Chris’ Corner: More Like Scalable Vector Goodness

I’m going to do an SVG issue here, because I find that technology persistently interesting. It’s a bit of a superpower for front-end developers who know how it works and can leverage it when needed to pull of interesting effects. For example, this compelling line drawing scroll effect is powered by SVG features.

There have been some really cool SVG tools I’ve only just seen recently, and some great writing about SVG techniques. Warms my little heart to see SVG still being actively explored even as it sits rather dormant from a standards point of view.

Let’s start with some tools and resources, since those are easy to digest and if you really love one of them you’ll be all like thanks CodePen Spark, you’re a good newsletter and ya know that’s what we’re in it for.

Tech Icons

SVG icons tend to be single-color as a trend, but actual logos tend to involve brand colors and can often be multi-color. I like how it’s super easy to use, offering both downloads and quick copy-and-paste.

Durves

I can’t explain it but sometimes you need an SVG of a grid of dots that are waving. This allows you to control all the aspects of that. Has some tearable cloth vibes.

svghub

Squiggles, scribbles, shapes and… other stuff.

I love this because they are the kind of things that are perfect for vector art, but that you don’t typically find in things like icon sets. One click to copy right to clipboard or download.

SVGMix

Big one! 193 Icon collections. I do like that they are grouped in collections, so in case you need a bunch of assets, there is a good chance they’ll go together aesthetically. I’m a big Noun Project guy, but find it isn’t quite as well organized into collections.

OK I suppose we’d better move on to some techniques and explanations.


SVG Gradients: Solving Curved Challenges

How do you get a color gradient to follow the path of SVG artwork? Michael Sydney Moore solved it by breaking up the art into smaller sections and applying gradients to each section.

This is an interesting contrast to another technique that Ksenia Kondrashova explains.

SVG viewBox

The viewBox on SVG is pretty simple really: it sets up the visible coordinate system where everything else is drawn. Interestingly, you can change it at any time, and it effectively acts as a camera, especially if you animate it.

Brad Woods has perhaps the best explanation of it I’ve ever seen, via an interactive post.

Making noisy SVGs

Turns out <feTurbulence> is up to the job of making a noise effect in SVG, but there is a little more to it to make it nice, as Daniel Immke writes up:

To create noise, I used the <feTurbulence> filter which is explicitly for generating artificial textures but required quite a bit of fiddling to get to my liking. Then, I had to use other filter effects to eliminate color variance and blend naturally with the fill color selected, and finally apply the filter to the circle.

Noise sometimes feels like the perfect way to chill out the mathematical sharpness of vector art.

Also — did you know there is a weird trick to make noise with CSS gradients?

Responsive SVGs

There is a technique in this post from Nils Binder where he stretches just a part of an SVG according to variable content elsewhere and I love it.

Speaking of responsive… did you know the illustration in Ethan’s original article was responsive in itself?

Making SVG Loading Spinners: An Interactive Guide

This is part of what makes SVG so attractive to me: simple primitives that all combine together to do elegant things. Here, to make a specific kind of fun spinner, Sébastien Noël uses

  1. <circle> with a stroke
  2. stroke-dasharray to control exactly how the stroke should be dashed
  3. stroke-linecap to control the nice look of the dashed parts
  4. stroke-dashoffet to control the position of the dashes
  5. @keyframe animation to animate the stroke-dasharray making it feel like a spinner.

Icon transcendence: customizing icons to complement fonts

This one is from the “I hope your client has a lot of money” files. I love the idea but it’s wild. The idea is that SVG icons could swap out to match the vibe of the font they are next to.

But by “swap out”, really, somehow, it’s the same source icon.

Although these icons look quite differently visually, they were actually crafted by using the single source icon you saw above as a reference. For each of the fonts here, we’ve modified that source icon, thus producing a custom icon that better matches the style and mood of each font:

Types of Blogs Starter Guide: Learn the Basics

We recommend starting a blog using WordPress with Hostinger as it’s easy to tailor to your needs. Get started today for $2.59 per month.

Not all blogs set out to accomplish the same things. And around a third of bloggers don’t make any money. That’s why you must consider what type of blog to start carefully. Choosing a blog niche that has an audience and fits your goals is the crucial first step to success. In this post, you’ll learn what you need to know about different blog types and which kinds of blogs are most popular and most profitable according to data.

The 3 Best Blogging Platforms for Creating Different Types of Blogs

We used our wealth of experience creating websites and prior research to identify the top blogging platforms for creating any type of blog. Our top three picks are versatile enough to start you on the right foot, no matter what your goals for your blog are:

Brand logos for WordPress, Wix, and Squarespace.

What Types of Blogs Are There?

Blog creators have a wide array of goals and objectives for their content, but there are four main categories of blogs in general. Let’s discuss each of those in a quick overview:

1. Personal blogs – These are journal-like blogs in which writers document their thoughts, opinions, tastes, or slices of daily life. It’s the way blogging started out on the early internet. Sometimes, bloggers keep their personal blogs private or only share them with friends and family, but nowadays more and more people use them as a sounding board, a place to share advice and experiences, or a way of building a community around a topic or shared interest. 

On Rising Shining, a mom documents her family life and experiences as a working mother:

Example of a personal blog with a post that says Hello, February!
Create a personal blog if you want to share your own stories and experiences.

Personal blogs don’t have to be non-money making ventures. You can utilize affiliate marketing to monetize your soapbox or tie some blog posts to your online store or personal business when it feels appropriate. 

2. Business blogging – Companies deploy blogs on their websites for a variety of reasons, from showcasing their industry expertise and raising awareness about their brand to generating leads for their sales funnel and building customer loyalty through content that promotes their brand values or growth.

Nike’s blog, for example, engages the sporting and fitness community with inspiring stories and tips that are relevant to their many product lines:

Business blog with two posts.
Use a business blog to build a community around your product or service and attract more business.

Business blogs are usually a section of a larger company website, but sometimes they’re standalone sites that focus on a specific product, service, subset of their customer base, or industry-related topic. Their content isn’t always fixated on driving sales, but it always serves to help the company’s sustainability and connection with customers new and old.

3. Personal brand blogging – On a similar note, these blogs are for industry professionals or solopreneurs rather than entire companies. 

Pros use a blog to raise their profile as thought leaders or influencers, which can in turn support their company at large. Or, they use the same approach  to sell their own services as a consultant or digital products like ebooks and online courses.

Entrepreneur Tim Ferriss’s blog is a good example of using a blog to promote your personal brand:

Business & Entrepreneurship blog with 5 posts.
Set up a blog for your personal brand to show how you got to where you are today.

Personal brand blogging is becoming more and more prominent as side hustles become a more common aspect of people’s careers and work. It’s also a great way to capitalize on social media traction and bring followers to your entrepreneurial ventures. 

4. Niche blogs – Niche bloggers focus primarily or exclusively on one subject. That can be anything from broad interests like books and travel to hyperspecific subject matter such as how to use AI for content creation or testing out fitness gadgets. 

People often niche down in order to stand out from the crowd of other blogs and attract a loyal, dedicated audience that they can monetize in one way or another.

Expert Vagabond is one of the top travel blogs with advice, tips, and guides on various locations around the world:

Landing page for a personal blog with a picture of a man on a mountain.
Hone in on a particular niche or subject matter to attract readers that share the same passions.

Niche blogs can be a subset of any of the three previous blog types. You can focus on a niche for blogging about your personal feelings, attracting a specific type of customer to your business, or strongly associate your personal brand with the niche topic. 

In this era, finding a niche is necessary. There is so much content already out there on the internet about just about any broad topic, so niching down is important for gaining some traction and attracting an audience in the first place.

Since this is an important qualification to consider when starting a blog, we’ll talk about some of the most popular niches in a little bit. 

Why Start A Blog?

We’ve written extensively on how to start a blog successfully. If you want a good overview of the steps to take in order to get a blog off the ground, read our guide on how to start a blog

That takes care of the “how”, but what about the “why?” There are more reasons to start a blog than simply trying it out as a new hobby:

  • Make blogging your career – Quit the daily grind and work for yourself or support your income with a new revenue stream. There are multiple ways to monetize a blog, from selling advertising space to promoting products or affiliates.
  • Promote your business or cause Use your blog posts to convince visitors that your service or product is worthwhile and a solution to their problems. Or, get them on your team in terms of trying to enact positive change.
  • Become an influencer or thought leader A blog is a place to start growing a following as you continue to raise your profile and establish your expertise on a topic. Your blog can be a living record of your authority that can demonstrate your bonafides better than a resume.
  • It’s easier than you think Nowadays, blogging platforms provide useful tools, add-ons, and templates out of the box, making it easy for anybody to start their own blog and just focus on the act of writing and sharing one’s thoughts with the world.

The 13 Most Popular Blog Subjects

It’s important to look at the most popular blog niches when choosing what type of blog to create. You’ll not only gain inspiration if you don’t know where to start but also learn what types of blogs have the best potential for gaining a large readership.

According to a recent RankIQ study, here are the types of blogs that get the most traffic:

1. Food Some food bloggers share recipes and step-by-step cooking tutorials with video. Many focus on a specific cuisine or diet. You’ll also find some blogs that do restaurant and dish reviews, though those are usually quite localized in scope.

2. Lifestyle/moms – So-called mommy bloggers are incredibly popular and dad blogs have grown in recent years, too. You’ll find parenting tips and personal insights aplenty, along with product recommendations and project ideas for the kids.

3. Travel – Travel bloggers create country or city guides, even whole itineraries for other people’s trips to new places. There are lots of niches within this topic based on certain types of travel, such as solo adventures, luxury travel, or digital nomadism.

4. Arts and crafts – Arts and crafts bloggers create step-by-step guides for crafts projects, tutorials for getting started on a new hobby, and tips for sourcing materials. They can often be seasonal or based on a theme such as Halloween or Christmas crafts. You’ll find lists of ideas for inspiration and resources for readers to utilize to further their crafting ability.

5. Outdoors – Outdoors bloggers cover a range of sub-niches. You’ll see blogs focused just on specific nature activities like fishing, camping, hiking, and survival. They love to create gear reviews and offer accounts of their own outdoors experiences. Plus, you’ll see a lot of excellent photography incorporated into the blog content.

6. Beauty and fashion – Beauty and fashion bloggers are one of the biggest subsets of influencers on the internet. They set trends, review many products, and create tutorials on makeup, beauty routines, outfit coordination, and even finding unique looks. 

7. Personal finance – This evergreen subject matter often covers topics like saving money, getting out of debt, building credit, preparing for retirement, and making smart investments. You’ll find expert advice and recommendations for credit cards, bank accounts, and financial services.

8. Homeschooling – Like parenting blogs, you see a lot of personal insights and stories here. Homeschool bloggers also share a bunch of resources for others to use such as curriculum ideas, study subject templates, and workbooks. 

9. Pets – Many pet bloggers focus on one type of pet and it can even get more niche by zooming in on particular breeds. They create blogs with lots of advice and tips for pet care, health, and entertainment. You’ll often find product recommendations for toys, food, supplements, and subscription services.

10. Gardening – Some gardening bloggers share landscaping and home design guides and inspiration. Others are all about plant and flower care, garden maintenance, and small-scale subsistence farming. 

11. Decorating – Decorating bloggers cover interior design trends and how to implement them in your own home. You’ll find room or theme-specific guides, tips for remodeling and renovation, and help with matching aesthetics to readers’ personalities. They create lots of shopping guides and product recommendation lists.

12. Health and fitness – Many health and fitness bloggers create nutrition guides and share healthy recipes as a subset of food blogging. But these blogs tend to go beyond food and cover exercise tutorials, workout routines, and tips for maintaining a healthy lifestyle overall. You’ll also find a ton of motivation and inspirational stories.

13. Tech – Tech bloggers review electronics, software, and the like, plus give their thoughts on emerging technology and trends. Here you’ll find lots of guides walking readers through how to use products or get the most out of them. In many cases, tech blogs are directed at businesses and industry professionals, but they can just as easily speak to end users and consumers.

The 4 Highest-Paying Blog Niches

Finding a profitable blog niche is likely high on your agenda. RankIQ also published a study that revealed the highest-paying blog niches based on the median monthly income for bloggers in each category.

The topics may not surprise you, but the monthly revenue might:

  • Food blogs averaged $9,169 in monthly income, and are the niche with the highest percentage of blogs that get over 50,000 monthly visitors
  • Personal finance blogs weren’t far behind with a monthly median of $9,100
  • Lifestyle and mommy blogging is the most popular topic for new blogs and averaged $5,174 in monthly revenue
  • Travel blogging is the fourth-most lucrative niche at a monthly median of $5,000

Now, just because these four blog niches are able to deliver lofty, four-digit monthly income numbers doesn’t mean you should go chasing them. 

You should choose a niche in which you can become the go-to expert for your audience, like gluten-free cooking or personal finance budgeting for students. It’s too difficult to compete with all the other blogs out there as a generalist without unique expertise on a subject.

Though some blog categories tend to make more money than others, remember that you can make money in any blog niche as long as your approach is strategic.

Digital products may be popular in the niche you choose. Online courses, in particular, are high-ticket items when it comes to monetizing a blog. You can charge hundreds of dollars for a high-value course. 

Search an online course provider such as Udemy to see how many people actually sign up for courses in your category.

For example, hundreds of students have paid for gluten-free baking classes:

Screenshot of a class titled "The Gluten Free Sourdough Masterclass."
Online course networks show you how many students have previously purchased a course.

Set up a course on anything from plant care to drawing. Artist/blogger Nancy Hillis, for example, offers a range of courses and an advanced masterclass:

Online course showing three steps that include Start, Experiment, and Evolve.
Online courses are extremely lucrative for bloggers.

Or, you can find related products or services you’d be able to promote and earn a commission from by tapping into an affiliate marketplace

For example, a quick search on ShareASale for the keyword “gluten free” shows a bunch of relevant merchants whose affiliate programs your nutrition or health blog could join.

Affiliate marketplace screenshot showing two products.
Use affiliate marketplaces as part of your research when validating your blog idea.

Another way to monetize any blog niche effectively is through premium memberships. Just be sure to offer enough value that users would be willing to pay to be a part of the community. 

For example, you might be effective enough at presenting yourself as an expert in your niche that people are willing to pay for extra content or a newsletter. Or, you might grow a thriving discussion board that users would pay to gain access to.

Furthermore, when thinking about what type of blog to start, consider putting a business-to-business (B2B) angle on your blog. For example, you might focus on executive travel over consumer travel, or start a blog aimed at catering companies rather than home cooks.

Software, products, and services aimed at businesses tend to offer higher commissions, and therefore offer a higher potential income for you. Getting two businesses to make a purchase might make you the same amount of affiliate income as getting 100 consumers to purchase. 

Whatever you choose, ensure your narrower niche will be profitable through research. Look into monetization opportunities of all kinds. This kind of research establishes whether there’s a paying audience in your chosen niche that you can tailor your content to and make money from.

The 6 Proven Types of Blog Content

The majority of blog content falls into well-established formats. These are already popular and familiar to readers, so they’re most likely to perform well and show up high in search results. 

You don’t need to reinvent the wheel, so stick to these popular types of blog content, at least while you’re starting out:

  • “How to” guides are comprehensive tutorials or explainers on a given topic that help readers accomplish a specific goal.
  • List posts deliver power rankings or sets of tips, ideas, examples, or methods relevant to a set topic.
  • Reviews can entail detailed assessments of a product, service, or experience.
  • Resource libraries are specific list posts that deliver a helpful collection of links, vendors, or materials for readers to use themselves.
  • Industry news and trends are timely, up-to-date stories and reporting that is relevant to your blog niche and the audience you’re targeting.
  • Case studies or personal accounts can cover first-hand knowledge, inspirational or aspirational stories, or deep dives into professional endeavors related to your industry.

Among these options, you must find the types of blog content that resonate best with your audience. Do this by looking at your competitors’ top posts or the blogs that inspired you to make one of your own. See what their audiences already engage with and take that as guidance for the content types to start with.

After you’ve published some, monitor the data related to your posts as you grow. Find your own top-performing pages by analyzing metrics such as the number of views and time spent on the page and take note of any post types that are more successful than others. 

Semrush page showing top pages and results.
Semrush helps you find your top-performing pages so you can create data-driven content.

This removes guesswork to show you precisely what types of blog content your audience wants to see and gives you a roadmap for future content creation.

Final Thoughts About Types of Blogs

You may want to start a blog to leave the nine-to-five and become an influential online figure. Or, you may just want to create a digital soapbox that occasionally earns you a bit of extra cash. 

