Be a Freelance Writer: How to Write a Blog Post Your Client Will Love (A Written Blog That’s Right)

You want to be a freelance writer.

And not just any writer, but a blog writer, a copywriter and even a ghostwriter.

In today’s post – breaking into blog writing – I’m going to teach you how to write a blog post for your clients. This is a written blog that will wow your clients for sure.

Be a Freelance Writer: How to Write a Blog Post Your Client Will Love (A Written Blog That’s Right)

You might think this is sort of silly, I mean if you already own a blog.

There is a structure and a set of rules to follow when you write a blog post for a client.

If you are new to online writing, you may have no idea how about creating a written blog. Sure, you go to many blogs, but each blog looks different.

Some posts are entirely personal, only talking about themselves. Other posts offer tips for the reader, but make it difficult to read.

These types of posts are ignoring basic blogging rules and structure.

Here is how to write a blog post your client will love.

Basic Blog Post Format – The Written Blog Template

A typical blog post has several components. These are the headline, body of the post and the call-to-action. Let’s look at these in detail so you can have a written blog that clients love.

A Super Eye-Catching Headline

When clients seek out a freelance writer they want someone who knows how to write a good headline. Now you don’t have to be a copywriter to form good headlines.

What you do need, though, are the elements of a good headline. These include:

  • Using lists in your headline. These create the most click-throughs. According to CoSchedule, list posts are the most shared type of posts on social media.
  • Going with classic headlines. The “how-to” headlines (How to Make a Million Bucks Sleeping), the “be afraid headline” (The 5 Mistakes You’re Doing in WordPress That’ll Stop Traffic for Good), and the “calm-down headline” (Simplify Your Writing Right Now). Here are other headlines that also work.
  • Making a Promise. People seek out information and if your posts is the answer, they will read it, share it and might even turn them from a reader to a customer.
  • Writing your headline in title case. Most clients won’t even realize this formality, but it is important to have. Generally, most blog post titles are written in title case and your clients’ posts should also be done this way. If you don’t know how to use title case, just plug it into this universal converter tool.

A Hook

Starting a blog post can be intimidating for some, especially if you’ve never written a post for a client. I mean, the client hired you to turn their bland and boring blog into a socially engaging piece of content.

So, to make your blog post shine, the best thing you can do is to hook the reader early on. If you don’t, most readers won’t even read past the headline, let alone your introduction.

To hook your readers,

  • Start off with a strong fact, statistic or story. You want something that will resonate with the reader and gets them to think, hey, this post is for me.
  • Ask a question. People generally want to find out the answer, so they will keep on reading.
  • Use bucket brigades. Brian Dean from Backlinko uses bucket brigades, a classic copywriting strategy, that hooks a reader into reading more. This will reduce a client’s bounce rate and increase the time readers spend on the post. Here’s a bucket brigade:


The Blog Post Body

The body of your blog post is essentially what your topic is about. There’s a basic structure to the body  that helps make it easier to read, helps with SEO and it just looks better overall. This structure includes:

1. Having Subheadings

Break up your written blog with H2 and H3 subheadings.

Not only does it help make reading the post easier, it helps you stay on target and it’s a good SEO strategy to follow. My subheadings for my clients are usually the topics I want to talk about.

So, for example, if my post is about 8 Different Ways to Drink Water, each subheading will be a way to drink water. If the post is long, I might also add a Wrapping It Up subhead.

2. Having Bullet Lists

Another easy way to make a blog post more digestible is to include a bullet or numbered list. Simply doing this adds more white space around your text and is easy on the eyes.

3. Using Internal and External Links

It’s important to include links to previous posts on your client’s blog. Not only does this help in reducing their bounce rate, but it helps direct readers to learn about other topics on the blog.

It’s also just as important to add external links. This helps support your claims and helps you establish credibility.

For example, if one of my client’s post is about breast cancer, I will link to a stat, fact or list of symptoms.

4. Breaking Up Your Paragraphs

Most clients who hire you for your blog writing already have a blog. They or someone on their team probably wrote them. One thing you might notice is the difficulty in reading them.

They may lack subheadings for starters and their post might look like one big wall of text with blocks of paragraphs.

To make reading easier and more scannable, make shorter paragraphs. Usually 2-3 sentences are a good length for most blogs, but this all depends on the content width – how wide the blog is.

The shorter the content length, the less sentences you can have per paragraph. For example, one of my clients has a long content width. Because of this, I can make longer paragraphs.


But, for other clients the content width is shorter. One sentence can look like an entire paragraph.


