Having a blog on your site—whether it’s a page on a business site or your site is a blog—is a great way to interact with readers and drive traffic to your site. But because so many sites do have blogs, it’s important that yours stand out. Excellent content is, obviously, important. Readers won’t keep coming back to a blog that’s poorly written or seldom updated. But even the best blog posts will get more attention if the layout surrounding them is visually appealing, memorable and easy to navigate.

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Make sure that what readers can see is enough to make them want to click through. Whether you’re using a template or creating your own, make sure the blog has a strong visual identity.