Either way, you must think carefully about the type of blog you want to start. To ensure you choose the right type of blog, you need a solid understanding of what types of blogs perform well and make the most profit. And you have to put in the research to establish whether there’s a paying audience for what you intend to do and consider the best monetization strategies.

We recommend using WordPress with Hostinger when you’re ready to set up your blog site. Then, figure out what topics you will blog about and what types of blog content you will create.

A History of Blogging (1993 – Present Day Timeline)

Do you want to know about the history of blogging?

If you are thinking about starting a WordPress blog today, then you might like to know that there are 1.9 billion websites in the world, and the blogging industry makes up one-third of it. But it didn’t start out that way.

In this article, we’ll share the small beginnings of blogging, the powerful blogging platforms that evolved, and how WordPress came to power over 43% of all websites.

A History of Blogging (1993 - Present Day Timeline)

1993-1994: The First Blogs Were Published

Blogging was born sometime around 1993 or 1994. No one was expecting the impact it would have on the world, and the word ‘blog’ didn’t even exist. As a result, there were no historians watching out for it, and no one kept careful records.

We know that Rob Palmer started a plain text journal online in late 1993. In an article on how he became the first blogger, Rob explains how costly it was to run a website in those days. The domain name cost him $100, and basic hosting cost over $100 a month (for comparison, it costs $2.69 per month now).

However, it’s more widely recognized that the first blog was created by 19-year-old student Justin Hall. His home page contained hyperlinks to interesting content he found online, and articles he wrote himself. The content included basic HTML text formatting and small images.

Ten years later, the New York Times Magazine named him the “founding father of personal bloggers”. You can still find an early version of Justin’s page preserved on links.net.

The First Blog by Justin Hall

Three or four years later, the tech blog SlashDot was launched in September 1997.

December 1997: The Term ‘Weblog’ Was Coined

Originally, blogs didn’t have a name. They were thought of as online journals or diaries, or personal home pages.

In December 1997, Jorn Barger came up with the term ‘weblog’. He maintained an internet culture website called Robot Wisdom, and the term reflected his process of ‘logging the web’ as he browsed.

August 1998 was the first time a traditional news site tried blogging. Journalist Jonathan Duke ‘blogged’ about Hurricane Bonnie for the Charlotte Observer, but didn’t use the term itself.

October 1998: The Open Diary Platform Was Launched

Creating websites was technical, so eventually blogging platforms were created that made it easy for users to record their thoughts and experiences online.

One of the earlier ones was The Open Diary, which developed an online community by allowing users to comment on one another’s posts.

Here’s an early screenshot preserved on the Internet Archive. Notice that blogs were designed for much lower-resolution screens back then.

The Open Diary 1998

March 1999: RSS Made Blog Subscription a Reality

RSS is an abbreviation for Really Simple Syndication or Rich Site Summary. It was initially released in March 1999 and is a format used for delivering frequently changing web content from websites and other online publishers.

It allows users to keep track of updates to their favorite websites without having to visit each site individually. They are able to read the latest content in an RSS feed reader or their email.

You can use RSS to grow your blog by following our guide on how to use RSS in WordPress.

In April 1999, developer Peter Merholz added some humor to his website, Peterme.com. He broke up the word ‘weblog’, into two words, ‘we blog’. This caught on, and the term ‘blog’ was born.

April 1999: LiveJournal, an Early Blogging Platform, Was Launched

In April 1999, programmer Brad Fitzpatrick launched the LiveJournal platform as a way to keep in touch with his high school friends. It quickly grew into a community of people recording their thoughts online.

LiveJournal was easy to use because it provided a single open text area. Its competitors at the time offered form-based text fields.

LiveJournal 1999

In January 1995, the blogging company Six Apart purchased the company that operated LiveJournal, and the platform is still operating today. Although a lot of LiveJournal users have switched to WordPress by following our guide on how to move from LiveJournal to WordPress because WordPress is more powerful and easier to use.

In July 1999, another blogging platform called Metafilter was launched. It was known as MeFi, and its members could post entries to be published on the main website.

August 1999: Blogger Was Launched by Para Labs

Blogger is another early blogging platform, first launched in August 1999 by Pyra Labs. It offered a quick and easy way to create a blog for non-tech-savvy users.

Every entry on Blogger was given a permanent and shareable URL or permalink. This made it easy for users to access the content they were searching for and made Blogger the platform of choice for a lot of writers.

Blogger 1999

Later in 2003, Google acquired Blogger and over time redesigned it into the product we know today. It is WordPress’s largest competitor, and you can learn more in our comparison of WordPress vs Blogger (Pros and cons).

In January 2000, the first known vlog entry was created by Adam Kontras, and also the popular blog Boing Boing was born.

Early 2001: b2/cafelog, the Precursor of WordPress, Was Launched

In early 2001, the French programmer Michel Valdrighi launched a personal publishing system with a new design known as b2 or cafelog.

In contrast with most other blogging systems at the time, the software needed to be installed on the user’s own web server, and it dynamically created pages from the contents of a MySQL database. WordPress users will find this familiar.

b2/cafelog became popular and was eventually installed on about 2,000 blogs. Unfortunately, the project was abandoned, paving the way for its source code to form the basis of WordPress in 2003.

b2/cafelog 2001

October 2001: The Moveable Type Blogging Platform Was Released

The company Six Apart launched the Moveable Type blog publishing system in October 2001. Like b2, it needed to be installed on a web server. They introduced a trackback system in version 2.2 that has been adopted by other blogging platforms including WordPress.

In February 2002, Heather Armstrong lost her job for writing about her work colleagues on her personal blog, dooce.com. As a result, ‘dooced’ has become a term that means ‘fired for blogging.’

April 2002: TheMommyBlog.com Was Founded

In April 2002, Melinda Roberts started TheMommyBlog.com, one of the first blogs focussing on parenting and family life. This would inspire more than 3.9 million other parenting blogs over the next ten years.

This highlights how successful some blogging niches can become. Learn how to select the right niche for your blog in our guide on the best blogging niches that will make money.

The popular Gizmodo blog was also launched in July 2002.

August 2002: Blogads Allowed Blogs to Be Easily Monetized

Blogads, the first broker of blog advertising, launched in August 2002. This allowed many bloggers to turn their hobby into their primary source of income.

Blogads 2002

You can learn to do the same in our guide on how to sell ads on your WordPress blog.

Less than a year later, Google launched AdSense, a competing platform.

November 2002: The Blog Search Engine Technorati Was Launched

Technorati provided a search engine for bloggers in November 2002, allowing blog readers to easily find useful content. In 2008, Technorati also launched an ad network.

Gawker, the first gossip blog, was launched in December 2002. It ceased operations in August 2016 after a legal battle and was later relaunched in July 2021.

February 2003: The Birth of Live Blogging

In February 2003, The Guardian made use of live blogging during the Prime Minister’s question time. They called this ‘live text’ and started to use it frequently for sporting events.

Today live blogging has taken many forms from self-hosted live blogs done on CNN and other blogs, to even real-time tweets which in essence are a form of live blog.

If you’re looking to start live blogging on your own website, then see our step-by-step guide on how to do live blogging in WordPress.

February 2003: Blogger Was Acquired by Google

In February 2003, Google acquired Blogger, which was at that time the biggest and most successful blogging platform. It continued to grow in popularity until mid-2010.

However, since then WordPress steadily rose in popularity, and has been beating Blogger and dominating the trends since 2014.

Blogger remains the second most popular platform used by about 0.4% of blogs, while WordPress used is by an astonishing 97%.

In March 2003, an anonymous Iraqi blogger known as ‘Salam Pax’ blogged about the Iraq War to a worldwide audience.

May 2003: WordPress Was Released

In May 2003, Matt Mullenweg and Mike Little released the first version of WordPress. It was based on the code of an earlier blogging platform, b2/cafelog, that they were involved in. The new software retained the best parts of the older platform and added new features.

WordPress 2003

Like b2/cafelog, the software needed to be installed on a web hosting server, and dynamically created web pages from a MySQL database, just as the current version of WordPress does.

One goal of the platform was to be easy to set up. Here’s a preview of the WordPress 1.0 basic settings screen:

WordPress Settings 2003

If you’d like to see how WordPress came to power 43% of websites, then see our guide on the history of WordPress. You can also see how WordPress features have developed over the years in our guide on the evolution of the WordPress user interface.

June 2003: Google Adsense Was Launched

After purchasing Blogger, Google launched its online advertising platform Adsense in June 2003. Its unique feature was to match ads with blog content, and it made it easy for bloggers to start making money.

Google Adsense 2003

Google Adsense is still a leading ad platform for bloggers. You can learn how to use it in our guide on how to properly add Google AdSense to your WordPress site.

Jason Calacanis founded Weblogs, Inc. in September 2003. It eventually grew into a portfolio of 85 blogs. In 2005 he sold the company to AOL for $30 million.

TypePad, a commercial blogging platform based on Moveable Type, was released in October 2003 and hosted blogs for major multimedia companies such as the BBC.

February 2004: The Year of the Video Blog

In February 2004, videographer Steve Garfield started to upload one or two short videos each month to his personal blog. These often covered news events such as protests and rallies.

Other video bloggers started doing the same, and this became known as ‘vlogging.’ Steve Garfield dubbed 2004 ‘the year of the video blog.’

This led the way for YouTube to be launched the following year.

In May 2004, WordPress 1.2 was released, introducing a new plugin architecture.

In September 2004, Darren Rowse launched ProBlogger.net.

December 2004: ‘Blog’ Was the Merriam-Webster Word for the Year

In 2004, the most looked-up word in the Merriam-Webster online dictionary was ‘blog’. It became their word for the year.

This shows how much blogging was impacting the mainstream world. In fact, 32 million Americans were reading blogs at the time according to one study.

'Blog' Was the Word of the Year in 2004

In February 2005, WordPress 1.5 was released, introducing themes.

February 2005: YouTube Was Launched

With the growth of video blogging, YouTube was launched in February 2005. This made it much easy for users to upload video content to the internet.

YouTube 2005

It would be purchased by Google the following year.

Blogging continued to grow in credibility. In March 2005, Garrett Graff became the first blogger to be granted a press pass for the White House. The popular tech blog TechCrunch was launched in June 2005, and Mashable the following month.

August 2005: Automattic Was Founded

In August 2005, WordPress co-founder Matt Mullenweg founded a new company, Automattic. The following year, it launched a new blog hosting service known as WordPress.com.

This allowed you to create a WordPress blog for free, but without the advanced features of self-hosted WordPress. You could purchase additional options like a custom domain name, additional storage, and other premium services.

Because of the similarity in names, beginners often start with WordPress.com thinking they are getting the powerful WordPress.org software.

After seeing the limitations, users often end up switching from WordPress.com to WordPress.org to have more features, ease of use, and control over their website.

In December 2005, it was estimated that $100 million worth of blog ads were sold that year. Also, WordPress 2.0 was launched, introducing the new admin dashboard.

November 2005: Google Analytics Was Launched

To create a successful blog, it’s helpful to know how users interact with your website, including the blog posts they enjoy and those they don’t. In November 2005, Google Analytics was launched to help website owners track user activity.

It was initially developed from other analytics software acquired by Google, including Urchin on Demand and Adaptive Path, and additional features were added in the following years.

You can learn how to track the activity of visitors to your own blog by following our guide on how to track user engagement in WordPress with Google Analytics.

March 2006: Launch of Twitter, the Popular Microblogging Platform

In March 2006, Jack Dorsey co-founded Twitter and sent out the first tweet. This new platform restricted posts to 140 characters or less, introducing the concept of microblogging.

Twitter 2006

You can use WordPress Twitter plugins to include your recent tweets on your website or encourage visitors to share your blog posts.

Automattic filed for trademark registration for the WordPress name and logo in March 2006. At the time there were 50 million blogs on the internet according to Technorati.

August 2006: The First WordCamp Was Held in San Fransisco

WordCamps are locally-organized conferences covering everything related to WordPress. The first WordCamp was organized in San Francisco by Matt Mullenweg in August 2006.

Since then local communities around the world have organized hundreds of others. If you would like to attend one, you may be interested in our infographic on what a WordCamp is and why you should attend.

October 2006: Wix Hosted Blogging Platform Was Launched

Wix was launched in October 2006. It is a popular hosted platform that offered a drag-and-drop website builder, allowing small businesses to easily build a website without coding skills. However, themes were limited, and you had to pay for every third-party plugin.

Wix currently has over 110 million users across the globe. Learn how it compares with WordPress in our article on Wix vs WordPress.

Google acquired YouTube in October 2006.

February 2007: Tumblr Microblogging Platform Was Released

Tumblr was launched in February 2007. It’s a microblogging platform with social networking features including following other blogs, reblogging, built-in sharing tools, and more.

Tumblr 2007

The platform was purchased by Yahoo in 2013, then acquired by Verizon in 2017. It is currently owned by Automattic.

If you’re a Tumblr user looking to move to a new platform, you can see our guide on how to properly move your blog from Tumblr to WordPress.

Posterous, a similar microblogging platform, was launched in May 2008. On an unrelated note, the White House started its own blog in January 2009.

July 2009: WPBeginner Was Launched

In July 2009, the WPBeginner blog was launched by 18-year-old web developer Syed Balkhi. He decided that instead of maintaining his clients’ WordPress websites, he would teach them to do it themselves.

He scoured the web to find a resource that could help his clients and other new WordPress users, but most WordPress tutorials were written by developers for developers. So he created WPBeginner as a resource targeted toward WordPress beginners and DIY users.

WPBeginner 2009

Since then, WPBeginner has become the largest free WordPress resource site in the industry.

In June 2010, Automattic donated the ‘WordPress’ trademark to WordPress.org. By the end of the year, there were more than 152 million blogs across all platforms and 11% of bloggers were earning their primary income from blogging.

August 2012: Medium Was Launched

Evan Williams, a co-founder of Pyra Labs which created Blogger, launched a different type of blogging platform called Medium. It works like a social network where you can publish articles.

Medium 2012

Medium has grown into a community of writers, bloggers, journalists, and experts. It is an easy-to-use blogging platform with limited social networking features.

However, while the platform looks attractive at first, the lack of monetization and control leads to most people switching from Medium to WordPress. To learn which platform matches your needs, see our guide on WordPress vs Medium – which one is better?

April 2013: Ghost Minimal Blogging Platform Was Launched

Ghost is a minimalist blogging platform with features entirely focused on writing blog posts. It was launched in April 2013 and is available as a hosted platform, and also a version that you can host on your own server, though this is tricky.

Ghost 2013

Ghost now has over 3 million installs with an active monthly user base of over 10,000. You can learn how it compares with WordPress in our WordPress vs Ghost guide.

In April 2013, LinkedIn acquired the Pulse blogging platform, which was rolled out to all users over the next couple of years.

September 2013: OptinMonster Was Launched

In September 2013, Syed Balkhi and Thomas Griffin co-founded OptinMonster, the most powerful conversion optimization software. It was designed to help bloggers grow their email lists in WordPress and convert website visitors into subscribers.

Over the years, Syed had tried numerous techniques to get more email subscribers. He was able to get 70–80 new subscribers each day by adding a sidebar form, contact form, and other landing pages to his site.

When he started using OptinMonster, he started getting 600% more email subscribers even though his blog was getting the same amount of traffic as before.

OptinMonster 2013

OptinMonster is now used on over 1.2 million websites. You can learn how to use it by following our guide on how to build your email list in WordPress with OptinMonster.

In April 2015, there were more than 227 million blogs worldwide.

March 2016: WPForms Was Launched

The following year, Syed Balkhi co-founded another product, this time with Jared Atchison. WPForms is a powerful WordPress plugin that makes it easy for bloggers to create forms using templates and drag and drop.

You can easily create a contact form, online survey form, email subscription form, donation form, billing order form, or any other type of form with just a few clicks without hiring a developer or learning how to code.

WPForms 2016

You can learn how to get started with WPForms on your own blog by following our step-by-step guide on how to create a contact form in WordPress.

April 2016: MonsterInsights Was Launched

In April 2016, Syed Balkhi acquired Yoast Analytics, the most popular Google Analytics integration in the world, and rebranded it as MonsterInsights. The plugin allows you to easily install Google analytics in WordPress and shows you helpful reports in your dashboard.

Google Analytics shows you how your audience interacts with your website, which is crucial for a successful blog. The best part about using MonsterInsights is that you can add the Google Analytics tracking code without editing code or hiring a developer.

MonsterInsights 2016

You can learn how to install Google Analytics on your blog using MonsterInsights in our guide on how to install Google Analytics in WordPress.

In May 2016, WordPress introduced the .blog domain extension as an alternative to .com, .net and .org. By February 2017, there were more than 300 million blogs online.

November 2017: Substack Was Founded

Substack, an online newsletter publishing platform, was founded in November 2017. It allows you to easily send newsletter emails to your subscribers.

