pair was an instant classic and has been making strides on and off the court ever since. The Air Jordan 3 Retro ‘Racer Blue’ features classic colour blocking on the silhouette that introduced elephant print to the Jordan franchise. Rendered in a dark grey finish, the distinctive crackle pattern appears on the sneaker’s forefoot and heel overlays, while the rest of the upper is executed in white tumbled leather. Contrasting royal blue accents make their way to eyelets, collar and midsole, as well as Jumpman branding hits atop the tongue and heel”. 

Copywriting principles will help you write captivating copy just like this. Read our article What is copywriting? 1 powerful money-making skill to learn more about copywriting. No matter what type of product you’re blogging about, though, remember to keep your post engaging and informative. And don’t forget to include a compelling call to action!

E-commerce blog structure checklist 

  • Targeted Niche 
  • Optimized Title and subheadings  
  • Relevant Keywords 
  • Features and Benefits
  • Links to product pages, landing pages  
  • Multimedia – product pictures, infographics, product videos 
  • CTA – Buy now, product link, call now button

Blog post structure to sell your professional service

Blog post structure to sell your professional service

Any good sales process must be supported by an equally strong blog. A blog allows you to share your company’s story, highlight your products and services, and show your potential customers why they should do business with you. In today’s competitive marketplace, a blog can be the difference between making a sale and losing a customer. Your blog should be designed to complement your sales process, not replace it. By adding lead capture forms, product links, and pop-ups you can use your blog to direct traffic down your sales funnel and onto your money pages. Your blog should be part of your sales funnel. 

Use your blog to build relationships with potential customers. You can reach out to other professionals and businesses to collaborate on blogs. Your customers will love and benefit from the content you produce with other experts. Share insights, surveys, data, and curated entertainment with your readers. Make sure this is content you can produce that your customer can’t find anywhere else. Then, when it comes time to close a sale, you’ll already have a solid foundation of trust to build on. This is how you can build relationships and attract customers online. You’ll also need to add calls to action in your blog posts to help you close sales.

Structure blogs with a call to action  

If you’re running a business blog, you’ll want to make sure that your blog posts include effective calls to action. A call to action is an instruction or request for your readers to take a specific course of action. 

E.g: Should you buy to let? First, answer these 7 questions…

The writers at Ooba did a stellar job of producing valuable content for their target audience. They positioned their products in the blog in a way that helps readers tackle problems they may be facing. Good topic selection, informative content, and strategic product placement will help them convert customers. 

In terms of placement, you might include a call to action at the end of a blog post asking your readers to sign up for your email list or visit a landing page. You might ask them to download a white paper or e-book that you’ve created. Your call to action can even be a video. Including calls to action in your blog posts can help you generate leads and drive conversions. So, what makes an effective call to action? Here are some tips:

– Keep it simple and direct. Your readers should be able to understand your call to action without difficulty.

– Make it relevant to the blog post. Your call to action should be related to the topic of your blog post. For example, if you’re writing about lead generation, your call to action could be something like “Download our guide to generating leads.”

– Use strong language. Be clear and concise in your language choices. Words like “download,” “free,” and “now” can be effective in grabbing attention and driving conversions.

– Include a sense of urgency. Creating a sense of urgency can prompt people to take action immediately. For example, you might use phrases like “act now” or “limited-time offer.”

– Test different versions. Experiment with different calls to action on your blog posts until you find what works best for your audience and business goals.

Professional service blog structure checklist 

  • Informative content 
  • Optimized Title and subheadings  
  • Relevant Keywords 
  • Research and authoritative sources 
  • Multimedia – Infographics and statistics, portfolio pictures, project footage
  • Links to product pages, landing pages  
  • CTA – Call now, meeting booking form, video CTA 

Now you know how to approach and plan a blog for an e-commerce site or a professional service, it’s time to take a look at how you’ll structure the flow of your blog post for maximum engagement. 

How to structure your blog post for maximum engagement 

A well-structured blog post is essential if you want your readers to stick around until the very end. In this section, we’ll give you a rundown of how to structure your blog post for maximum engagement. By following these simple tips, you’ll be able to keep your readers hooked from start to finish!


The first thing you need to do is grab your reader’s attention with an engaging introduction. Introductions should be short and sweet, and they should give the reader a taste of what’s to come in the rest of the blog post. Be sure to avoid anything too dry or boring – you want your readers to be excited about what they’re about to read!

Main Body 

The main body of your blog post is where you’ll really get into the meat of things. This is where you’ll discuss your topic in-depth and provide valuable insights and information. Be sure to break things up into manageable chunks with subheadings so that your readers can easily digest the content. And don’t forget to use strong verbs and active voice throughout – you want your writing to be lively and engaging!


Once you’ve covered everything you wanted to in the main body, it’s time to wrap things up with a conclusion. A good conclusion will sum up the key points of your blog post and leave your readers with something to think about. You might also want to include a call-to-action (CTA) in your conclusion, such as asking readers to leave a comment or share the post on social media. 

Ending on a strong note will leave a lasting impression on your readers and encourage them to come back for more!

Structuring a blog for your business will take a lot of planning. By following these simple tips, you can ensure that your blogs are well-structured and engaging from start to finish. Now that you’ve gone through the process of how to structure a blog for your business, it’s time to get started on writing some content! Keep in mind our tips from earlier about calls to action and using images, and you should be well on your way to creating a successful blog that drives traffic and engagement. If you want to learn more about blogging or digital marketing, be sure to check out our blog page for more great articles.

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