 5. A Call to Action (CTA)

Most, if not all, blog posts have a call to action at the end of their post. It’s usually a question or action you want your audience to do.

Some examples include:

  • When was the last time you tried the  (X) when driving?
  • Tells us what your favorite (X) and how you like to make it.
  • Make sure to head on over to (x) and fill out our survey to get (x).

And for businesses, this often means buying their product or services. Big blogs often have a CTA box that stands out and is at the end of every blog post. For example, on BloggingWizard, Adam Connell has had this at the end of posts:



But, depending on how they use their blog, your CTA may be nothing more than a general question to their audience.

Optimizing Your Blog Post for Your Clients

Clients want to make conversions. They want a reader to buy their product or use their service. Each client will use their written blog in a different way to achieve this. For example they might use a blog as:

A Soft Marketing Tactic

This is a blog that provides useful tips for their readers, without directly selling to them. This type of blog may have a soft CTA such as, subscribe to our newsletter, or their CTA might be a nudge to their product or service. For example, have you checked out our latest app?

The takeaway: When you write blog posts like these, make them conversational but fun. You want to provide useful information that highlights their product or service.

A Traffic Generator

A blog that utilizes keywords to help make their site more visible to the search engines. If this is the case, your post will have keywords and semantic keywords.

For example, a semantic keyword for seasonal allergies might be: hay fever, sinus problems or netti pot. You might also incorporate long tail keywords in your post. This might look like, why are my allergies worse in the summer?

The takeaway: When you write blog posts like this, incorporate keywords naturally. Trying to fit them in your post will only make it read as awkward and obvious.

A good rule of thumb is to answer the Who, What, When, Where, Why and How when you write your post. By answering all or some of these questions, you can incorporate industry related keywords easily.

A Way to Expose Their Brand

A business might use a blog to elevate their brand message all across social media. This is a good way to position a company as a leading expert in their industry.

Essentially they want their blog to be the place for people to find information related to their industry.

The takeaway: Content on this blog needs to be backed up by facts and stats. What you write has to be the industry standard or viewed as innovative and thought leading.

A Way to Develop Better Customer Relationships

A blog that provides relevant information to their customers. Customers can also engage with the company or brand by leaving comments or sharing their content on their social media channels.

Companies who use a blog this way to strengthen the loyalty they have with their customers. This ultimately helps them with repeat sales and customer acquisition through referrals.

The takeaway: Content on these types of blogs speak to the customer. So, when you write for this client, empathize with the target audience by writing as if you are talking directly to them.

Become an Expert Writing Blog Posts

Businesses need blogs. Not only does it increase sales by driving traffic to their blog, but it gives their brand a voice and it helps bring repeat customers back.

And with more and more businesses starting blogs, your freelance writing services will be in high demand.

Understanding how to write a blog post will turn that $5 post into a $50+ post.

Now, it’s your turn – tell me, are  you ready to make more money?

Hi I'm Elna and I'm a freelance writer and mom blogger. I help people just like you become a profitable freelance writer. Within 6 months of starting my freelance writing business from scratch I was able to earn a full-time living as a part-time freelance writer while taking care of my twin toddlers. Check out my free email course Get Paid to Write Online and learn the steps you need to take to be a freelance writer.