You can have both paid and free subscriptions, and Substack gets a share of all your paid subscription fees. Apart from newsletters, you also get a basic website and podcast hosting.

However, Substack doesn’t have all the functionality of a typical blogging platform or a content management system. You can learn how it compares with WordPress in our guide on Substack vs WordPress: which one is better?

Substack 2017

WordPress 5.0 was released in December 2018 and introduced the block editor, codenamed Gutenberg.

October 2018: SeedProd Joined Awesome Motive

In October 2018, SeedProd, the popular coming soon and maintenance mode plugin for WordPress joined Awesome Motive through a merger, along with the plugin’s founder, John Turner. At the time it was used by 800,000 WordPress sites.

The plugin was launched in 2011 and allows bloggers to easily create custom landing pages and layouts using a drag-and-drop builder interface. You can see how it works by following our guide on how to create beautiful coming-soon pages in WordPress using SeedProd.

SeedProd 2018

To celebrate the tenth anniversary of the WPBeginner blog, the WPBeginner Engage Facebook Group was launched in April 2019. It currently has over 89,000 members and is the largest WordPress group on Facebook.

February 2020: All in One SEO Acquired by Awesome Motive

In January, Awesome Motive acquired All in One SEO (AIOSEO), the original WordPress SEO plugin that was being used by over 2 million websites at the time.

The plugin was released in 2007 by Michael Torbert and allows you to easily optimize your WordPress blog for search engines and social media platforms.

To learn how to make the most of the plugin, see our guide on how to set up All in One SEO for WordPress correctly.

Awesome Motive acquired Smash Balloon in June 2020. This popular plugin makes it easy to add your social media feeds to WordPress.

Later that year, PushEngage a leading web push notification software was acquired by Awesome Motive to help more bloggers use push notification to notify their users about new blog posts.

Web push notifications have become one of the most effective way to notify blog subscribers about new content, and it’s used by large news sites and publishers.

July 2021: SearchWP Acquired by Awesome Motive

Awesome Motive made another acquisition in July 2021: SearchWP, the leading search engine plugin for WordPress. It was originally developed in 2013 by Jon Christopher.

Effective site search is important to bloggers. It allows their users to find what they’re looking for, resulting in more sales and page views.

To learn how to use the plugin on your website, see our guide on how to improve WordPress search with SearchWP.

By 2022, 43% of the web was built on WordPress. There were 572 million blogs globally, and over 31 million bloggers in the US alone. For more statistics like this, see our list of blogging statistics, trends, and data.

July 2023: End of Life for Google Analytics UA

Google Analytics 4 is the latest version of Google’s analytics platform. It has many changes, like a new reporting system and metrics. The way GA4 collects and processes data is also different from the previous version known as Universal Analytics (UA).

Google will sunset the old Universal Analytics on July 1, 2023. It’s important to switch your blog over to the new version before then.

You can learn everything you need in our ultimate guide to GA4 in WordPress for beginners.

We hope this article helped you learn about the history of blogging. If you have additional blogging history facts, please let us know by leaving a comment below.

You may also want to learn how to choose the best blogging platform, or check out our list of ways to make money online blogging with WordPress.

If you liked this article, then please subscribe to our YouTube Channel for WordPress video tutorials. You can also find us on Twitter and Facebook.

The post A History of Blogging (1993 – Present Day Timeline) first appeared on WPBeginner.

&lt;article&gt; vs. &lt;section&gt;: How To Choose The Right One

“Do I use a <section> or an <article> element?” I have had to ask myself this question an unhealthy amount of times whenever I have to group content in a container element.

A conversation I had on Twitter led me to research this question and ultimately to write on it. It was a conversation with Grace Snow where I shared an approach to writing HTML that I love to use. I love to write out my HTML structure (boxes) first and with no content to ensure I am not thinking of styling while I write my HTML. She then spotted that I might be making problematic use of the section and article elements in my sincere attempt to be semantic.

It turns out that to choose between section and article, we need our content. In fact, to determine if our content is narrowed down enough to those two, we need our content.

We can build a mental model that ensures we make the best decision every time by taking our content into consideration.

Let’s take a deep dive in!

Document Semantics

HTML passes two related but distinct information to user devices. The first is the visual presentation information, which tells the device how to display the document by default.

The second is known as semantic information or, simply, semantics. It conveys “meanings” in the document, i.e., each element’s purpose and the relationship between them. In this sense, the spec would say that an element “represents” something. So, when you see “represents” in the spec, what follows is the semantic information embedded in the element.

The h1 element reveals the presence of these two sets of information. The visual presentation information for the h1 element, when encountered by browsers, is why it appears bold and with a larger font size than the rest of the document. The semantic information that the h1 represents is that it is the highest rank heading for its section.

Sighted users can gleam the semantic meaning from devices like the browser by observing the visuals. For headings, we can differentiate based on differences in font size and weight, or in the case of lists, the presence of bullet point markers or numbered markers. For users who do not rely on sight, the semantics are only accessible through options or devices that allow them to request that the semantic information be announced in other ways that may not be visual. These options and devices are generally called assistive technology.

HTML prescribes some elements that convey implicit meaning to browsers which browsers can extract to the accessibility API, making it available to assistive technologies that, in turn, interpret this meaning to users. This meaning gives users a wholesome sense of the webpage they are visiting, such as document structure and navigation assistance, or in this instant case, both document structure and navigation assistance.

However, it is not only elements that directly wrap text content that carries semantic information. Elements meant for grouping other elements also carry some meaning; in some cases, it may be meaning we want to communicate.

Does My Grouping Play A Semantic Role?

This first step in our mental model is to question if grouping the content as we are about to do is necessary for the document structure to make sense. Broken down, I would ask myself in this kind of manner:

  • Is there any possibility the content of this block shares something in common that adds some sense to my document structure overall when it is read together?
  • If I were to describe my document structure to a person without showing it to them, would I mention that there is that particular grouped area for them to appreciate the document structure?

If the answer to these questions is “no,” then you may have a situation where a <div> could be appropriate, as Scott O’Hara notes. Reading Scott’s article could help you further examine the role your grouping plays and even formulate a better set of questions than mine. I do not intend to cover the <div> element in this article as Scott sufficiently covers it. I only intend to state that first, you must confirm that the grouping you are making is influenced by document structure. If it is, you can proceed to interrogate further to determine if it is an <article> or <section>.

To be clear, I do not mean that the grouping must only be influenced by document structure for you to start to consider <article> or <section>. It is enough that it is one of the possible reasons. For instance, it is possible for content in your grouping to share a distinct design or language and, at the same time, influence the document semantics.

What Semantic Role Does My Grouping Play?

We have now decided that the grouped content serves some function in describing the document. The next step is to determine which of the semantic meaning already carried by the article or the section element most accurately describes what function your grouped content is intended to serve in the document structure.

What The HTML Spec Say

Let us take a look at the primary source of authority on HTML and start to form our understanding of the section and article elements and their inherent semantic meaning.

The HTML Living Standard says of the article element:

The article element represents a complete, or self-contained, composition in a document, page, application, or site and that is, in principle, independently distributable or reusable, e.g., in syndication. This could be a forum post, a magazine or newspaper article, a blog entry, a user-submitted comment, an interactive widget or gadget, or any other independent content item.

As relates to the section element, the HTML Living Standard defines it this way:

The section element represents a generic section of a document or application. A section, in this context, is a thematic grouping of content, typically with a heading...

Examples of sections would be chapters, the various tabbed pages in a tabbed dialog box, or the numbered sections of a thesis. A website’s home page could be split into sections for an introduction, news items, and contact information.

To help narrow it further, the specs offer this clue on when to use the section element:

...A general rule is that the section element is appropriate only if the element’s contents would be listed explicitly in the document’s outline.

The linked specs give quite elaborate examples. However, it is safe to say that the choice is seemingly heavily subjective. Authors must actively decide if the particular group they have come up with is “complete” and “independently distributable,” in which case the choice would be an article or if it is a “thematic grouping of content,” in which case the choice would be a section. Let’s consider some tasks.

If you were to build a blog like Smashing Magazine, which of these elements would you use to wrap the portion of the landing page that contains the list of all blog posts teasers? In that wrapped portion, what element would wrap each blog post teaser? If you click on one of the blog post teasers and land on the expanded post page, which elements would wrap up the blog article?

If you were to build Twitter, would you wrap each tweet fed into the users’ timeline in an article because they are “self-contained” and “in principle, independently distributable”? Or would you wrap them in a section because they are “a generic section of an application”? Or perhaps, in this case, a div is semantically appropriate? Still taking the Twitter example, is your timeline container a section of the whole Twitter application, or is your timeline an article within your Twitter application? Or perhaps everything is just cake, and nothing is real.

We will return to apply our mental model to these two scenarios.

Understanding What The Specs Mean

I reckon the reason for the seeming confusion is the mental model we have. At least that was the case for me.

The article element was not so-named after a written article. I wrongly assumed that it was, and perhaps you might have too. I literally just learnt that an article element existed and assumed that blog articles are so important on the web that the WHATWG decided to make an element dedicated to wrapping blog posts like this one. It felt intuitive to me, but I was wrong. I guess that is why web standards exist. Intuitions are not always uniform.

It turns out that in the Oxford English Dictionary and other dictionaries, one of the definitions for the word article is “a particular item or separate thing.” This is the sense in which the specs use the article element. It is right there in the spec’s definition of the article element, but as I said, that is not how I generally use the word “article.” In fact, dictionaries give the first definition of an “article” as a written work.

So, while the spec clearly says what sense it is used in, we still do not think of it that way.

To make it more adjust our thoughts, Bruce Lawson gives the best anecdote to understand the article element:

I gave my usual answer: think of <article> not just as a newspaper article or a blog post, but as an article of clothing — a discrete entity that can be reused in another context. So your trousers are an article, and you can wear them with a different outfit; your shirt is an article and can be worn with different trousers; your knee-length patent leather stiletto boots are an article (you wouldn’t wear just one of them, would you?).

It means what an article represents is content that can be taken out of the document and away from the immediate surrounding content, dropped somewhere else, say on another page, and still make total sense as it is grouped.

In the same way that you could use an article, such as a table lamp (an independent content group), to improve the aesthetics of your living room, and it would complement your sofa, tv console, curtains, and so on (immediate surrounding content). Yet, if you were to take your table lamp into your room, and it was simply placed at your bedside or your workstation, it would still be identifiable as a complete lamp.

The section element, on the other hand, represents “a thematic grouping of content,” meaning that a section is a part of a larger group without which it may not necessarily stand to make complete sense alone. It may stand alone, but in the theme of your content overall, it is less likely to be standalone. As the spec put it, “Examples of sections would be chapters, the various tabbed pages in a tabbed dialog box, or the numbered sections of a thesis. A website’s home page could be split into sections for an introduction, news items, and contact information.”

This is why a section would usually have a heading, providing a sort of call back to what part of the larger document the section relates to.

Let us go back to our lamp analogy. Our lamp itself makes sense as an item, but in reality, it has different parts that could technically be separated but really should not. I could take off the umbrella-shaped hood of my lamp, take the light bulb out, take off the base, and take off the upright stand. Together, they make up a lamp but, taken apart, not quite. If you are presented with the umbrella-shaped hood of a lamp, you are likely to think, “What is this from? Where is the rest of it?” If you are presented with the light bulb, you are likely to think, “Where does this go?”

Let’s Group Some Content

A Blog Website Landing Page

Firstly, let us take the example of a blog website. Our blog is the Smashing Magazine. Let us take a look at our landing page.

Here are the major areas on our landing page:

  • Header with Site navigation,
  • Main Area,
  • Footer with Topic Navigation.
<header>
    <nav>
        <!--     Website navigation goes here -->
    </nav>
</header>

<main>
    <!--     We would group the content that should go here     -->
</main>

<footer>
    <nav>
        <!-- Topic navigation goes here     -->
    </nav>
</footer>

These are groups that already have elements to represent them. So, we are not deciding between section and article for these.

In our Main Content, these are the identifiable groups:

  • Selected Articles,
  • Newsletter Subscription,
  • Components and Guides,
  • Latest Posts,
  • Smashing products and offerings,
  • Smashing conferences,
  • External articles from community members.

What element should wrap these grouped content? Let us apply our mental model. For each of these content groups, we follow this mental model.

  • Does grouping this content play a role that may help explain my document structure?
    • If it does not, then I can use a div.
    • If it does, play a role and proceed to consider if the role matches a section or an article.
  • What role does it play in my document structure?
    • Is the content of this group thematically related such that it helps to understand the outline of my document? If it is, then it is possibly a section.
    • Is the content of this group one that contains content that I can take out and redistribute to other pages while it does not totally tie to my document theme and outline? If it is, then it is possibly an article.

I encourage you to grab a piece of paper and make your grouping before proceeding to see mine. This way, we can compare how we think of each content group’s role on our page.

Now let’s build the skeletal grouping for our Smashing Magazine:

  • Selected Articles
    Does it play a role in my document structure? Yes. What role? It is a part of the outline of content on my landing page. Verdict: section.
  • Newsletter Subscription
    Does it play a role in my document structure? Hmm. Well, it is not exactly necessarily within the central theme of my landing page, so I am doubtful about this one. I’d just say “no.” Verdict: div.
  • Components and Guides
    Does it play a role in my document structure? Yes. What role? It is a part of the outline of content on my landing page. Verdict: section.
  • Latest Posts
    Does it play a role in my document structure? Yes. What role? It is a part of the outline of content on my landing page. Verdict: section.
  • Smashing products and offerings
    Does it play a role in my document structure? Yes. What role? It is a part of the outline of content on my landing page. Verdict: section.
  • Smashing conferences
    Does it play a role in my document structure? Yes. What role? It is a part of the outline of content on my landing page. Verdict: section.
  • External articles from community members
    Does it play a role in my document structure? Yes. What role? It is a part of the outline of content on my landing page. Verdict: section.

Here is what my Smashing Magazine landing page looks like now:

<header>
    <nav>
        <!--     Website navigation     -->
    </nav>
</header>

<main>
    <section>
        <!--     Selected articles     -->
    </section>

    <div>
        <!--     Newsletter subscription     -->
    </div>

    <section>
        <!--  Components and guides    -->
    </section>

    <section>
        <!--     Latest posts -->
    </section>

    <section>
        <!--     Smashing products and offerings -->
    </section>

    <section>
        <!--     Smashing conferences     -->
    </section>

    <section>
        <!--     External articles from community members     -->
    </section>
</main>

<footer>
    <nav>
        <!-- Topic navigation     -->
    </nav>
</footer>

We all might adjudge the role some items play differently. The “Newsletter Subscription” area, for instance. I would not outline “Newsletter Subscription” in my document outline, nor would I care to encounter it on a document outline for a page I visit. Yet again, if it were Substack, a platform for newsletters, I would definitely see how an area to subscribe to the newsletter would be a section. And while I have used a div here, it could as well have been an aside, but, of course, that is not why we are here today. The point is how we adjudge our content guides our decision.

I guess my point is your decision would be marginally better provided you interrogate and justify the role you want your content group to play in each case. You would have consciously put effort into making your web content understandable for users and other developers that would encounter your technical debt.

An Article Post On A Blog Website

So, we have clicked on one blog article from the “Selected Articles” area and have expanded that article to its own page. This specific blog article you are reading, how is it grouped? Again, here is our base template:

<header>
    <nav>
        <!--     Website navigation     -->
    </nav>
</header>

<main>
    <!-- This article is wrapped here -->
</main>

<footer>
    <nav>
        <!-- Topic navigation     -->
    </nav>
</footer>

Do you wrap it in an article, do you wrap it in a section, or perhaps a div?

Would you break this article itself into smaller grouped bits? Maybe a bunch of sections or a couple of articles? Are there redistributable parts of this article or parts that you would expose to the document outline?

I would refrain from saying what I arrived at, but I would love to know what you would use. Take a note of your answers as we shall revisit this later on.

A Web Application: Twitter

So, we have one more exercise, a web application, specifically Twitter.

  • Is the timeline container a section of the whole Twitter application, or is your timeline an article within your Twitter application, or is it a div?
  • Would you wrap each tweet fed into the users’ timeline in an article because they are “self-contained” and “in principle, independently distributable”? Or would you wrap them in a section because they are “a generic section of an application”? Or perhaps, in this case, a div is semantically appropriate?

If I apply the mental model, below is the way how I would do it:

My timeline is a part of my document outline, and yet, to an extent, it can be independently distributed. I could take my timeline out, and it would stand well alone. It seems like it could be viable for a section or an article. So, I question further, what do I really intend? Do I want it to function for redistribution or as a part of my application? If you use Twitter, you would agree that your timeline is more of an integral part of your homepage than it is redistributable. Here I would settle for a section.

