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Designing Blog Posts That People Read


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Presentation I gave at Search Exchange 2011 in Charlotte NC where I outline best practices for designing easy to read, easy to consume blog posts.

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Designing Blog Posts That People Read

  1. 1. Designing Blog Posts That People Read<br />Brian Chappell<br />
  2. 2. Overview<br />Important Statistics and Research to consider<br />Tactical Design Improvements<br />Blogs Doing It Right<br />
  3. 3. 900,000 Blog Posts Created On A Daily Basis<br />Src. 2010 Technorati State of The Blogosphere<br />
  4. 4. “On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely” - Jakob Nielsen<br />Src:<br />
  5. 5. Most Visitors Are Using a Screen Resolution Higher Than 1024 x 768 Pixels<br />Src. W3Schools<br />
  6. 6. Check your analytics to see how your audience is consuming your content<br />
  7. 7. The average page visit lasts a little less than a minute.<br />Src: Jakob Nielsen Sept. 2011<br />
  8. 8. What Do All These Stats Mean?<br />
  9. 9. Initial Perception Is Very Important<br />Blog Post Perception = Content + Look and Feel<br /><ul><li>Test Perception with</li></li></ul><li>Less Is More<br />Minimize clutter and utilize just a few call to actions<br />
  10. 10. Clearly communicate your value proposition within 10 seconds.<br />
  11. 11. Play To Peoples Emotions With Blog Post Titles<br />Don’t Be Ugly By Accident! > What Makes A Great Photo > 4 Ways To Take Great Pictures Of Yourself<br />
  12. 12. Craft a Great First paragraph<br />First paragraph should explain what the reader will get out of the post<br />
  13. 13. Pro Tip: Utilize Right Aligned Images in Intro<br />Usability standards shows 60-70 characters is optimal<br />Hard to do because you dont want the width of your blog to be less than 500 pixels<br />
  14. 14. Make It Easy To Scan <br />Headings and Subheadings<br />Bullets<br />Images<br />Quotes<br />Color<br />Bold Important Words<br />
  15. 15.
  16. 16. Whitespace is Your Friend<br />
  17. 17. Whitespace in Design: Before<br />
  18. 18. Whitespace In Design: After<br />
  19. 19. Line ItUp!<br />
  20. 20. Stick To Standards To Alleviate Confusion<br />
  21. 21. Grid: After<br />
  22. 22. High Quality Images Can Set Your Blog Apart<br />
  23. 23. Utilize Paid Stock Photo Sites<br />See Full Chart:<br />Src:<br />
  24. 24. Typography Considerations<br />Choose fonts that are easy on the eyes. <br />Bad fonts can take away from the quality of your content<br />Read More here:<br />
  25. 25. Avoid YAWS <br />Yet Another Wordpress Site<br />Creates User Blindness<br />Be creative with WP design while applying standard usability practices<br />
  26. 26. Length Of Blogposts Matters Right?<br />No right answer, but always try to incorporate variety.<br />
  27. 27. What Does Success Look Like?<br />
  28. 28.
  29. 29.
  30. 30. Summary<br />Create consistency to set user expectations<br />Make it easy to read by following standard usability practices<br />Keep It Simple<br />
  31. 31. Thank You Find me on Twitter @brianchappellor contact me at <br />