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How to end a blog post

How_to_end_a_blog_post

If you're anything like me getting started with a blog post is difficult, but once you've got going it's sometimes hard to know when and how to stop. What is the best way to end and sum up your blog post?

Writing a great attention-grabbing headline and a compelling introduction will encourage your visitors to read on through the rest of your post. You will have outlined what you’re going to be writing about, defined a clear benefit to reading on and reassured the reader that it’s worth their time to read it.  

But having read your article, what do you want them to do next and how do you want to reinforce your message at the end of your post?

Why is a strong conclusion so important?

A strong conclusion to your post can encourage your readers to take some action, which was probably the aim of your post in the first place. It can also make your post and therefore you more memorable.

Don’t overlook your closing paragraphs. By getting it right you could be encouraging your readers to:

  • Leave a comment … great!
  • Share your post … even better!
  • Subscribe to your mailing list or blog … fantastic!
  • Read more posts on your blog, come back another time and so on.

You see where I’m going with this. Make sure that your post doesn’t just fizzle out. It should reinforce the key points that you’ve discussed and it should encourage some action.

Indicate the beginning of the end with a strong sub-heading

Many visitors to your blog will skim through your post. Very few will read the post in its entirety with the vast majority speed reading.

An attention-grabbing sub-heading will draw these visitors back in and they may just be persuaded to read a useful and concise close even if they’ve not bothered with the main body. In some cases (and I know I regularly do this) it will almost work like the introduction and they may even go back up the page to read something they may have missed while speed reading.

Don’t miss a crucial opportunity to make your point and potentially achieve your objective.

Closing paragraph techniques

  • The easiest closing technique is to re-work your introduction and sum up your key message. As mentioned already this can also encourage readers back to the main body of the post. But at the very least it gives you an opportunity to get your key points across. Summarise your main points much as you did when your introduced the post at the beginning and remind your readers of the key nuggets of information.
  • Introduce more related topics that could encourage your readers to subscribe so that they don’t miss vital information from an upcoming post. For example, a follow up post from this article could touch on writing compelling content that keeps readers engaged and encourages them to share.
  • Encourage some action. Ask your readers to take some specific action and implement one of the practical tips you’ve just given. They may even come back and share their experiences with you.
  • Ask your readers for their view and experiences. This is like the previous point, but if your post is about a common theme, for example how late payment effects small businesses. Ask them to leave their advice or raise any issues that you may have missed, in the comments. You may even find you get some ideas for future blog posts with the added bonus of already knowing that these are issues your readers have confirmed their interest in.
  • Ask your readers to share your post with their network. You should have your social channels and share buttons prominently displayed, but you stand more chance of getting your article shared if you ask your readers to do so.
  • Link to other useful resources. I did this in an earlier post about SSL certificates and linked to three articles by authors who have more authority than I do on that subject.
  • End with a bang. Include a shocking piece of information that the reader may not be expecting and will make you and your post more memorable.
  • Promote your business. If your blog post has highlighted a potential need to the reader, be explicit in how you can help them and encourage them to make contact.

Writing the conclusion ... no pressure!

There is no small amount of pressure to write the concluding paragraph of a blog post about how to end a blog post.  So here goes.

The closing paragraphs may be the most read part of your post given how much we all speed read and skim while online. Make sure that you indicate clearly with a sub-heading that the last few paragraphs contain the key information and then make sure that they do.  Use techniques such as:

  • A re-worked introduction.
  • Introduce other related topics.
  • Encourage some action.
  • Ask for readers experiences.
  • Ask your readers to share the post.
  • Create links to other useful resources.
  • Include a surprising or shock piece of information that you've not mentioned elsewhere.
  • Promote your business.

If you’ve found this post useful please share or if you would like some help writing posts for your own blog or getting started with a blog please call Ann on 01494 537612.

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Thursday, 13 December 2018

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