For each tweet in my timeline, it would be an article. This is because each tweet is not thematically connected to the next tweet on my timeline such that I could say it can be a part of an outline. So, tweets are not sections. They are “self-contained” and “in principle, independently distributable.” You can even click a tweet to enter a new world with comments and quote tweets, and so much more.

Truly, and indeed, if you walk your way through the div-soup of the Twitter page, nested in, there is a nice pretty section just sitting there, as it should be. This section holds your timeline. And if you proceed deeper into the section, and further down a serving of divs, you can pick up an article holding each tweet. This is where I confess that I let out a tiny scream when I discovered that my thoughts matched what Twitter did.

This inspection of Twitter also shows how the presence of divs does not mean that semantic meaning has been sacrificed or lost.

Nesting sections And articles And Other Groups

You can nest these elements within each other. You probably already figured that by now after looking at the Twitter example.

divs, articles, and sections can go into each other without necessarily breaking accessibility. If you apply the mental model, you can question each nesting you are about to make and group accordingly.

Take the example of this blog post. I did not answer how I would wrap it when I asked a few paragraphs ago. Here is what I could do:

I could wrap this whole article you are reading in an article. Then I would further nest the large chunks of this article into sections because I want each portion to be really divided up for easy understanding. So far, this is what this blog post you are reading could look like:

<header>
    <nav>
        <!--     Website navigation     -->
    </nav>
</header>

<main>
    <article>
        <h1>Article versus section: Making your choice count in the larger context of accessibility</h1>

        <section>
            <h2>Quick summary</h2>
            <!--  paragraphs go here    -->
        </section>

        <section>
            <h2>Introduction</h2>
            <!--  paragraphs go here    -->
        </section>

        <section>
            <h2>Document Semantics</h2>
            <!--  paragraphs go here    -->
        </section>

        <section>
            <h2>Does my grouping play a semantic role?</h2>
            <!--  paragraphs go here    -->
        </section>

        <section>
            <h2>What semantic role does my grouping play?</h2>
            <!--  paragraphs go here    -->
            <h3>What the HTML specs say</h3>
            <!--  paragraphs go here    -->
            <h3>Understanding what the specs mean</h3>
            <!--  paragraphs go here    -->
        </section>

        <section>
            <h2>Let's group some content</h2>
            <!--  paragraphs go here    -->
            <h3>A bog website landing page</h3>
            <!--  paragraphs go here    -->
            <h3>An article post on a blog website</h3>
            <!--  paragraphs go here    -->
            <h3>A web application: Twitter</h3>
            <!--  paragraphs go here    -->
        </section>

        <section>
            <h2>Nesting sections AND articles</h2>
            <!--  paragraphs go here    -->
        </section>

        <!--     Rest of article continues here     -->
    </article>
</main>

<footer>
    <nav>
        <!-- Topic navigation     -->
    </nav>
</footer>

Notice how I give my sections appropriate headings since I have decided to use section? Recollect that the spec says a section should typically have a heading. Also, recall that you make sections if you think they should feature in your document outline. As such, a heading would provide the text to feature in the outline.

If there is a need for it, your sections and articles could have other grouped content in them. For instance, you could have a header to hold your section’s heading or a footer to hold information about a section, such as links to related documents, etc. If you will, the “Further reading” area of this post could be wrapped in a footer.

As for main, you are restricted to using it only when it is hierarchically correct, i.e., if it is a direct child of html, body, div or form. In any case, you are restricted from using more than one main element without the hidden attribute.

How section And article Are Exposed

So far, we have looked at how to group content but only from the viewpoint of developers. How is how our grouping exposed to readers?

section And article In Browsers

Browsers generate an Accessibility Tree which you can inspect with the developer tools. You can open the developer tools, activate the Inspector, and navigate to the Accessibility tab.

Firefox, Chrome, and Microsoft Edge similarly present the respective roles of the article and section elements on the Accessibility Tree. The article element has the role of “article” on the accessibility tree. The section element has the role of the “section.” This means that the browsers accurately recognise what our grouping of content represents.

However, while the browsers correctly understand what our grouping of content represents, users do not get any particular hints about this. So articles and sections are not perceivable or otherwise navigable by the keyboard on the browser. If the page is styled, then visual cues provided by your design could hint at the grouping of content. But there is no default underlining or outline on focus as you’d get with links.

Note: I should briefly note that we (Manuel and I) got a little tripped up on browsers exposing the section element as having a role of “section” because, in aria accessibility definitions, the aria role of section is not the same as the HTML section element. The aria role of “section” is an abstract role and should not be used by authors/developers. So please do not set a role="section" attribute in your HTML. Anyway, it would seem that the browsers may be using their own internal accessibility terms. This conclusion is especially supported by the fact that in Firefox, for instance, images have the role of “graphic,” but aria does not have any role known as a graphic. Perhaps someone more knowledgeable would definitely be able to explain what is happening. However, the expected behavior is correct.

section And article In Screen Readers

Screen readers read the accessibility API and then handle the elements correctly. There are a couple of screen readers in use. Thankfully, AccessibilityOZ documents how sectioning elements are handled by screen readers, which still seems accurate at the time of writing this article.

article In Screen Readers

Where grouped content is wrapped in an article, different screen readers handle it differently.

In terms of being perceivable, AccessibilityOz documents that JAWS, Talkback on Android, and VoiceOver announce the entry into and exit from an “article” if it encounters it. NVDA and Narrator do not announce an article.

I specifically was able to test on NVDA and Narrator as I use a Windows laptop, and the article was not announced. Manuel was also kind enough to help test on VoiceOver and Talkback, and the article is announced if it is encountered as you traverse the page.

I snooped around and found that NVDA allows you to turn on the option to announce the presence of an article. It is just turned off by default. I am not certain how frequently non-developer users would customise that option.

Regarding navigation, users on Narrator cannot jump to an article as it is not perceivable. Users on NVDA that have activated the option to have articles announced cannot jump to an article. There is no shortcut for that. It is only announced if encountered while traversing the page. JAWS has a dedicated shortcut for moving through articles on a page by pressing the O key. VoiceOver users can jump across articles using the shortcut (VO + Shift + left/right arrow).

While some users would get the presence of an article announced, others would not. So, the experience is not uniform. I have also wondered if there is any practical use for announcing an article. I am not sure when I heard the announcement that I am “in the article” on a webpage, I would interpret it as “in an independent, redistributable and self-contained content.” It sounds more like I am in a “written body of work.” I do not have the capacity to test this anyway, so it really is just my own thought.

The question, then, is what direct benefits do users of my page get from grouping content semantically within an article? What does it translate to for my users after I have correctly wrapped my group in an article? If there is none, why should I not just use the div instead? Bruce Lawson’s article, “Why You Should Choose HTML5 article Over section” adequately covers that. Reader for Apple’s WatchOS looks out for article elements to appropriately determine what to display on the iWatch. While this is not a use case particularly prescribed by the web standards, perhaps we might see a trend of device makers taking this approach. So if you are designing your page with WatchOS in mind, this would be an additional reason to use article, at least over a div.

But I still wondered if there are any additional reasons directly for the benefit of users. Why would I want to jump through all articles on a webpage? Why jump through independent items on a webpage without context in the manner that JAWS and Voiceover allow? So I did some digging, and here is what I found about the prescribed functionality for article role by assistive technology:

An article may be nested to form a discussion where assistive technologies could pay attention to article nesting to assist the user in following the discussion…

…When nesting articles, the child articles represent content that is related to the content of the parent article. For instance, a weblog entry on a site that accepts user-submitted comments could represent the comments as articles nested within the article for the weblog entry.

…When the user navigates to an element assigned the role of article, assistive technologies that typically intercept standard keyboard events should switch to document browsing mode, as opposed to passing keyboard events through to the web application. Assistive technologies may provide a feature allowing the user to navigate the hierarchy of any nested article elements.

I was sadly unable to reproduce this behavior directly. Jumping through articles on VoiceOver with the shortcut merely announces “article, article, article.” It does not seem they implemented the feature to allow users to navigate the hierarchy of nested articles, or I could not get it to work.

However, it doesn’t hurt to build with nested articles if it is the appropriate thing to do. If screen reader makers implement this recommended behavior, your page is already prime and ready for it. Consider it some sort of future-proofing.

section In Screen Readers

Where grouped content is wrapped in a section, screen readers treat it more consistently.

In terms of being perceivable, all screen readers do not announce entry into or exit from a section. This also means in terms of navigation, there is no way to navigate from one section to another.

Extending section Into Navigable region

The imperceivable nature of section is only a default behavior. As such, we can customize our section and expose it to screen readers users using WAI-ARIA (Web Accessibility Initiative — Accessible Rich Internet Applications).

Here is a summary of what WAI-ARIA is and what it does culled from the MDN Docs:

WAI-ARIA (Web Accessibility Initiative — Accessible Rich Internet Applications) is a specification written by the W3C, defining a set of additional HTML attributes that can be applied to elements to provide additional semantics and improve accessibility wherever it is lacking...

Implying that while you may already be writing semantic HTML, you can customise and provide even greater semantic meaning!

In this specific case, we are more concerned with the category of landmark roles provided by ARIA, which are roles that provide navigational context for the application or the document. To understand better, the definition of landmark provided by WAI-ARIA reads:

A type of region on a page to which the user may want quick access. Content in such a region is different from that of other regions on the page and relevant to a specific user purpose, such as navigating, searching, perusing the primary content, etc.

With landmark roles, we can provide non-sighted users with a key experience that sighted (and fully non-disabled) users of our page would have: the ability to first scan or skim through a page and then decide where to focus their attention.

For the specific case of section and the intended semantic, we intend to pass to users; namely that the content in it is thematically related or has a central idea, the particular role of region is our concern.

As a landmark role, a region is intended by the w3c to be:

A perceivable section containing content that is relevant to a specific, author-specified purpose and sufficiently important that users will likely want to be able to navigate to the section easily and to have it listed in a summary of the page.

We can make specific sections of our page into regions calculated to make it easier for screen reader users to jump to that part of the page. This could be especially useful on pages populated with a lot of content other than the primary reason users might be on the page.

To create a region, there are two things to do. Firstly, make your element a region by including the attribute-value pairing role="region" in your element’s opening tag. Secondly, you give your region an accessible name. However, where your grouping element is a section, you only have to do the second. This is because if your section element has an accessible name, then it has an implicit role as a region. As such, it is not recommended to set a role that matches the implied semantics for the element. So let’s set an accessible name.

An accessible name is simply the name of a user interface element, especially as exposed by the accessibility API to assistive technologies.

The specification for the region role requires that:

Authors must give each element with a region role a brief label that describes the purpose of the content in the region.

An accessible name is required for the region role. If there is no accessible name, then browsers and assistive technologies must not expose a region to users because users will be jumping to a region with no description or context, almost like what happens with an article.

There are multiple ways to provide a name depending on the element involved. However, we shall narrow it down to what is relevant for a section being used as a region.

The first and most preferred way to name your region is to name via the aria-labelledby attribute. To do this, you reference a visible element on your page and direct the assistive technology to use the text content of that visible element as the name of the region. This visible element should preferably be a heading.

To do this, give the element whose content you are referencing an id attribute with a value of choice. Then give your section element an aria-labelledby attribute. Then set the value of the aria-labelledby attribute to the exact value as the id of the element whose content you are referencing. Take a look at this in action:

<section aria-labelledby="posts">
<!-- This area contains teasers for all blog posts on the website  -->
    <h2 id="posts">All blog posts</h2>
    <article>
        <header>
            <p>Cosima Mielke wrote</p>
                <h2>Expand Your Horizons (June 2022 Desktop Wallpapers Edition)</h2>
        </header>
        <div>
            <p>What could be a better way to welcome June than with some colorful inspiration? Well, we might have something for you: wallpapers created with love by artists and designers from across the globe.</p>
            <p><a>Continue reading ↬</a></p>
        </div>
</article>
    <!-- More blog post teasers here  -->
</section>

Take note that your aria-labelledby does not carry an #, unlike what obtains when linking to an id with an href. It is aria-labelledby="posts" not aria-labelledby="#posts". Remember also that we do not set a role=region for a section element. It is already implied once you give an accessible name.

Using this code example, screen readers would have the region announced to them under the landmark navigation as such “all blog posts, region” or something similar.

The second way to give an accessible name is to use the aria-label attribute if there is no visible element with content that could accurately label your region. In this case, the value you give to the aria-label itself would be read as the name of the region.

<section aria-label="all blog posts">
<!-- This area contains teasers for all blog posts on the website  -->
    <article>
        <header>
            <p>Cosima Mielke wrote</p>
                <h2>Expand Your Horizons (June 2022 Desktop Wallpapers Edition)</h2>
        </header>
        <div>
            <p>What could be a better way to welcome June than with some colorful inspiration? Well, we might have something for you: wallpapers created with love by artists and designers from across the globe.</p>
            <p><a>Continue reading ↬</a></p>
        </div>
</article>
    <!-- More blog post teasers here  -->
</section>

In this code example, there is no heading for the region that we can reference. So this region would be announced as “all blog posts, region” by directly reading the value we supplied for the aria-label attribute. You will notice that the accessible name is written in lowercase. This is because screenreaders could mistake words written in all caps to be acronyms and then spell them out alphabet by alphabet instead of reading them as a single word. The sentence case is fine, but please avoid all caps. If you want to make emphasis, use the em tag.

To recap, aria-labelledby is a referential naming mechanism and is recommended because users, relying on assistive technology, get labels from existing content on the page, ensuring that the experience they are served is significantly the same as what other users get. On the other hand, aria-label is a direct naming mechanism. Using it means that users relying on assistive technology get labels from the author’s interpretation of what the element does. This is why it is recommended to use it only where no visible content on the page itself is appropriate. Active decision-making is required.

Finally, not every section has to be a region. Seriously, on learning this new power to create a region, it is tempting to look at all elements on your page and go, “you get a region, you get a region, everyone gets a region.” Please do not do this. Why? Scott O’Hara explains, “Overpopulating a web page with landmarks will reduce their ability to help users find the most important parts of web pages.” Remember, regions should be attached to areas users want to reach easily. Now let us look at real-life examples of these in play.

Smashing Magazine uses the aria-label technique for the “Quick Summary” part of this blog post. If you open your developer tool and Inspect the “Quick Summary”, this is what the markup looks like:

<section aria-label="quick summary" class="article__summary">
    <span class="summary__heading">Quick summary ↬</span>
    <!--     Rest of summary continues here -->
</section>

Now screen reader users can jump to the “Quick Summary” region using shortcuts and get an overview of what the article is about without having to first interact with the whole article.

Let’s take another look at Twitter, a web application for using the aria-labelledby technique. Look at the developer tools, particularly the section holding your timeline. You will see an aria-labelledby="accessible-list-9" attribute in the section’s opening tag. It points to the h1 element just below it, which has an id="accessible-list-9" and text content that says “Your Home Timeline.” Now users of screen readers can use the landmark navigation menu in their screen reader and navigate to “Your Home Timeline region.”

Two questions may have crossed your mind. First, why is there a role="region" on the section element when the specs say that a section with an accessible name does not need to be assigned a region role expressly? Second, why can’t I see the h1 element with “Your Home Timeline” in my browser if the aria-labelledby is supposed to reference a visible element?

For the first question about declaring role="region" on the section element, the specs say it is not recommended to expressly set a role that is the same as the implied semantics. However, they do recognise that there might be browsers and devices that do correctly expose the implied semantics. As such, for an application like Twitter used by hundreds of millions of persons, it is reasonable to set the region role expressly to cover the bases as they cannot predict all the varying types of browsers and devices in use.

The second question is why the referenced element for the aria-labelledby is not on the page. This is a pattern/technique that people building pages with accessibility in mind employ every now and then. No rule has been broken here. An h1 element is a visible element. What has been done here is to use CSS to remove the visual rendering of elements that are not considered necessary for sighted users but crucial for non-sighted users. For sighted users, the timeline is identifiable without a heading. However, the heading is also a reference point to name the region for screen reader users, so we need it in our HTML. By using a neat CSS technique, one can take content off the screen but leave it visible to screen readers.

Here’s another interesting thing I noticed when you make your section into a region. Remember our Accessibility tab using the Inspector in our developer tools? Well, the section’s role on the accessibility tree does not directly change to region in Firefox. What happens is that a region branch is created as a child of the section. In Firefox, the tree becomes sectionregion.

However, in Chrome and Microsoft Edge, the section itself changes to a region role.

Should I Bother?

Yes, you absolutely should.

