So you already know that writing a blog will increase your website traffic and improve your search engine results. Yet, you keep putting it off, consigning the creation (or updating) of your blog to the bottom of your endless to-do list. Many times even the most enterprising of solopreneurs puts off blogging because s/he’s just not sure of the right way to go about it.

While there’s no one right way to write a blog, here are 21 valuable tips for expressing yourself in a web log. Oh, and don’t be intimidated. If Pamela Anderson can write a successful blog, so can you.

1. Write about what you know and love. What are you passionate about? What topic interests you more than anything? Make that the focus of your blog. First, because you need to stay interested in the topic if you’re going to continually write about it, and second, because your passion will show through.
2. Do your homework. Check out other blogs to see how they’re done. Pay close attention to the ones that you really enjoy, and figure out what it is you like about them. Then, incorporate that “special something” into your blog as well.
3. Adopt an informal style. Forget what your high school English teacher told you about professional writing. Write in a conversational style. It’s much more engaging. Besides, if people wanted to read perfect prose, they’d be reading Shakespeare, not a blog.
4. Say it like it is. If you have an opinion on a topic, say so. This isn’t scientific writing, so you don’t need to be objective. Stir up a little controversy! It’s a great way to attract readers.
5. Be genuine. Let your personality shine through.
6. Don’t use jargon. Even though you may be writing about a specialized topic like health and fitness or marketing, write in terms that everyone can understand. Not everyone who’s reading your blog will be from the same profession, so don’t use terms they might not be familiar with.
7. Write to someone. When you sit down to write your blog, imagine yourself writing to your best friend, or your ideal client, or your cousin in South Carolina. It will make it more real for you – and the reader, too.
8. Keep it short and sweet. A blog entry is not the Gettysburg Address, so make it short and to the point. About 200-250 words is enough.
9. Break it up. Don’t write endless paragraphs that leave the writer gasping for air. Use bullets, numbers, subheadings and plenty of white space.

10. Use catchy headlines. With information overload at an all-time high, you need to have an eye-catching headline to engage potential readers. Learn from the master, and model your headlines after those found in newspapers or magazines.

11. Think it through. The best writers don’t sit down and just spill their thoughts onto the paper. They sit down and think about what they want to say first. Make up a mini-outline for yourself to make sure you cover the points you want addressed.

12.  The devil’s in the details. Blogs that give specific information rather than generalizations attract more attention.  Remember, as an entrepreneur, you’re trying to position yourself as an expert in your field, so be sure to include details that your readers probably don’t know. Along those same lines, it’s very helpful to point to specific studies, articles or statistics in your entries. Readers want relevant information that they can use.

13.  Include lots of keywords. The more key words, the better your search engine results will be.

14.  Use visuals. Include pictures, charts or graphs to capture people’s attention.

15. Update often. How often should you update? Daily is best, but that’s not realistic for many small business owners, especially if you’re a one-man (or woman) show. Write as often as you can, but try to make it consistent (e.g. every Tuesday and Thursday) so that readers know when to check in for new postings.

16. Be sure to edit. After you’ve finished writing your post, don’t hit send! Put it aside for a little while, and come back to it after a few hours (or even a day or two) with a fresh set of eyes. Cut out anything extraneous or tangential, and make sure your paragraphs flow into one another.

17. Proofread. Proofread. Proofread. It’s also an absolute must that you proofread for spelling, grammar and punctuation mistakes. Spell Check does not pick up all errors. (Hint: There is a HUGE difference between “public” and “pubic.”)

18. Always carry a notebook. You never know where inspiration will strike or when a blog topic will present itself, so carry a small notebook with you at all times to jot down these little gems as they occur.

19. Mix it up. Consider having guest bloggers every once in a while to add a little panache.

20. Always enable the comments button. Virtually all blogging software includes a comments link. Make sure you implement that feature! Remember that writing a blog is  a way to dialogue with your audience, so allow them to comment on your material.

21. Monitor the comments section. Having endorsed comment-writing, let me add a caveat. You must use the comments approval feature that blogs offer. That way you can screen out all of the unscrupulous spammers who will try to use your comments section to hawk their wares.

And finally, here’s a bonus tip: to facilitate dialogue further, always ask your audience for their opinions or advice. So, please, dear readers, tell me if I’ve forgotten any important blogging advice, and share your blogging experiences. Inquiring minds want to know.

Small business marketing consultants, Angelique Rewers, ABC, APR and Dr. Toni Cascio, teach women how to start, grow and market profitable businesses that are a part of a life they love™. Get their FREE weekly tips and advice at www.RicherSmarterHappier.com.