Blog post structure and outline: a simple template

The short answer

A blog post works best with a clear working title, a short opening that gives the answer or the promise, body sections that each make one point under their own heading, and an ending that tells the reader what to do next. Write the outline first, then size each section to the point it carries, not to a word count.

Blog post structure: the parts every post needs

Good blog post structure comes down to a few parts that most useful posts share. Each one answers a question the reader is silently asking.

Optional parts include a short summary box at the top for long posts, a list of related reading, and a note on when the post was last updated. Add them only if they help the reader.

Start the outline with the reader's question

Every outline begins with one question that a real person would type or ask, and one sentence that promises what they will be able to do after reading. For example: how do I choose between two suppliers, and after reading this you will have a short list of questions to ask each one.

That sentence is your filter. A point that does not help the reader reach the promise belongs in another post or in the bin. It also settles the title, because the title is the question and the promise in short form.

If you are not sure what the question is, look at the enquiries you receive, the questions customers ask on calls and in messages, and the wording they use. The post should use that wording, not your internal terms.

How to write an outline, step by step

1. Write the reader's question and your one-sentence promise at the top of a blank page.
2. List everything you could say: points, examples, mistakes, steps, questions, objections. Do not edit yet.
3. Cross out whatever does not serve the promise. Be strict, because a shorter post that finishes the job beats a longer one that wanders.
4. Group what is left into sections. Each section should carry one idea that you can state in a sentence.
5. Put the sections in the order the reader needs them. For a how-to, that is usually the order of the task. For an explainer, it is usually simple ideas first and complicated ones later.
6. Write a heading for each section that makes sense to someone skimming. Avoid cute labels.
7. Under each heading, note the proof you will use: an example, a short story from your work, a source, a screenshot or a table.
8. Choose the next step you will ask the reader to take, and check it fits the promise.

Read the outline aloud before drafting. If you stumble on the order, the reader will too. Rearranging a list costs a minute, while rearranging a finished draft costs an afternoon.

A blog post template you can copy

This template suits most guides and explainers. Replace each bracket with your own content.

1. Working title: [the topic or question], plus [a qualifier such as for small businesses or step by step].
2. Opening: the answer in one or two sentences, then what the post covers and who it is for.
3. Section one: [the definition or the starting point the reader needs].
4. Sections two to four: [one step, option or reason each], each with an example.
5. A section on [mistakes, limits or when this does not apply]. Readers trust a post that admits where the advice stops.
6. A short section on [how to check it worked].
7. Next step: [one action], placed where a reader who has finished will see it.

Treat the template as scaffolding. Remove any section that has nothing useful to say, and add one if the reader's question needs it.

Headings that help readers scan

Most readers skim first. Headings are the part they read, so a reader should be able to follow the argument from the headings alone.

• Use one main title for the post and second-level headings for the sections. Add third-level headings only inside a section that is long enough to need them.
• Write headings that say something: 'How to compare two quotes' tells the reader more than 'Comparing'.
• Keep a pattern. If most headings are actions, do not slip into questions halfway down without a reason.
• Use your main phrase in the title and in one heading where it reads naturally, and do not force it elsewhere.

How long should each section be?

As long as the point needs, and no longer. Google's own guidance says it has no preferred word count, and tells writers to cover the topic so that the reader leaves with what they came for. The same applies to sections inside the post.

Some working guides help when you plan:

• The opening is short. A paragraph or two is usually enough to give the answer and say what follows.
• A body section is typically a few short paragraphs, or a list with a line of explanation for each item.
• If a section runs across several screens, split it with a sub-heading, a list or a table, or ask if it is really two points.
• If a section is one thin sentence, it may belong inside its neighbour.
• The ending is short too. Give the reader the next step and stop.

The total length is the result of those choices. Do not add a section to reach a target length, and do not cut one that the reader needs to finish the task.

Structures for different kinds of post

The same basic parts bend to suit the topic.

Write the opening and the ending last

You know the answer best after the draft exists. Write the opening then, and make it state the main point at once. Skip the history of the subject and the line about how important the topic is. The reader already cares, or they would not be there.

For the ending, choose a next step that matches the reader's stage. It might be a related post, a sign-up, a request to reply, or an invitation to share the post with someone who would use it, which connects to the ideas in referral marketing for small business. A summary of everything you just said is rarely needed in a short post.

Where the outline can go next

A good outline is also a plan for other formats, since each section is a self-contained point. A section can become a post on a professional network, and LinkedIn marketing for small business covers the basics of using that platform for business-to-business marketing. A whole post that draws many questions can become the base of a session, as in webinars for lead generation.

Drafting tools can produce outlines quickly, and transforming marketing with AI gives background on how teams use them. Treat any machine-made outline as a rough first pass. It does not know your customers, your examples or your limits, and those are what make a post worth reading.

After publishing, decide which numbers will tell you if the post helped. Social media metrics: which to track lists the measures that matter when you share it. If you want help planning a content programme around posts like this, the digital marketing service page describes the work Liftup Technologies does.

A check before you start writing

• Can you state the reader's question and your promise in two sentences?
• Does each heading carry one point?
• Is there an example or piece of evidence under every heading?
• Is the order the one the reader needs?
• Is there a place where you admit a limit or an exception?
• Do you know the one next step?

Related guides

• Linkedin marketing for small business b2b
• Referral marketing for small business
• Transforming marketing with ai
• Url structure for seo
• Website navigation and menu structure
• Heading tags how to structure a page

Questions and answers

How should I structure a blog post?

Use a clear title, a short opening that gives the answer or the promise, body sections with one point each under their own headings, and an ending with one next step. Order the sections the way the reader needs them.

How do I write an outline for a blog post?

Write the reader's question and your promise, list everything you could say, then cut what does not serve the promise. Group what is left into sections, order them, write a clear heading for each and note the proof you will use under it.

How long should each section of a blog post be?

As long as its point needs. Google says it has no preferred word count, so aim to cover the topic fully for the reader. In practice a section is often a few short paragraphs, and any section that runs on across several screens needs splitting.

Do I need a conclusion in every blog post?

You need an ending, but not always a summary. A short post can end with the next step alone. Longer posts may benefit from a few lines recapping the main decision.

How many headings should a blog post have?

There is no set number. Use one heading for each point the reader needs, so that skimming the headings alone gives the argument. Add sub-headings only inside long sections.