The truth is even if you are not designing for display on an iWatch or other smart gadgets, and even if you have no reason to create regions on your page, you should still use the correct element.

Firstly, this article by Mandy Michael reveals that browsers pay attention to your HTML structure to generate a Reader mode which strips the page of unnecessary information, images and background. Safari, Chrome, Firefox, Edge, and other reading apps specifically look out for HTML sectioning content to prioritise display for reading. The sectioning content includes article and section amongst others. Without carefully wrapping your content into appropriate elements, you risk it being ignored when a minimalist view is created.

Secondly, It helps you actively think about how you present your content. Content design is a crucial part of our page that we should be conscious about. It is the basis of our page. The words we use, the headings we use, and the length of our paragraphs all affect our users. How we group our content is also essential.

As designers and developers, we may feel that our main reason for grouping content is simply to style them. But if we start to care about the content, we may realise better ways to create our page. Grouping content does a lot more than preparing our content for visual styling. If we take care to write our HTML consciously, we can, to an extent, be certain that we have made our corner of the web a better place for all.

Writing this article and thinking about how I would have sectioned this page helped me create a coherent structure for my work. It helped me identify places where the content was out of place in terms of the surrounding context. With posts as long as this, thinking of how we group content becomes crucial.

Even where content is extremely short, thinking about how we group content helps create better content. In a recent knowledge-sharing webinar on Content Design and Accessibility, Amanda Diamond shared this slide showing how a very short content block can be broken up to make it easier for people to read. These two screenshots contain the exact same content, yet one is easier to digest. This would be a perfect place to use a section instead of just a div. Notice how each section carries an appropriate heading explaining each content block.

Conclusion

We have looked at a mental model that forces us to interact with our content to determine how best to group it. We question:

  • If the grouping plays a role in our document structure?
  • If it does, what role does it play?

From our answers, we can choose the appropriate grouping element for our content.

We have also looked at what happens when the browser builds an accessibility tree for our section or article elements and how to extend our section into a region to allow easy navigation.

Finally, I think we communicate with two sets of consumers of our content — the end-users who read our pages from an URL and others who have to interact with our markup. We may tend to think largely in terms of end-users when it comes to HTML. However, I believe writing HTML that is easy to understand and self-explanatory for whoever will work on it is sufficient reason to use the correct semantic element.

How to Moderate New User Registrations in WordPress

Do you want to moderate new user registrations in WordPress?

When you run a WordPress membership site, or allow users to register on your site, unfortunately it can often lead to spam user registrations.

In this article, we’ll show you how to easily moderate new user registrations in WordPress, so you can manually approve and deny new users.

Moderate user registrations in WordPress

Why Moderate New User Registrations in WordPress

WordPress allows you to open your website for new user registration. This allows users to create an account on your website.

Open user registration in WordPress

Often website owners require user registration to see premium content, download files, purchase product from your online store, and more.

By default, you can choose a user role to assign for all new user registrations such as the Subscriber role. This gives them certain permissions and capabilities on your website.

To have more granular control over what users can see and do on your website, you will need the MemberPress plugin. It is the best WordPress membership plugin that allows you to easily sell memberships and subscriptions on your website.

MemberPress Website

You can use MemberPress to sell courses, create a paid newsletter, and other premium content memberships.

If you’re looking to sell digital downloads like eBooks, music, software, and more, then you can use the Easy Digital Downloads plugin.

Alternatively, if you’re selling physical products on your site, then you would also want to require user registration as part of your WooCommerce online store, so you can store their shipping details.

Now the problem with opening your website for new user registrations is spam sign-ups.

Similar to spam comments, there are automated bots that just look around for registration forms and fill them up.

You can use ReCaptcha and other methods to block spam user registrations, but they also affect user experience.

Luckily, there are ways to prevent spam user registration through user moderation queue.

That being said, let’s take a look at how to easily moderate new user registrations in WordPress and simply approve or deny sign-ups on your website.

Method 1. Moderate User Registrations in WordPress with Custom Registration Form

Most website owners like to use a custom user registration form in WordPress. This allows them to customize the styling to match their brand needs, automatically add users to their email newsletter, and more.

WPForms is the best drag & drop WordPress form builder used by over 5 million websites, and it comes with a powerful User Registration addon.

Note: We use WPForms on our sites and recommend it to all users.

WPForms

The user registration addon allows you to create completely custom WordPress user registration form as well as a custom WordPress login forms.

It also lets you turn on Admin approval for new user registration.

Enable Admin Approval for User Registration in WPForms

Since WPForms integrates with all the popular email marketing services, you can use it to automatically add all users to your email list.

Their free Uncanny Automator integration also enables further no-code workflow automation to help you save time.

If you’re not using WPForms custom user registration form, then don’t worry. Our next method will cover how to moderate user registration for WooCommerce, MemberPress, and basically every other plugin.

Method 2. Moderating User Registrations in WordPress with New User Approve

First, you need to install and activate the free New User Approve plugin. For more details, see our step-by-step guide on how to install a WordPress plugin.

Upon activation, this plugin enables moderation for all WordPress user registrations, and it is compatible with WooCommerce, MemberPress, LearnDash, BuddyPress, Easy Digital Downloads, and all other user registration plugins.

If you are using the default WordPress user registration, then users will see the following message on the registration form.

New user registration form

After they fill out the user registration form and submit it, they will be informed that their account is pending review.

Awaiting moderation

You will also receive an email notification on your admin email address to approve or deny this user registration.

Users will also get an email on their account informing them that their registration is awaiting approval.

Tip: If you or the users on your site don’t receive email notifications, then you need to set up WP Mail SMTP. For more details, please follow the instructions in our guide on how to fix the WordPress not sending email issue.

Approve or Deny User Registration in WordPress

The New User Approve plugin makes it super easy to manage the moderation queue for user registrations.

Simply login to your WordPress admin area, and click on the New User Approve menu item in the admin sidebar.

Moderate user registration

You’ll see the list of user registrations awaiting moderation. You can then go ahead and Approve or Deny the user registration.

Users will then receive an email informing them whether their registration was approved or denied.

They can then go ahead and log in to their account on your WordPress website.

Allow Specific Users to Bypass User Regisration Moderation

New User Approve allows you to create invitation codes that users can use to register on your website and bypass the moderation queue.

Simply go to the New User Approve » Invitation Code page and enter a code in the Add codes box.

Create invitation codes to bypass new user moderation

You can also set a usage limit for the invitation code and choose an expiry date.

Don’t forget to save your changes.

Next, you need to switch to the Settings tab and turn on the toggle to allow user registration using the invitation link without moderation.

Enable invites

Don’t forget to click on the save changes button to store your settings.

You can now give these invitation codes to users that you trust. They will be able to bypass the moderation queue and instantly register on your website.

Register with invitation code

Using User Moderation with Other Plugins

The New User Approve plugin works with popular WordPress plugins used for user registration and memberships.

However, it will not show the custom notices on the user registration form. You’ll have to do that manually in your plugin settings.

For instance, if you are using WPForms, then you’ll need to edit your user registration form. Inside the form builder, switch to the Confirmations tab.

Edit user registration form confirmation message

Here, you can write a custom message informing users that their account is pending review and they will receive an email when it is approved.

Similarly, if you are using MemberPress, then you can go to Memberships page and edit one of your memberships.

Edit membership

Next, scroll down to the Membership Options section and check the box next to the  ‘Enable custom thank you page message’.

Add a custom thank you message for MemberPress

From here, you can add your own custom message informing users that their account is pending approval.

You may need to repeat the process for other membership plans if needed.

We hope this article helped you learn how to moderate new user registrations in WordPress. You may also want to see our guide on how to which website marketing data you must track or see our tutorial on how to show personalized content to users in WordPress.

If you liked this article, then please subscribe to our YouTube Channel for WordPress video tutorials. You can also find us on Twitter and Facebook.

The post How to Moderate New User Registrations in WordPress first appeared on WPBeginner.

How To Buy A Business

Want to just get started? Click here to sign up for Rocket Lawyer and buy a business today.

Starting a business from scratch can be tough.

That’s why so many entrepreneurs opt to buy an existing business instead.

When you buy a business, there’s already an established brand name, customer base, and operational infrastructure. 

You’re just taking over everything instead of having to build it up from nothing.

This guide will teach how to buy a business the right way, so you can focus on making money instead of fixing problems.

The Top Business Formation Services to Buy a Business

Buying a business is easier with the right guidance and legal assistance. The companies below can help you file the appropriate paperwork and obtain the right legal contracts when you’re purchasing a business.

You can read the full reviews of each business formation service here

5 Steps to Buy a Business

Follow our proven step-by-step blueprint to buy a business:

  1. Find a Business to Buy
  2. Start the Negotiations
  3. Do Your Due Diligence
  4. Review the Financials
  5. Draft the Initial Purchase Documents

The Easy Parts of Buying a Business

The easiest part about buying a new business is the fact that you’re not starting from zero. You won’t have to go out and secure a new building, office space, source inventory, or hire employees—everything is already in place.

This can save you a ton of time compared to starting from scratch. It can take months for a startup to become operational. But when you buy an existing business, you can start operating on your first day as the owner.

Another great part of buying an existing business is the information at your disposal. It’s less of a guessing game, as you’ll already have a good understanding of the company’s revenue, sales volume, expenses, and profit margins.

If you were starting a business on your own, you’d have to estimate all of this. Any inaccurate estimates here could create serious problems for your budget and cash flow.

Lots of people who want to buy a business are intimidated by the legal aspects of the transfer. Fortunately, there are tons of great online resources that you can use to create legal documents for buying and selling businesses. Rocket Lawyer is one of my favorites.

Rocket Lawyer home page

In addition to the free legal document templates, Rocket Lawyer also supports electronic signatures. This can help you finalize deals and transfer contracts to the appropriate parties from anywhere, regardless of the buyer’s or seller’s locations.

You can get legal advice in minutes as you’re going through this process by consulting with an attorney on call directly from Rocket Lawyer.

The Difficult Parts of Buying a Business

You need to weigh the advantages of buying a business against the potential drawbacks. Most business owners don’t sell thriving operations at a discounted rate. So if you see a business for sale that looks like a bargain, there might be a catch.

It’s also worth noting that you could be inheriting someone else’s problem. Not all of these problems are easy to spot when you’re simply reviewing documents and paperwork before the purchase.

Other people within the organization could be resistant to change. Some of the employees who have been working there for years might not be fully committed to your vision and the changes you want to make. 

It’s possible that the seller might be withholding some information about the business. For example, the financial records will only indicate things like sales, profits, and losses. But these don’t tell you if the business has tons of unhappy customers.

There are certain things you might not discover until several months after the purchase has been finalized. By then, it’s too late to change your mind and back out.

Step 1 – Find a Business to Buy

Some of you reading this right now might already have an idea of a business that you’d like to purchase. But everyone else needs to find a business to buy first.

It’s typically in your best interest to purchase a business in an industry that you’re familiar with and have some experience with. Otherwise, you’ll need to have the right people in place to run the company.

Let’s look at some of the best ways to find businesses for sale.

Online Marketplaces

There are lots of reputable online platforms that are made specifically for buying and selling businesses. This is a great path to take, especially if you’re interested in purchasing a company within a niche-specific category. 

For example, if you’re interested in buying an ecommerce business, you can use an online marketplace like Exchange to buy Shopify stores. Flippa is another reputable marketplace for buying SaaS brands, apps, online services, content organizations, and other online businesses.

The great part about using an online marketplace is that you can quickly qualify businesses based on the criteria you’re looking for, such as the asking price or net profit. 

Business Brokers

Business brokers are intermediaries that assist both buyers and sellers of privately owned businesses. 

Not only can a broker help facilitate the sale, but you can also go directly to a broker with your needs and see if they can connect you with potential sellers. 

You can think of your business broker as a real estate agent. If you want to buy a house, you can connect with an agent to explain your budget, needs, and location. Then the agent, or broker, will show you everything for sale that fits your criteria. 

Industry Notices and Ads

If you’re part of an industry-specific network or group, you can often find businesses for sale in a monthly newsletter or bulletin. Sometimes business owners will even post ads on these industry websites or forums to entice a sale.

So keep your eyes peeled for potential opportunities instead of just deleting these newsletters before opening them.

Word of Mouth

Some business owners will express interest in selling their company without actually listing it for sale. If you have a specific business that you’re interested in, you could always inquire directly with the owner to see if they’re interested in selling.

For example, let’s say you currently own a dry cleaning business. Instead of opening a new location from scratch, you could always inquire about purchasing an existing location in another territory.

Step 2 – Start the Negotiations

Once you’ve found a business that piques your interest, you can start the early stages of negotiating to see if it’s a mutual fit for both parties.

Consult With an Attorney

Obtaining legal counsel is an important step whenever you’re buying a business. But if you’re on a tighter budget and don’t necessarily want to pay an attorney to be present during all negotiations, you can simply consult with an attorney before and after those discussions.

Using an online legal service like Rocket Lawyer is a quick and affordable way to accomplish this.

Rocket Lawyer website page for affordable legal advice with button that says "Ask a lawyer"

It’s a simple and on-demand way to get fast answers to your legal questions from real lawyers. 

Memberships cost just $39.99 per month. This gives you a free 30-minute consultation for any new legal matter and up to 40% off when you hire a lawyer through Rocket Lawyer’s attorney on-call service. 

Find Out How Much the Business Costs

If it wasn’t already disclosed on an online marketplace, you need to find out how much the business costs.

Don’t just take that price at face value. You should also inquire about how the seller came up with that number. 

There are some quick formulas that can be used to calculate the value of a business. But these are just guidelines that can vary greatly by industry and other factors. 

If the asking price is significantly higher than your budget or your definition of a fair value, you’ll need to find out if there’s any wiggle room on this number before you make an offer.

Find Out Why the Business is For Sale

Ask the current owner their reason for selling. Just be aware that you might not always get a truthful answer. Some common reasons might include:

  • Retirement
  • Personal health issues
  • Exhaustion or burnout
  • Branding problems
  • Relocation
  • Industry changes
  • Needs cash for another venture

Be on the lookout for any red flags or inconsistencies with this answer. 

Step 3 – Do Your Due Diligence

Now it’s time for you to dive deep into the business itself. This step is arguably the most important because it gives you the best indication of the current and future health of the company you’re planning to purchase.

You’ll likely need to sign a non-disclosure agreement or some other type of business contract before the seller will hand over any sensitive company information. Fortunately, you can quickly create and sign these agreements using Rocket Lawyer.

Rocket Lawyer website page that says Make your Free Non-Disclosure Agreement

Review Business Licenses and Permits

Check to make sure that the business has obtained all of the required licenses and permits to legally operate. Examples include:

  • Building permits
  • Zoning and land use permits
  • Health licenses and permits
  • Signage licenses
  • Seller’s permits
  • Liquor licenses
  • Professional licenses

If the business doesn’t have the appropriate permits to operate, then it could come back to haunt you after the purchase goes through.

Verify the Certificate of Good Standing

A certificate of good standing verifies that the company has been properly registered with the state. This certificate also confirms that the business is up to date with all of its state fees and it’s legally permitted to operate. 

Not every business has this document on hand. So you might need to ask them to obtain a copy from the secretary of state’s office.

Check All Existing Business Contracts

You need to take the time to comb through all of the existing contracts that the business has.

Are those contracts still valid after the purchase is transferred to a new owner? Or are the contracts voided after the sale of a business?

Contracts might include leases, customer contracts, union contacts, distribution contacts, and more.

I don’t recommend going through this process on your own. You can ask a Rocket Lawyer on call to review these contracts on your behalf to determine your potential liabilities. 

RocketLawyer website page for asking a lawyer your questions with box to type in questions

Review the Organizational Documents

You could also review all of the company’s organizational documents. This will give you more insights into the owners, stakeholder agreements, management structure, and other important information. 

I’m referring to things like an operating agreement, articles of organization, articles of incorporation, shareholder agreements, meeting minutes, and similar documents. 

Step 4 – Review the Financials

Now it’s time to look at some hard numbers. You need to review the financials of the business to ensure you’re not buying a sinking ship.

Tax Returns

At a minimum, you should be reviewing the last three years of both state and federal tax returns filed by the business.

This will not only give you some insights into the company’s tax liabilities, but it can also help you determine whether or not the business is caught up on its tax payments. Those liabilities could transfer to you after the sale. 

Balance Sheets and Cash Flow Statements

Balance sheets contain all of the company’s assets, liabilities, and equity. 

It should also detail how the company’s assets and liabilities are financed, with both sides of the equation balancing out. 

Aside from the important financials on a balance sheet, this document could be the best indicator of a company’s overall financial record-keeping. If the balance sheet is outdated or inaccurate, it could be a red flag for other documents.