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I’m impressed! Your insights and step-by-step instructions look like all I need to become a successful freelance writer. Thank you!Reply to William
Its such a blessing to have known this i would really want to engage in your classes and learn more from you i really like how you are putting this out it is my first time but it appears to be fun and easyReply to Kevin
Hi Elna, Thank you for sharing all your detailed and clear information with us about starting to write as a freelancer. However, there is one thought that keeps bothering me as I’m looking into this: It’s about a writer’s *authority* (or experience, or qualification) to give advice and write content as though they are an expect. Take your excerpt from the “High-Stress” blog post above. There are medical claims/statements of a diagnostical-nature there, without any references or evidence to support such claims. So, my question is this: How can we as freelance writers write with authority about a topic we care about and may be experienced in, but not experienced enough in (from an ethical viewpoint) to offer claims or advice to people? Basically, should we be advising people on anything we are less than very experienced/qualified in? I would love to hear your, or anyone else’s, thoughts on this. ThanksReply to Claudia
Hi Claudia, Excellent question! Yes, you can create expert level content by linking to your sources. So, you don’t have to claim anything you just have to back up your claims with links and credible sources. So when I started digital marketing, and I wrote a blog post about content marketing, I sourced a lot of things about how to market your content since it was a new subject. Over time, I created more content about digital marketing, and years later, became a digital marketer for my blogs, and now I can call myself an expert with real-world experience. In the beginning, I was “the expert in digital marketing writing” so an expert in the niche topic. I hope that helps!Reply to Elna
This blog post is very helpful, I’ve learned a lot from it. Thank you so much for writing this. I just wanted to ask if you made your website yourself or if you hired a website designer? I want to make my own blog but I’m stuck between making my website and hiring someone to do it. Your reply will be very much appreciated, thank you.Reply to Alyssa
Just I want to be writer. I want to writing a book or ebook. I don’t know where I can starting and I want to dedicate to my family. How do you starting writing on post or blogger?Reply to Robert
Hi Robert, For authors, some do some freelance writing for businesses to gain some income while writing their book. They self-publish to save money and time and market on an author blog they set up. Good luck!Reply to Elna
Hey Elna, I just love the great piece for blogs, now I can’t therefore, wait to have more of your writings. Good stuff you’ve got.Reply to Mark
Elna you are on fire!! and You are writing GOALS! I’m a new fan!Reply to Kianna
Hey Elna, I must say that your research and writing skills are amazing! The amount of relevant information that you include in your posts are just fantastic. What impresses me the most is the speed you managed to grow your blog with your valuable writings. Writing longer and well-researched content is #1 tip for bloggers if they want to rank good and doesn’t get lost in the crowd. Good job!Reply to Terry
Great blog and some really helpful tips. I’m a newbie to blogging, mine was born out of my passion to journal regularly. I’m just about to take the next step and do some freelance blog work. Do you use a framework or template for info gathering when writing blogs for clients? ThanksReply to Charlotte
Hey Charlotte, Typically I don’t. But I do follow the standard blog post format!Reply to Elna
Hi Elna, Thanks for sharing this to us! I think you’ve covered pretty much everything important. I now understand why a lot of awesome people hire you for your services. I’m learning a lot from you. I know I won’t be successful like you overnight. So I’ll keep trying and trying. Have a great week and I think that the giveaway post is amazing! LunaReply to Luna
Hi Luna Thanks very much! Glad you enjoyed my post and make sure to enter the giveaway! ElnaReply to Elna
Another great post. $50 and more per 500 word post is very achievable.Reply to Stella
Hi Stella, Yes, it is achievable, but many new freelance writers get stuck writing for pennies. But, if you build up your site and work on networking, you can make $50 or much more for a blog post of 500-1,000 words. ElnaReply to Elna
This is a very in-depth blog about writing blogs. I am still considered somewhat of a newbie with my current blog only 6 months. I did have one previously and I don’t think it was considered a “real” one. I’m a long way from it being fully optimized and doing all of the technical stuff so this is definitely being bookmarked for future reference…thanks!Reply to Beth
Hi Beth, Thanks! You would think writing a blog post would be easy. For me, the biggest thing I had to learn was to not write 6 sentence paragraphs. I was taught that in school and it only made sense. But now, 10 months in, even 3 sentence paragraphs seem too long! Go figure. Glad you found my post useful. Hope I see ya around! ElnaReply to Elna
You totally hit the nail on the head with this post, Elna. This is what writers should do. It’s what companies want. Kudos to you for upping your rates, too! 🙂Reply to Lorraine
Hi Lorraine! Thanks for the comment. Glad you enjoyed it. Yes, writing a post for your clients requires certain things (as does your own blog post) but I find many freelance writers and bloggers don’t follow these rules. Thanks ElnaReply to Elna
Whether beginner or not lots of tips in here to help send us all reminders. Thank you!Reply to Jennifer
Thanks Jennifer. Glad you enjoyed all my tips to share! ElnaReply to Elna
Hi Elna, Thanks for this awesome post. In fact I had missed the series and now I am going to devote the whole afternoon for this series. Very informative. I think giving the clients a little more than your 100% is a goo technique. When I write for clients, no matter how much I get paid, I always write imagining their blog as mine. Thanks Elna and have a great week ahead. 🙂Reply to Swadhin
Hi Swadhin Thanks! What a great blog you have! I’ll be sure to read your interview with Harleena. Isn’t she an awesome blogger? I think you made a good point about writing for your clients. If you imagine the blog as your own, you can definitely make sure you it’s written well. For me, I try to focus on the readability of my posts. A lot of clients have dry content and I try to write in a conversational tone to attract more readers for them. I hope you like my series! ElnaReply to Elna