Good blog writing isn't about following rules from a college composition class. It's about being clear, human, and easy to scan. Here's the style guide we use for every blog post we write.
Voice & tone
- Write like you'd talk to a smart friend in your industry - not a boardroom
- Confident, not corporate. Direct, not aggressive.
- Explain, don't sell. Trust builds conversions; hard-sell copy kills them.
- Match the reader's expertise level. Define jargon the first time it appears.
Sentences & paragraphs
- Average sentence length: 15–20 words. Vary for rhythm.
- Paragraphs: 2–4 sentences on the web. Not five, not one.
- Lead with the point, then support it. Never bury the answer.
- Cut every filler phrase: 'in order to,' 'due to the fact that,' 'it is important to note that.'
Grammar & punctuation
- Oxford comma: yes, always. Ambiguity is worse than one extra comma.
- Em-dashes are fine, sparingly. Two per post, max.
- Numbers: spell out one through nine, use numerals for 10 and up. Always use numerals for stats, dates, and prices.
- Contractions: yes. Slang: only if it matches your brand voice.
- Prefer active voice. Passive is okay when the actor is unknown or unimportant.
Formatting
- One H1 (your title). H2s for major sections. H3s under H2s only when needed.
- Bulleted or numbered lists whenever you have 3+ parallel items
- Bold for the one word or phrase in a sentence you want the eye to catch. Never bold whole sentences.
- Italics for titles of works or for emphasis on a single word - not decoration.
- Add a featured image and 1–3 supporting visuals for posts over 1,200 words.
- Link out with descriptive anchor text - never 'click here.'
Do this, not that
| Do | Don't |
|---|---|
Write in second person (you, your) to speak directly to the reader | Address the reader as 'the user' or 'one' - it sounds detached |
Use short sentences to make key points land | String three ideas together with commas and semicolons |
Use contractions - they're natural on the web | Force 'do not' and 'we are' into every sentence |
Vary sentence length for rhythm | Use only short sentences. It reads. Like this. Choppy. |
Use active voice: 'We wrote the post' | Default to passive: 'The post was written by us' |
Break up walls of text with H2s, lists, and images | Submit a 1,500-word block with no headings or breaks |
Want blog writers who already know this?
Our team of human writers uses this exact style guide (plus our SEO checklist) on every post we publish for clients.
FAQ
Should blog posts be written in first or third person?
For most small business blogs, second person (you) with occasional first person plural (we) works best. It's conversational, direct, and matches how AI search engines cite content. Third person tends to feel like a press release.
How long should sentences and paragraphs be in a blog post?
Aim for 15–20 word sentences on average, with a mix of short and medium lengths for rhythm. Keep paragraphs to 2–4 sentences. Long paragraphs read fine in print - on a phone they feel like a wall.
Are contractions okay in professional blog writing?
Yes. Contractions (don't, we're, it's) make writing sound human. The old rule against them belongs in academic papers, not on the web. Reserve the uncontracted form for emphasis.