Accounts Receivables and Debt Disclosures

You should also look to see how much money is owed to the business. While a high receivables balance might initially seem like a good thing, it could spell out bigger problems as to why the company has so many outstanding invoices. 

Look for the average receivables collection time as well. If the company is holding a $100,000 receivables balance, but 85% of that balance is more than a year old, you could have trouble collecting.

You also need to carefully look at any money the business owes and where that money is owed. Review all of the financing terms of those debt disclosures as well. 

Step 5 – Draft the Initial Purchase Documents

If you’re happy with all of the information you’ve reviewed, you can begin drafting some official documents to express your interest in the purchase.

Letter of Intent

A letter of intent doesn’t actually commit you to buy the business. But it shows that you’re serious about making an offer.

Rocket Lawyer website page for making your free letter of intent

This document won’t spell out any of the contract specifics. But you can use it to buy some time as the contracts are being finalized. This can help prevent the seller from shopping the business around and entertaining other offers.

Purchase Agreement

The purchase agreement is a formal document that outlines the terms of the sale. 

Rocket Lawyer website page for making your free business purchase agreement

You can easily create a purchase agreement using a template from Rocket Lawyer. 

Purchase agreements contain the purchase price, closing details, representations, warranties, confidentiality agreements, non-compete clauses, and more. 

In some locations, this document may also be referred to as the business sale agreement or sale of business agreement. 

Collective #711




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State of CSS 2022

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Building a Design System from scratch

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A new weekly newsletter for front-end developers with a specific focus on tools. Curated by Louis Lazaris.

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Lenis: Smooth scroll

Studio Freight’s take on smooth scroll: lightweight, hard working and smooth as butter. Still in WIP but looking great already!

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The post Collective #711 appeared first on Codrops.

WordPress vs Ghost – Which Is the Better Blogging Platform?

Are you comparing WordPress vs Ghost and wondering which is best for you?

WordPress and Ghost are both popular blogging and website building platforms. However, both have pros and cons that you’ll want to compare before starting your new blog.  

In this article, we’ll compare WordPress and Ghost with their strengths and weaknesses, so you can decide which is the better platform for you. 

WordPress vs Ghost - which is better?

What to Look for in a Blogging Platform?

Before we compare WordPress vs Ghost, let’s highlight the main things you should be looking for when choosing a blogging platform for your next project. 

We’ll use these factors for our WordPress and Ghost comparison. You can click on any of the quick links below to jump straight to the relevant section.

  • Overview – An introduction to WordPress and Ghost
  • Costs – How much does it cost to start a blog?
  • Ease of Use – How easy are they to learn and use for an absolute beginner?
  • Design & Templates – What are your blog design and customization options?
  • Ecommerce – Can you use it to sell things from your blog?
  • SEO – Can you easily optimize your website for search engines and get traffic?
  • Addons & Integrations – Can you extend the platform’s functionality with addons and third-party tools? 
  • Support – Can you get help quickly and easily when you need it?

Note: This is a comparison between Ghost and self-hosted WordPress.org. For more details, see the differences between self-hosted WordPress.org and WordPress.com.

Overview: WordPress vs. Ghost

Before we go into our in-depth comparison of the two popular blogging platforms, it’s important we cover the basics of what each platform is.

What is WordPress?

WordPress is the most popular website builder and content management system (CMS) in the world. It powers over 43% of sites on the internet and has been around for over 18 years. 

It can be used to create nearly any kind of website or blog, and it’s used by some of the most successful WordPress blogs in the world. 

To start a new WordPress blog, you need both a domain name and web hosting. There are plenty of great WordPress hosting companies that offer a 1-click WordPress installation and easy blog setup. 

What is Ghost?

Ghost launched in 2013 with the goal of creating a streamlined publishing platform for writers, publishers, and journalists.

It has over 3 million installs with an active monthly user base of over 10,000.

It’s a very clean and minimalist platform with fast loading speeds. Those looking to get started blogging as fast as possible can begin in a couple of minutes. 

Ghost is available as a hosted platform, or as software that you can install and host yourself. For our comparison, we’ll focus on the more popular hosted version of Ghost, since the self-hosted version is very complex to set up.

Costs: Ghost vs WordPress

For most users, the cost of building a blog will be the main factor in which platform you choose. 

If you’re just starting online, then you’ll probably want to keep your costs as low as possible, then invest more as you begin to make money blogging.

Let’s look at the costs of building a blog with Ghost and WordPress and the steps you can take to keep costs as low as possible. 

WordPress — Costs

The WordPress CMS software is free and open source. But, you need to purchase a domain name and hosting to have a website live on the internet. 

Usually, a domain name costs $14.99 per year, and website hosting starts at $7.99 per month when paid annually. This can be a pretty big investment when you’re just starting out.

Luckily, Bluehost has agreed to offer our readers a 69% discount on hosting, plus a free domain name, and SSL certificate. Basically, you can get started for as low as $2.75 per month.

→ Click Here to Claim This Exclusive Bluehost Offer ←

Bluehost is one of the best WordPress hosting providers and is an officially recommended host by WordPress.org.

Bluehost

WordPress also has a massive ecosystem of free plugins and themes you can get started with to help you keep your costs down.

There are over 59,000 free plugins available in the WordPress.org plugin repository alone and over 9,000 free themes to choose from.

Free WordPress themes

If you purchase any premium WordPress themes, plugins, or third-party services and software, then this can increase the price of using WordPress.

You can build your blog with free plugins and themes to keep costs as low as possible. Most premium plugins and themes also have free versions with slightly less functionality. Then, as your website grows, you can begin to invest in premium themes or plugins as needed.

Another great thing about WordPress costs is that you have complete control over your site. You can modify the code or add as many users or members to your site as you want, for no additional fees.

For more details, see our guide on the cost of building a WordPress site. It gives you a detailed breakdown of different scenarios and the steps you can take to spend as little as possible. 

Ghost — Costs

With Ghost, you pay a monthly fee based on your audience size and the plan you choose. Currently, the cheapest plan you can get is the Starter plan for $11 per month when paid annually.

This plan supports one user, up to 500 members, and gives you access to the official Ghost themes for building your blog. A free domain name and hosting are included in your account when you sign up.

If you want to add another user to your team and get access to custom themes and integrations, then you’ll need the Creator plan for $33 per month when paid annually. There are also higher priced plans for larger teams who need support for 5+ users.

Ghost defines “members” as people who can sign up for your newsletter or buy paid subscriptions. If you have more than 500 members, it will multiply the cost of any plan. For example, the Creator plan becomes $65/month when you have 5,000 members.

You can take advantage of the 14-day free trial to fully test the platform to see if it’s right for you.

Winner — WordPress

WordPress gives you the same features as Ghost at lower costs. Plus, you can add even more features using free plugins. With WordPress, you can even create an email newsletter and online store without additional costs.

As your site grows, you can choose to invest more money into your blog, but when you’re just starting, it’s easy to keep costs as low as possible. 

Ease of Use: WordPress and Ghost

Most users starting a blog aren’t programmers or coders. They need an easy to use platform to quickly build a blog and publish content without having to learn how to code. 

Let’s see how WordPress and Ghost stack up.

WordPress – Ease of Use

Overall, WordPress is pretty easy to use, but there is a slight learning curve. Since it’s open source software, you need to install it yourself and manage updates and backups

If you’re just getting started, you’ll also want to spend time learning about WordPress terms, themes, plugins, and more. 

To quickly grow your skills, see our guide on how to learn WordPress for free in a week or less.

Once you’ve learned the core concepts, it’s pretty easy to customize your blog and start creating content. 

WordPress comes with an intuitive visual editor called the block editor. This is what you’ll use to create your posts and pages. It lets you easily create beautiful layouts without writing any code.

WordPress block editor

You can also build custom pages using a drag and drop page builder.

These page builders are available as plugins that you install on your site, and they allow you to drag and drop different elements onto your page and easily customize them.

SeedProd page builder example

WordPress also has a massive plugin library to help you do anything you want to do with your blog, without having to know any code.

Ghost – Ease of Use

Ghost lets users write and publish content easily. Since the entire goal of the platform is publishing and monetizing content, it’s very beginner friendly.

As soon as you log in to your account, you’ll be taken directly to your account dashboard. Here you can create posts and pages, customize your website, and manage your members.

Ghost dashboard

The post dashboard is quite similar to the WordPress block editor.

You can add images, HTML, galleries, buttons, videos, and more. 

Ghost post editor

Ghost is made for writers and bloggers looking to publish and monetize quickly.

Winner — Tie

Both WordPress and Ghost have a point and click editor, customizable templates and layouts, and a similar page and post editor.

The Ghost platform is easier to use, but fewer customization options are available. It’s mostly a pure content publishing platform. 

Once you learn the core concepts of WordPress, customizing your site, publishing posts, and creating pages become easy. 

Design and Templates: Ghost and WordPress

As a beginner, you want an easy way to create a blog with a professional design.

Let’s look at how WordPress and Ghost handle design, customizations, and the whole website building process. 

WordPress — Design and Templates

As you saw above, WordPress gives you access to thousands of free themes you can use to create and customize your WordPress blog. Many of these are very feature-rich and mobile-friendly right out of the box.

You can get started with any theme you want to give your blog a professional design. You’re free to switch your WordPress theme at any time and are never stuck with your current design. 

Every theme can be customized with the built-in WordPress theme customizer. Some themes also handle customizations with their own theme options panel.

WordPress theme customizer

WordPress keeps the design of your site separate from the content. This not only helps to keep a consistent design, but it makes it easy to change WordPress themes in the future without losing your content.

Another option is to use a WordPress theme along with a page builder plugin like SeedProd to create custom pages and landing pages. 

Page builders also come with their own professionally designed templates you can completely customize with a beginner-friendly drag and drop builder. 

SeedProd template selection

You can easily create coming soon pages, sales pages, landing pages, and more without writing any code. 

Ghost — Design and Templates

Compared to WordPress, the amount of design and customization options is limited. The platform comes with a theme repository similar to WordPress, but there are just over 20 free themes available.

Ghost themes

If you have a larger budget, then you can purchase a premium theme, but there are still only around 100 of these to choose from. 

Customizing your theme is done within the settings panel. You can control the color scheme, fonts, icons, site logo, and more. 

Ghost theme editor

Your settings menu is where you’ll also set up your website navigation menus, email opt in templates, and more. 

There’s also a built-in option within the platform to hire theme developers to create a completely custom design. 

Winner — WordPress

WordPress offers a greater theme selection and a nearly endless selection of plugins. No matter your niche, you’ll be able to find the perfect WordPress theme for your needs.

Plus, you have much more flexibility by separating content and functionality from the design. 

Users can completely customize every aspect of their theme and even use WordPress page builders to create custom pages without writing any code. 

Ecommerce: WordPress vs Ghost

Adding eCommerce functionality to your site lets you sell things online. You can sell subscriptions, products, courses, and more.

Let’s look at how Ghost and WordPress handle eCommerce. 

WordPress — Ecommerce

To add eCommerce functionality to WordPress, you’ll be using the free WooCommerce plugin. It’s the most popular eCommerce platform in the world used by millions of online stores, both big and small.

It lets you easily sell any kind of products you’d like, digital or physical.

Manage WooCommerce products

WooCommerce comes with its own addons and plugins you can use to add new features to your online store. 

There are also hundreds of WooCommerce themes you can choose from to create a professional online store.

WooCommerce store example

You can truly create any kind of eCommerce site you want, whether that’s selling online courses, paid newsletters, digital and physical products, adding content paywalls, and more. 

Plus, you can choose from a wide range of different payment gateways like PayPal, Authorize.net, Stripe, and more. 

Ghost — Ecommerce

Ghost does eCommerce a little bit differently. With Ghost, you won’t be creating an online store. Instead, you can sell memberships to access your content, similar to other platforms like Substack

When you’re writing a post, you can choose who will get access to your content. It can be publicly available, or gated for all members or paid members only.

Ghost paid membership settings

Essentially, with Ghost, you’re putting content behind a paywall for your premium subscribers. 

This functionality is integrated into the platform, so managing members and creating paid newsletters is easy.

Winner — WordPress

WordPress offers a flexible platform to help you sell anything you want. You can use WooCommerce or another eCommerce plugin to get started. It supports more addons, payment options, and various types of products. 

You can sell premium content, digital and physical products, membership subscriptions, and much more. 

Ghost has built-in eCommerce functionality, and you can start selling as soon as you create an account. However, you’re limited to selling premium content and paid newsletters. 

SEO: WordPress and Ghost

If you want to rank high in the search engines and get more website traffic, then you’ll need to use a search engine friendly platform. 

Some platforms are better than others and make it easier to rank, while some actively make it more difficult.

Let’s see which platform is better for SEO, WordPress or Ghost. 

WordPress — SEO

Right of the box, WordPress is very search engine friendly. The core platform is built with SEO best practices in mind, so it’s easy to boost your website traffic and rankings.

There are all kinds of built-in settings for you to configure to help optimize your website.

For example, you can change your permalink settings and create SEO-friendly URLs, create categories to organize your content, add tags, edit your image alt text, and more. 

WordPress permalink settings

Beyond the default settings, you can maximize your WordPress SEO with the help of WordPress SEO plugins and tools

For example, you can use a plugin like All in One SEO (AIOSEO) to fully optimize your site without having to learn complex SEO terms or hire an expert.

With this plugin, you can add title tags and meta descriptions, choose a focus keyword, and get detailed page analytics with recommendations to optimize your blog posts

AIOSEO post optimization settings

It will even automatically generate XML sitemaps, manage and create redirects, automatically apply the right schema, and more.

You can also control how your site appears on social media, connect to Google Search Console, and even add breadcrumbs to help your visitors more easily navigate your website. 

Ghost — SEO

Ghost has a handful of built-in features to help optimize your posts and pages for the search engines. You have complete control over your URLs and permalinks, page title, and meta description. 

Ghost post metadata

There are also built-in settings to automatically create a website sitemap, assign canonical tags for your posts, and integrate your website with Google Search Console.

It also has a built-in feature to add multiple authors to post bylines. This is useful if you have a multi-author blog and want to highlight each author. 

However, since a lot of your website content will be protected and for members-only, this content won’t rank in the search engines. You’ll need to publish additional content for free to rank in the search results. 

Winner — WordPress

When it comes to optimizing your website for the search engines to increase your blog traffic, WordPress offers more options and flexibility. You can use WordPress SEO plugins to boost your rankings further and access more features.

Ghost has solid built-in SEO settings, but doesn’t quite get to the level of depth that WordPress offers.

Addons and Integrations: Ghost vs WordPress

No blogging platform will have everything you need right out of the box. Using addons and integrations helps you add more features and sync your site with third-party services. 

Let’s take a look at how Ghost and WordPress handle addons and integrations. 

WordPress — Addons and Integrations

You can truly unlock the power of WordPress by using WordPress plugins. Think of them like apps for your WordPress site.

To add new features and functionality, all you need to do is install and activate a plugin.

There are over 59,000 free WordPress plugins available from the WordPress plugin repository. Plus, thousands more premium plugins are available.

Free WordPress plugins

You can add nearly any feature you like to your blog, including contact forms, Google Analytics tracking, social media feeds, and more.

Plus, WordPress easily integrates with many other popular tools or services you need to grow your blog. 

This includes popular email marketing services, market research tools, live chat software, CRM software, business phone services, and much more.

Ghost — Addons and Integrations

Ghost doesn’t offer any additional addons to add more features to your site. All of the functionality is built right into the platform. 

However, they do have a variety of built-in integrations to link your website with third-party services, like Google Analytics, Stripe, Zapier, ConvertKit, and more. 

Ghost integrations

There are detailed instructions that show you how to add the integration to your blog.

Winner — WordPress

WordPress wins this category with thousands of different plugins and third-party services you can use to add whatever functionality you require to your blog. 

Support: WordPress or Ghost

Everyone needs help with their blog occasionally, whether it’s a question about building your site, adding a new feature, or troubleshooting an error. 

Let’s take a look at the different support options for Ghost and WordPress. 

WordPress — Support

WordPress has a large and helpful online community with all kinds of valuable free resources available. For example, you have the official WordPress support forums, tutorial and resource sites like WPBeginner, Facebook groups like WPBeginner Engage, and much more. 

WPForms support forum example

Plus, most WordPress themes and plugins have their own dedicated support forums, either on WordPress.org or through their own websites.

To learn more, see our guide on how to properly ask for WordPress support and get it. 

Usually, you’ll be able to find answers to all of your WordPress related questions with a simple Google search.

You can also follow our WordPress tutorials for step by step instructions on how to extend the functionality of WordPress.

For more details, see our guide on how to make the most out of WPBeginner’s free resources.

