The average blog reader isn’t going to read your whole post unless they’re hooked from the start. If you don’t grab their attention right away, they’re going to hit the ‘back’ button on their browser and forget that they ever even visited your blog. There are several things that you can do to draw the reader in and compel them to not only read your entire small business blog post, but also to take a look at your products, services and offerings.

The Title Is Crucial
Coming up with a great title for your small business blog post is incredibly important because it’s what first inspires the reader to click on your site in the first place. It should encompass what your post is all about in an inspiring way. For example, if you run a boutique and you’re writing a post about the latest fashions, don’t give your post a generic title like “The Latest Fashions for Spring.” The average browser is going to assume your post is as common and everyday as your title. Instead, try something like “2014 Fashions that Will Make Him Do a Double Take” or something else to inspire action. That’s the type of title that gets clicks.

Have an Opinion and Stick to It
It’s important to have a solid point that you want to make in each blog post. Keep coming back to that point and have strong proof to back it up. To grab maximum attention it helps to be a bit controversial and ruffle some feathers, but be true to yourself and your business. Don’t be bold or contrary just for shock value, but it’s important to get your reader feeling strongly about your post, even if she disagrees. If the reader is moved to respond or leave a comment, you’ve hooked her in and she may bookmark your site for future visits.

People Do Judge Books by Their Covers
While your content is absolutely the most important part of your small business blog, the cosmetic stuff matters too. If you use a generic, boring theme, the reader might judge your blog before he even reads a word that you’ve written. You might want to invest in a paid WordPress blog template that was created by a professional designer and either learn how to integrate it with your website or hire someone who does. It’s a small investment that can make a big difference in how people interact with your blog.

Other ways to make your blog look more interesting:

– Use expressive pictures or art in each post that are related to the content (make sure the photos are public domain or royalty-free and you have the rights).
– Use larger call out quotes to draw attention to important points in the text.
– Add widgets to the side of the content with links to your other interesting blog posts to encourage visitors to stay around awhile.
– Add widgets showing your recent activity and comments on social media.

Above all, to get people to actually read your small business blog, you must develop your own unique voice. Just focus on blogging about the things that you know and care about—your passion and personality will do all of the “hard” work for you.