If you read my last article about the benefits of corporate blogging, you have been waiting for this follow-up blog post about basic usability, content and design guidelines for your corporate blog. All these elements work together, catering to easy navigation so readers can find information fast. After all, consumers are more on the go than ever before.

Below are several tips for company blog design and usability:

• Your blog home page should immediately tell your readers what your blog is about. They shouldn’t have to question what topics are covered or the company associated with the content. This can be accomplished through copy and design elements.

• You can organize your blog in several formats: full post, post excerpts or magazine style. Each format has pros and cons:

1. Full-post blogs allow readers to read entire posts on the same screen, without leaving the main page. I would recommend using this format if your posts are usually shorter in length. This also does not break the reader’s flow; however, it limits the amount you can fit on the home page, so readers will have to either search for other posts or click through to the next page.
2. Post excerpts make scanning easier and are ideal for longer posts. Since readers will only see a small copy sample on the main page, they will have to click through to a separate page to read the entire article. While this disrupts the reader’s flow, you can increase your page views and site depth by implementing separate landing pages for each post. Finally, shorter front-page posts permit more control of your corporate blog design.
3. Magazine style is perhaps the most “fun” format in terms of design, as many layout styles are available. This format also features post excerpts. But unlike the previous two formats that are arranged chronologically, posts are arranged by subject matter. This can help readers find related information, but it can also prohibit finding the most up to date company news.

• In addition to including author names with each post, show brief author biographies to help your readers put faces to the names. Readers want to identify with the writer, and this only “humanizes” your marketing even more. Furthermore, adding biographies establishes a sense of trust with your readers.

• Take your author biographies a step further by customizing them with author photos. Don’t hide behind a virtual curtain. This is a personal approach that enhances your writers’ credibility, and it could possibly open up opportunities for networking if you attend trade shows, seminars or workshops later.

• Start each entry with a descriptive, keyword-rich post title, as this content is also scanned by search engines. As with ads or newspaper and magazine articles, this is your first opportunity to draw in the reader, so be concise but not vague. In fact, research suggests that readers only pay attention to the first three words when scanning a list of articles to read. Get to the point, and relate to your audience.

• Feature internal and external links within your posts, where applicable. Too many links can disrupt reading, so link on the first mention of an important term. Remember, your website should strive to enhance the user experience, so keep the reading process in mind as you plan your blog posts. Each link should include descriptive mouse-over and anchor text that tells readers where they’re being redirected.

• Every post should be assigned a list of relevant tags and a few select categories. The point of these tags is to help readers pull up related blog posts on your site for additional reading. Be selective in the tags you use because readers don’t want a long list, which only detracts from the overall experience.

• Your body copy should target a few keywords, and it should attract your target audience. After all, your target audience will comprise your core readership, and they will be more likely to be loyal to your site and brand.

• While many blog management systems offer free templates, the URLs associated with these free accounts are usually inclusive of the program you choose. I suggest creating a unique domain name for your blog, or attach “/blog” to your existing company URL. This is cheap to do, and it creates credibility and ownership of your brand/site.

• Use the same font throughout your design. Too many font sizes and typefaces can deter simple navigation and readership.

• Your blog design shouldn’t resemble an ad, nor should it allow unwanted pop-up or banner ads. This is frustrating to the reader, who will only become frustrated with you.

• Be creative with your design, but coordinate the look of your blog with your website, if you can. Make the color, layout and style very similar so readers can identify with your brand.

• Organize your posts with subheads and/or bullet points. Remember, your readers like to scan for relevant content, so subheads can group your points by topic. Under each subhead, you can summarize wordy sentences into short bullet points.

• Your content should be structured in short paragraphs, with a simple writing style and no typos. There is a time for everything: Don’t write in an advertorial style; try to relate your copy to your readers by applying valuable lessons or takeaways from each post topic. It is acceptable to toot your own horn within posts that talk about your recent awards, achievements, press releases, etc.

• Include images, audio and video, where applicable. Just bear in mind SEO best practices when assigning image tags, etc.

• Once you enter the blog scene, you’ll have to respond to reader comments to build interaction and engagement. But you’ll also discover benefits to posting spam-free comments on other industry blogs to increase links and traffic back to your site.