If you need more help, then you can always hire a WordPress developer. Since WordPress is so popular, there are thousands of high-quality and affordable developers to help with your blog.

Ghost — Support

Ghost has an online help center with dozens of in-depth guides to help you get started with the platform.

It includes tutorials on editing your website, publishing content, setting up membership levels, connecting to social media, and more. 

Ghost help center

Beyond that, you can reach out to their support team via email. Ghost also maintains an active resource section with useful articles on building, growing, and making more money from your website.

Winner — WordPress

WordPress is the largest website building platform in the world and has much more support options for its users.

WordPress support is available from plugin and theme developers, available in multiple languages, and there’s a lot of free support options too.

Ghost only offers a single support channel and a small library of how-to articles.

WordPress or Ghost – Which is Better?

Judging by the comparison criteria we set above, WordPress is a much better option for starting a new blog.

It offers more flexibility, design options and themes, eCommerce options, and more. Plus, it does all of this at a lower monthly price. You’re in complete control over how much you spend when building your new blog.

Ghost offers users a fast and simple blogging and monetization platform. However, it’s limited by its customization options, ways you can make money, and overall flexibility.

If you’re ready to get started with WordPress, see our complete step-by-step guide on how to create a WordPress website.

We hope this article helped you compare WordPress vs Ghost with their pros and cons. You may also want to see our guide on how to get an email domain, and our expert picks on the best HR payroll software for small businesses.

If you liked this article, then please subscribe to our YouTube Channel for WordPress video tutorials. You can also find us on Twitter and Facebook.

The post WordPress vs Ghost – Which Is the Better Blogging Platform? first appeared on WPBeginner.

12+ Things You MUST DO Before Changing WordPress Themes

Are you wondering what you should do before you change WordPress themes?

When switching your WordPress theme, there are few very important steps that you must take to ensure the process is smooth, and you don’t lose any important data. 

In this WordPress checklist, we’ll share the top things you must do before you change WordPress themes.

12+ things you must do before changing WordPress themes

Editor’s Note: If you’re looking for step-by-step instructions on how to switch themes, then please see our beginner’s guide on how to properly change your WordPress theme.

Switching a theme is an important decision that every website owner makes at least once every few years.

Of course you have to decide your reasoning of why you’re switching, and pick a theme that suits all your needs.

We have a list of best WordPress multi-purpose themes and best WordPress blog themes that you can check out if you’re looking for recommendations.

Once you have chosen the theme that you want to switch to, it’s important that you follow the checklist below to ensure that you don’t lose any content or data during the process.

1. Make Note of Any WordPress Theme Customizations

Some WordPress website owners will customize their WordPress themes by adding code snippets directly to their theme files. Code snippets can be a great way to add new features to your website that aren’t part of the stock theme.

But, if you’re adding those snippets directly to your theme files, it can be easy to lose track of them.

If you or a web developer made these changes, then make sure you go through your current theme files and note all of the additional code that’s been added. 

For adding code snippets in the future, we always recommend to use a site-specific plugin or a code snippets plugin. This way, you can keep those snippets even if you change themes later. For more details, see our beginner’s guide on pasting snippets from the web into WordPress.

2. Get Current WordPress Theme Performance Metrics 

Before changing your theme, you should check your current website’s loading speed and performance. This lets you compare any differences in the page load time after you switch themes.

Since WordPress speed and performance plays an important role in user experience and WordPress SEO, you need to ensure the new theme is faster than what you’re using now. 

You can easily check your current website speed metrics using a WordPress speed testing tool such as IsItWP’s free website speed testing tool.

For more details, see our guide on how to run a website speed test.

3. Make Note of Current Theme Sidebars and Widget Areas

Sidebars are used for adding different widgets to your website, like email newsletter subscription forms, social media buttons, popular posts, and more.

Since every theme has different widget areas, your widgets may unexpectedly move or disappear from your site if you switch themes.

That’s why it’s important to make a note of what widgets you’re using in your WordPress sidebars and any other widget areas of your website before you change themes. Then you can easily replicate them after switching.

If you’ve added any custom code or shortcodes, then make sure to copy this code and save it somewhere safe so that you can use it with your new theme. 

4. Copy Existing WordPress Tracking Codes

Many users will add analytics tracking code directly to their theme files. Some WordPress themes also allow you to add tracking codes directly into your theme options panel.

It’s a common mistake to overlook these important tracking codes. 

You need to make sure you copy all of your website tracking codes you’re using for analytics, advertising, and more, so you can add them to your new website. 

If you want to make it easy on yourself, then we recommend using a plugin like MonsterInsights to install Google Analytics in WordPress.

By using MonsterInsights, you can rest assured there will be no interruptions to your analytics or lost data. You’ll also unlock bonus tracking like link clicks and button click tracking, WordPress category and tag analytics, author tracking, and much more.

MonsterInsights

For all other tracking codes, you can use the Insert Headers and Footers plugin. For more details, see our guide on how to add header and footer code in WordPress.

5. Back Up Your Current WordPress Website

It’s always a good idea to back up your website on a regular basis. Before changing your theme, you should completely back up your posts, pages, plugins, media, and databases.

The easiest way to do this is by using a WordPress backup plugin to create a backup of your entire site. For more details, see our guide on how to backup your WordPress site with UpdraftPlus.

This will help ensure you can easily recover your website if anything goes wrong when switching themes. 

6. Put Your WordPress Site Into Maintenance Mode

When making changes to your site, it’s always a good practice to put your website into maintenance mode. Maintenance mode lets you display a user friendly notice to your visitors.

Maintenance mode page example

This helps prevent your visitors from seeing your website when it’s half-finished or under construction.

To do this, we recommend using the SeedProd plugin. It’s the best drag and drop WordPress page builder used by over 1 million websites.

It lets you easily create custom maintenance mode pages, landing pages, coming soon pages, 404 pages, and more. 

SeedProd

For more details, see our guide on how to put your WordPress site in maintenance mode.

7. Test All Functionality and Installed WordPress Plugins

Once you have a new WordPress theme activated, you need to ensure you have the same functionality as before and that all of your old plugins work with your new theme.

You can start by adding back the code snippets that you copied from your old WordPress theme files. For more details, see our beginner’s guide to pasting code snippets into WordPress.

Then, spend some time using the features of your site that are powered by WordPress plugins. If you’re experiencing any errors at this time, see our beginner’s guide to troubleshooting WordPress errors.

8. Test New WordPress Theme Across Browsers and Devices

Cross-browser testing will help you make sure your new website looks good on different browsers, screen sizes, operating systems, and mobile devices.

Most of your visitors will probably use Google Chrome to visit your WordPress blog. However, other web browsers like Firefox, Microsoft Edge, Safari, and more are still used by hundreds of millions of users worldwide.

If your new website doesn’t work right on one of those browsers, then you’re missing out on visitors and traffic. 

Luckily, you can use all kinds of cross-browser testing tools to see how your website looks across different browsers and devices.

For more details, see our guide on how to test a WordPress site in different browsers.

9. Delete WordPress Plugins You No Longer Need

Some WordPress themes will pre-install plugins when you install the theme. Some of these may be useful, but other times you won’t need them.

Simply go to Plugins » Installed Plugins to see if your theme has added any new plugins.

List of installed plugins

Now is also a good time to go through your entire plugin list to see if any plugins are worth deleting. 

If you’re looking for high quality plugins to use with your new theme, then see our picks of the must have WordPress plugins

10. Let Your Users Know Your New Website is Live

Once you’re ready to make your new WordPress theme live, you can turn off maintenance mode.

You should also get in touch with your readers to tell them about your new website. This will prepare your audience so that they’re not confused by any big design changes, and it will also help to keep your subscribers engaged and returning to your site to see the new design.

Here’s an example post we shared on Facebook about our new website redesign.

Redesign announcement example

We recommend notifying your audience via your email newsletter, social media, and push notifications.

If you’re looking for more ways to promote your site, then see our guide on how to share your blog posts with readers.

11. Test Loading Speeds for Your New WordPress Theme

Once your new theme is live and you’ve gone through the steps above, it’s time to do another speed test. Ideally, your new website will be faster and get better scores in your speed test.

To do this, simply use the same website speed tool you used earlier and compare the results. 

If the new theme is slower than your old theme, then make sure you run multiple tests, test from different areas, and check to see if you have any caching or firewall settings that could be causing the dip. 

12. Monitor Your WordPress Website Bounce Rate

Bounce rate is the percentage of visitors who land on your website and leave without continuing to a second page. A high bounce rate means that you didn’t convince your visitor to stay on your site long enough to take action.

After you switch themes, it’s important to monitor your bounce rate. Some themes are simply friendlier at helping visitors navigate around your site.

If your bounce rate has gone up since switching theme, then you’ll want to work to lower it. You can do this by improving your navigation menus, adding more internal links, adding a popular posts widget, and more.

For more details, see our guide on how to increase pageviews and reduce bounce rate in WordPress

13. Listen to Reader Feedback to Improve Your WordPress Website

Finally, it’s important you listen to reader feedback after you switch to a new theme. Some readers may love or hate certain parts of your design. 

You don’t have to listen to every reader and make the changes they suggest. But, if there’s a group of readers who are experiencing the same issue, then it’s probably worth looking into.

You can collect visitor feedback by adding a contact form to your website, or running a survey asking for reader feedback on your new design.

The easiest way to do this is by using WPForms. It’s the best WordPress survey plugin in the market used by over 5 million websites. 

WPForms

It lets you easily create engaging survey forms with the drag and drop builder.

Plus, the reporting section automatically creates beautiful reports to help analyze your results. 

For more details, see our guide on how to create a survey in WordPress.

We hope this article helped you learn exactly what you should do before switching WordPress themes. You may also want to see our guide on how to choose the best WordPress hosting and our expert picks of the best AI chatbot software for your website.

If you liked this article, then please subscribe to our YouTube Channel for WordPress video tutorials. You can also find us on Twitter and Facebook.

The post 12+ Things You MUST DO Before Changing WordPress Themes first appeared on WPBeginner.

How to Create a Paid Newsletter in WordPress (Substack Alternative)

Do you want to create a paid newsletter in WordPress instead of using Substack?

Paid newsletters are an incredibly popular way to make money online from your email subscribers, but using a platform like Substack can get expensive.

In this article, we’ll show you how to create a paid newsletter in WordPress, step by step.

How to create a paid newsletter in WordPress (Substack alternative)

Why Create a Paid Newsletter in WordPress?

Paid email newsletters like Substack are becoming a very trendy and profitable way to make money online. They’re similar to standard email newsletters, but with exclusive premium content that’s sent to paying subscribers only.

A paid newsletter can be a standalone online business or another income source for your WordPress website. By creating your own paid email newsletter, you can directly profit off your writing while building a deep relationship with your readers.

However, using a service like Substack can get expensive. Substack takes 10% of all your profits, so you end up paying more and more over time.

By creating a paid newsletter on your WordPress site, you can avoid paying those high fees and keep more of your income for yourself.

The best thing about using WordPress is that it’s completely scalable and customizable, so you can choose to only invest in the features you need. For example, you could expand your offerings to include online courses, digital products, or whatever else you imagine.

Plus, using WordPress will give you more control over your newsletter design, subscriber experience, and more.

That being said, let’s show you how to create a paid newsletter in WordPress.

Step 1: Create a WordPress Site

If you don’t already have a WordPress site, then you’ll need to get that set up first.

To get started, you’ll need WordPress hosting, a domain name, and an SSL certificate.

Usually a domain name costs around $14.99 per year, web hosting around $7.99 per month, and SSL certificates costs around $69.99 each year.

If you are just starting out, then these startup costs can add up quickly.

Thankfully, we have a better solution.

Bluehost, an official WordPress recommended hosting provider, is offering our users a free domain name, free SSL certificate, and a discount on web hosting.

That means you can get all of the above for $2.75 per month.

→ Click here to Claim this Exclusive Bluehost offer ←

Note: At WPBeginner we believe in full transparency. If you sign up with Bluehost using our referral link, then we will earn a small commission at no extra cost to you (in fact, you will save money and get a free domain + SSL certificate). We would get this commission for recommending just about any WordPress hosting service, but we only recommend products that we use personally and believe will add value to our readers.

Once you have signed up for hosting, the next step is to install WordPress. Luckily, Bluehost already comes with WordPress pre-installed, so you can simply move on to the next step.

Step 2: Sign Up for an Email Service Provider

Next, the most important thing you’ll need to start your paid email newsletter is an email marketing service provider so you can collect email addresses and send emails to your subscribers.

To create a paid email newsletter, we recommend using ConvertKit. It’s a robust email marketing platform for bloggers, authors, and marketers. It’s easy to use and has all the features you need to create a paid email newsletter.

ConvertKit

You can use our ConvertKit coupon for WPBeginner readers to get a 14 day free trial with no credit card needed.

First, you need to go to the ConvertKit website and click the ‘Get started for free’ button to sign up for a plan.

Sign up for ConvertKit

This will bring you to a screen where you’ll answer a few questions about your business to get started.

Then you’ll need to enter an email address and password and click the ‘Get Started’ button.

Enter email password for ConvertKit

Keep this screen open, since you’ll need your account information in a later step below.

Note: this tutorial would work with other email marketing platforms as well including Constant Contact, Drip, MailChimp, etc. But we will be using ConvertKit for our example.

Step 3: Add Membership Functionality to Your Email Newsletter

After you’ve signed up for an email marketing provider, you need a way to process payments and add premium membership functionality to your email newsletter.

While ConvertKit has a built-in way to create a premium newsletter and accept payments, it’s only available on the Creator Pro plan which costs 3x more the regular plan. While the price does get less expensive the more you grow, you always pay a higher transaction fee.

This is why we recommend using a separate WordPress membership plugin because it removes the extra transaction fees, and it gives you the flexibility to sell other digital goods like courses, eBooks, and more.

For setting up memberships in WordPress, we recommend using MemberPress. It’s the best WordPress membership plugin in the market that lets you easily sell newsletter subscriptions on your website.

MemberPress

First thing you need to do is install and activate the MemberPress plugin. For more details, see our step by step guide on how to install a WordPress plugin.

Once you’ve activated the plugin, go to MemberPress » Settings and click on the ‘License’ menu option to enter your license key. You can find this information under your account on the MemberPress website.

Enter MemberPress license

Simply copy and paste your license key, and then click on the ‘Activate License Key’ button.

Once you’ve done that, you need to set up a way to receive payments.

Unlike with Substack, you’re not required to use a certain payment gateway. MemberPress supports several of the most popular payment gateways like PayPal, Stripe, Authorize.net, and more.

To add a payment method go to MemberPress » Settings, click on the ‘Payments’ tab and then click the ‘Plus’ button.

You need to enter a name for the payment method, and then choose your payment gateway from the drop down menu.

Setup MemberPress payments

MemberPress will now ask you to fill in the details for that payment method.

For example, for standard PayPal payments, you need to enter your PayPal email address.

MemberPress payments PayPal example

If you want to add multiple payment methods for your subscribers, then simply click the ‘Plus’ icon and follow the same process as above.

Once you’re finished adding payment options, make sure to click the ‘Update Options’ button to save your settings.

Step 4: Create a Paid Email Subscription Plan and Sign Up Page

Now that you’ve set up the plugin, it’s time to create a paid subscription plan that your users can join. To do this, you’ll need to create a membership level in MemberPress.

Simply navigate to MemberPress » Memberships and then click the ‘Add New’ button.

Add new MemberPress membership

This brings you to a screen where you need to give your membership plan a name and set the price in the ‘Membership Terms’ meta box.

When you create a membership level a sign up page will automatically be created. So, the text you add to this page will appear when your users are about to sign up.

For this tutorial, we’ve named the plan ‘Premium Subscription’ and set the price to $5 per month.

MemberPress new subscription info

With MemberPress, you have complete control over the membership details. You can set the price, duration, payment terms, and more.

Most premium email newsletters will charge monthly, but you can decide to use ‘Recurring’ or ‘One-time’ billing. You can choose from weekly, monthly, quarterly, yearly, or a custom time interval for recurring payments.

You can also set a free trial period, so your subscribers can try your newsletter before they decide to buy.

There are even more options to customize your membership plan in the ‘Membership Options’ box below the post editor.

Membership options box customize

The default settings will work for most cases, but you can still review them to see if you’d like to make a change.

We recommend checking the ‘Enable custom thank you page message’ box.

Then, select the ‘Enable custom thank you message’ radio button.

This brings up a drop down where you can enter a custom thank you message for your visitors. You can also choose to redirect subscribers to a custom thank you page as well.

Enable custom thank you message

Once you’re done, click on the ‘Publish’ button to save your membership plan.

