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the Free CMSWire NewsletterIn 2005, Jakob Nielsen shared what he considered to be the top 10 design mistakes of what was once called the ‘weblog.’ Strikingly, five years later, most (if not all) of them still remain true in the world of the engaged web.
How User Friendly is Your Blog?
However, what has changed since then is the increased popularity of enterprise blogging and the various ways the information can be shared with others. The ‘weblog’ has transferred itself from an online journal into primary vehicle for establishing oneself as an authority and brand champion.
Yet, chances are your company’s blog is not featured prominently on your site, or not optimally marketed to your constituents. Like the other pages on your website, a blog’s usability is just as important to helping convert visitors into customers, as well as establish brand loyalty in the marketplace.
Let’s examine the simple, but effective ways blogs can be optimized to encourage engagement and fidelity. By focusing on three main areas, you can help refine a blog’s content, layout and shareability.
1. Focus on Content
Just as you need a content strategy for your website, your blog also needs direction as well.
Pick a Topic
First things first: what are you writing about? Is it remotely related to what you sell, provide or evangelize? If not, stop writing about it. If your company produces and sell widgets, your blog should not just talk about your widgets, but the nature of widget technology and its impact on the marketplace.
According to Jakob Nielsen,
The more focused your content, the more focused your readers. That, again, makes you more influential within your niche. Specialized sites rule the Web, so aim tightly. This is especially important if you're in the business-to-business (B2B) sector.
Refer to Other Sources
Yet, talk about your products can get old, especially to your readers. In an effort to show the relevancy of your product in the real world, link to news articles that either lend itself to your company’s vision, or debate its merits. Provide context for the article and succinctly write your rebuttal or counter-argument. Including valuable links increase readership and let others know you’re writing about them.
You can also link to your past pieces in newer postings. Don't assume that readers have been with you from the beginning – providing links to previous articles can give them background and context in case they want to read more about your ideas.
Links also enable trackbacks and pingbacks, allowing your content to appear in the comments section of other posts. Be sure to show where your links are going – it not only shows transparency, but it alleviates users’ fears that they may be clicking unsafe links.
Additionally, Jakob Nielsen reminds that the web isn’t high school:
A related mistake in this category is to use insider shorthand, such as using first names when you reference other writers or weblogs. Unless you're writing only for your friends, don't alienate new visitors by appearing to be part of a closed clique.
Headlines, Keywords & Categories
Readers of your blog look to the headline for guidance. Attempt to be descriptive, rather than vague and ambiguous in your headlines. With millions of blogs and new content daily, readers skim, scan, and jump to the blogs with interesting titles. Readers can be also easily enticed by posing interesting questions, making lists, and stating paradoxes or contradictions.
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