Some users might also want to create a completely custom registration page for their email subscribers. This lets you create an attractive design that will convert more visitors into customers.

To create a custom signup page, you can use a drag and drop page builder.

We recommend using SeedProd because it’s really easy to use, and there is a free version available.

SeedProd Page Builder

For more details, see our guide on how to create a landing page with WordPress.

Note: To add your registration form to a custom SeedProd landing page, you need to use the following shortcode to display your sign up form.

[mepr-membership-registration-form id="6492"]

You need to replace the ID with the ID for your membership page. You can find this in the URL for your page.

Add page ID for MemberPress shortcode

Another option you may want to consider is making your signup page the homepage of your WordPress site. This is a great option if your website’s only purpose is to get signups for your paid newsletter.

To do this, simply go to Settings » Reading. Then, click the ‘A static page’ radio button.

Select static newsletter page for homepage

After that, choose your page from the ‘Homepage:’ drop down list.

Once you’ve done that, click the ‘Save Changes’ button at the bottom of the page.

Now, your visitors will see your premium newsletter sign up form the moment they land on your website.

Home page email newsletter example

Alternatively, you can add your registration page to your navigation menu. For more details, see our beginner’s guide on how to add a navigation menu in WordPress.

Step 5: Connect ConvertKit with MemberPress in WordPress

Now that you’ve created a membership plan and registration page, it’s time to connect ConvertKit to MemberPress so that your new members will automatically be added to your email list.

To do this, you’ll need the ConvertKit addon. You can download this from your account on the MemberPress website by logging in to your account and clicking the ‘Download’ tab.

MemberPress account downloads tab

Then scroll down to find ‘ConvertKit’, and click on it to download the addon.

Download ConvertKit addon

After that, you can install and activate the addon the same way you installed the MemberPress plugin above.

Once that’s installed, simply go to MemberPress » Settings and click on the ‘Marketing’ tab, and then check the box that says ‘Enable ConvertKit’.

Enable ConvertKit API

This brings up a drop down where you need to enter your API key. You can find this under your account settings on the ConvertKit website.

You can also select a tag from the ‘ConvertKit Tag’ drop down. This will automatically tag new subscribers who sign up for your premium newsletter.

Then click the ‘Update Options’ button.

Now your visitors can sign up for your premium email newsletter.

Once they sign up and complete their subscription, they’ll automatically be added to your list in ConvertKit where you can send your premium newsletter.

Final Thoughts: Creating a Profitable Premium Newsletter in WordPress

The best part about using WordPress and MemberPress to create your premium newsletter is that you’re not reliant on a single email marketing platform.

We recommended ConvertKit because it has powerful automation features and has good email deliverability.

But this tutorial will work with any email marketing platform that integrates with MemberPress including Constant Contact, AWeber, Drip, GetResponse, Keap, MailChimp, Active Campaign, and more.

The flexibility of this method allows you to enjoy the true freedom of WordPress without being locked into a single email marketing platform.

We hope this article helped you learn how to create a paid newsletter in WordPress. You may also want to see our expert picks of the best web push notification software and our guide on how to get a free email domain.

If you liked this article, then please subscribe to our YouTube Channel for WordPress video tutorials. You can also find us on Twitter and Facebook.

The post How to Create a Paid Newsletter in WordPress (Substack Alternative) appeared first on WPBeginner.

A Guide To Attracting Clients To Your Agency

Without a doubt, word-of-mouth recommendation is an incredibly desirable way to win work. It requires zero marketing efforts and typically converts at a higher rate as your agency has been recommended. You should always be seeking to nurture word-of-mouth recommendations, and projects which come this way should make up a significant percentage of your income. However, you should never rely on word of mouth alone.

Word of mouth recommendation suffers from two distinct problems. First, it is a passive approach to marketing the services of your agency. It requires your clients to recommend you, and you can only do so much to encourage that. That means that when work dries up, you can take few active steps to bring in new work.

I encounter far too many agencies that find themselves panicking when the phone stops ringing because they have no mechanism in place to attract new clients.

The second problem with word-of-mouth recommendation is that it tends to attract similar clients. More often than not, those who recommend you do so to people working in similar companies and at a similar level. That is not a hard and fast rule, but this is what I usually see.

That is not a problem as long as you are happy with your clients. However, if you have any ambitions to win bigger or better clients, word of mouth will be a limiting factor.

You will need a way of reaching the specific kind of client you would like to work with, and that needs a strategy that word of mouth cannot supply. Unfortunately, it is just as easy to get that strategy wrong, and doing so can prove a waste of time and money.

The Problem With Traditional Approaches

It is not that most web design agencies are ignorant of other marketing approaches or that any of them are inherently bad. On the contrary, in the second part of his two-part series on getting web design clients, Stephen Roe breaks down the opportunities of these approaches.

The problem is that generally speaking, many struggle to get the returns that justify the investment in time and money. Let’s briefly look at the shortcomings of the many tactics available, starting with cold contacting potential clients.

Cold Contacting

Cold contacting a potential client is almost certainly the most demoralizing kind of marketing you can do. People hate to be contacted out of the blue, so the chances of winning work are poor.

You also need to factor in that your timing has to be perfect. For example, you have to contact somebody when they are considering running a project you can help with; otherwise, they will quickly forget you.

Finally, you have no status in the eyes of the potential client. You are just a random supplier and so are unlikely to grab their attention.

You face a similar problem with advertising.

Advertising

When somebody stumbles across your ad, they don’t know who you are. You haven’t been recommended, and they probably haven’t heard of you through other sources. There is nothing much to make you stand out from the crowd.

In addition, advertising tends to attract smaller clients. That may be appropriate in your situation, but if you seek larger clients, you will find they tend to rely on recommendations and reputation rather than advertising.

Even if larger clients contact you via advertising, they may be including you to make up the numbers. Often, larger companies have procurement rules saying that employees need to go out to multiple suppliers even when they have a preferred one. That means that you could well waste your time tendering for a project with a low chance of success as they already have a preferred supplier.

That is also something that you can find when using a procurement website.

Procurement Sites

Larger organizations often post their invitations to tender on procurement websites. Although responding to these can lead to work, it suffers from the potential issue of you just "making up the numbers."

Smaller procurement sites like Upwork or Fiverr can also work, but they are highly competitive and price-sensitive in these cases.

Networking

One way to stand out from the crowd and ensure you are in a stronger position when bidding for work is to establish a relationship with the client ahead of time.

Networking is an excellent way of doing this and is a reliable way of finding new work opportunities. The downside of networking is that it is time-consuming and doesn’t scale. That is why many turn to content marketing.

Content Marketing

Content marketing is the primary marketing activity that many digital agencies use, from blogging to social media posts.

On paper, this is a good move. After all, content marketing:

  • Should lead to good search engine rankings if well written and targeted;
  • Educates clients about best practices;
  • Demonstrates to readers your expertise;
  • Builds a relationship with your followers at scale;
  • Offers the ability to reach a large number of potential clients.

However, in practice, the results can be underwhelming. That is in part due to the success of content marketing. Because it has been so successful, it has become trendy and, as a result, highly competitive.

There is now so much content out there that to get somebody’s attention, let alone rank well on Google, is incredibly hard. Nevertheless, content marketing can still be one of the most effective techniques if it is appropriately focused.

How To Focus Your Marketing

Most agencies that utilize content marketing lack focus in their efforts. They post sporadically on a range of subjects with no consideration of the audience or their needs.

However, if you can rectify that, you will find that content marketing offers the key to a regular stream of potential leads. What is more, you can even decide exactly the kind of clients you want to attract by targeting your marketing efforts.

This targeting involves two steps, the first of which is defining your audience.

Defining Your Audience

Who is it you are trying to reach? Unfortunately, it is a fundamental question that seems to be regularly overlooked by freelancers and agencies as they blog or share content via social media. Too often, they seem to be writing to impress their peers rather than prospective clients.

Instead, picture your ideal client. Are they a small business owner or an employee of a multinational? Are they senior management or a lower-level employee who can influence that manager?

You might want to create an empathy map if that helps or even imagine that your marketing is being created for one of your existing clients you particularly enjoyed working with.

However, don’t stop at the type of person, also think about the sector you want to target.

It is at this point you may start to feel uncomfortable. You might not want to focus on a single sector, and I can understand that.

If you don’t focus your marketing efforts, it will get lost in the ocean of noise online. Focusing it on a particular sector increases the chance of your chosen audience seeing it and of it being relevant to their needs.

Somebody will need to hear about you multiple times before they pay attention, so you need to focus your limited resources on a smaller group of people to ensure that happens.

But let me be clear, I am not suggesting you only do work in your chosen sector. I am only saying you need to focus your initial marketing efforts on a particular sector. You can always focus on another sector further down the line when you get bored, or the work dries up. Most importantly, you will certainly not turn away other work that walks through the door!

I recommend starting with a sector that you have experience in. Also, you are ideally looking for a sector that has some community around it. That is because it will make your audience easier to reach, and with any luck, they will start recommending your content to one another.

Look for a sector that has chat groups, blogs, events, and conferences. That is a good indication there is a strong community.

Once you have defined your audience, the next step is to understand their challenges.

Identifying Your Audience’s Challenges

The harsh truth is that nobody cares about you or your services. What they do care about is overcoming the challenges they face. Therefore, you need to know what those challenges are to position your services as helping address those.

Find out what your audience’s goals are. What are they trying to achieve? Also, find out what pain points they experience? What are they struggling with daily? Talk to existing clients in your chosen sector or consider running a survey.

Once you are confident you understand the goals and pain points, you can understand how your services can help address them. For example, if a marketing manager of a service company is interested in generating more leads, you could position your UX services as encouraging more word-of-mouth recommendations. By contrast, if you are trying to reach a fundraising manager for a charity, you would position those same services as providing a way to encourage regular (rather than one-off) donations.

With a clear picture of your audience and their needs in your mind, now you can turn your attention to building a basic sales funnel.

Building A Simple Sales Funnel

Before we dive into the details of your sales funnel, let’s briefly recap what we need based on the shortcomings of other techniques. We need an approach that will:

  • Demonstrate our expertise;
  • Help us to stand out from other suppliers;
  • Enable us to stay in contact with prospective clients until they are ready to buy;
  • Minimize the amount of effort we have to put in over the long term.

To achieve this, we cannot just throw the occasional blog post online or turn up to a networking event once in a while. Instead, we need a structure, and a sales funnel provides that.

We are going to build a straightforward four-step funnel. We are going to:

  1. Attract the attention of potential clients;
  2. Get their permission to stay in contact giving us time to build credibility;
  3. Nurture that relationship until they are in a position to hire us;
  4. Encourage your audience to contact you.

Our sales funnel will be built around an email course that will show your prospective audience how to overcome their pain points and achieve their goals using the kinds of services we offer. For example, suppose you are trying to reach charity fundraisers, and you offer UX services. In that case, you might want to create a course on how to improve charity fundraising by creating an exceptional user experience.

We are going to make this an email course rather than a series of blog posts because we want people to subscribe to our newsletter. The email course gives us permission to email them periodically to make sure they don’t forget us.

Writing the email course is the hardest part, but not as hard as you might think. I recommend making it about six to eight emails long, and each email only needs to be approximately 800 words. So effectively, you are writing six to eight short blog posts.

If you hate writing, no problem. Make it a video course instead. Just make sure you email each lesson to people, so they have to sign up.

Although creating the email course feels like a lot of work, we can get a lot of value from it at all stages of our sales funnel once it is done.

So with that in mind, let’s look at each step in more depth.

Attract Attention

Step one is to attract the attention of potential clients. To achieve this, we will use all of the traditional marketing techniques we have already discussed:

  • Writing posts for your blog, but using keywords that will perform well on our audience’s searches;
  • Writing guest posts for blogs that our target audience reads;
  • Speaking at the events our target audience attends;
  • Creating social media content tagged with appropriate hashtags for our audience;
  • Participating in communities our audience is involved in;
  • Even paid advertising if you wish.

However, with our approach, there are two significant differences. First, we are only producing content that is focused on our audience and that we are confident should reach them. Second, every piece of content will also promote our email course and drive people to a landing page.

Now I know what you are thinking; this is a lot of work, especially in addition to creating the email course. However, it is not as bad as it appears because all of the above content can essentially be variations on the content we create for the email course.

For example, let’s say one of your email lessons was on using user experience design to improve conversion. You could rehash that into a guest post, social media posts, or even a talk at an industry event. Not only does this save yourself work, but it also ensures that the email course is relevant to the content you are releasing.

With any luck, your audience will see your content and then respond to the call to action. The next step is then to get their permission to maintain contact.

Get Permission To Maintain Contact

Your call to action will be to visit a landing page that explains to your audience what your email course is all about. It will promise your six-to-eight-part course (which I recommend you release weekly) plus a monthly newsletter where you share advice related to your services.

The inclusion of the monthly newsletter is essential; otherwise, subscribers may forget you after completing the course. On the other hand, writing a few hundred words once a month addressing some aspect of your audience’s needs shouldn’t be too demanding. Often it is just diving into one of the subjects in the email course in a bit more depth.

I won’t get into the nuances of landing page design here, but ensure that you focus both on what the email course covers and the benefits it will provide to anybody subscribing. Also, place particular importance on the fact that this email course has been designed for the specific audience you are trying to reach.

Finally, you may wish to encourage subscriptions by offering an additional incentive to people who subscribe on their first visit. For example, you may provide them with a "how to persuade the boss that user experience matters" downloadable guide.

When somebody subscribes, they should immediately receive the first part of the course and then receive subsequent parts every week. Most email marketing platforms will support this kind of functionality, but personally, I use Convertkit.

Once a subscriber has completed their email course, they should be migrated to your monthly newsletter.

Nurture The Relationship

As I have said numerous times in this post, it is essential to maintain contact with prospective clients to ensure they remember you when they need your services. Unfortunately, that may not happen within the six to eight weeks of your email course. Therefore, they need to continue to receive occasional emails from you, so you stay in the front of their mind.

These emails ensure prospective clients remember you and continually reinforce your expertise and credibility by providing valuable advice.

It is important to stress that these emails should not be promotional if you wish people to remain subscribed. Instead, these emails should provide advice that will help your subscribers achieve their goals and overcome their pain points. It is perfectly acceptable to reference previous projects you have worked on in this context but always remain focused on the needs of your audience.

Nobody is interested in your company or your latest case studies. They are interested in how you can help them.

Encourage Contact

Finally, where ever possible, encourage your subscribers to reach out to you. Ask them questions and encourage their feedback. It may even be appropriate to run the occasional "ask me anything" webinar exclusive to those on your mailing list.

Doing so enables you to start building a personal connection with some of your subscribers, further improving the chances of them hiring you in the future.

Rinse And Repeat

I am aware that all of this can feel like an intimidating amount of work. However, it becomes considerably easier over time. Once you have finished with one sector, you can repurpose your work for a second sector.

Even your email course can probably be used again for a different sector with some minor tweaks. Also, your ongoing newsletter will be the same no matter how many sectors you target.

Most importantly, the advantages of having an email list of prospective clients cannot be overstated. I have grown my mailing list to over 7,500 subscribers using this kind of approach, and I have reached the point where if I write about a specific topic, it almost always leads to work in that area.

That ability to generate new projects when required provides incredible peace of mind and ensures the long-term stability of your business. To my mind, this makes it worth taking more seriously and putting the work in. If you agree, you might want to check out Mike Monteiro’s excellent book "Design Is A Job" which explores selling your services alongside the other challenges of running your business.

API Security Weekly: Issue #137

This week, we take a look at the recent API vulnerabilities in VMware vCenter and Apache Pulsar, how GraphQL implementations may be vulnerable to cross-site request forgery (CSRF) attacks, an upcoming webinar on API Security and Postman, a DZone webinar with this newsletter’s author next week, and a video on how the API security vendor landscape looks like.

Vulnerability: VMware vCenter

A recently patched vulnerability in VMware vCenter is now being actively exploited.

API Security Weekly: Issue #136

This week, we check out how API attacks can be used to squash political dissent, a handy OAuth 2.0 security checklist as well as some common OAuth vulnerabilities and the ways to detect and mitigate them, and a case study of API penetration testing.

Vulnerability: Russian Opposition Email List Breach

Companies typically avoid providing details on their data breaches. Today we have a rare exception. The staff of the Russian opposition leader, Alexey Navalny, has posted a detailed report on both the breach they had earlier this year and their investigation into the breach. Unfortunately, the report is in Russian, so you might need to use Google Translate or auto-generated English subtitles in the video version that they posted on YouTube.

API Security Weekly: Issue #133

This week, we take a look at the API vulnerabilities discovered at Peloton, how India is locking down the APIs for their COVID vaccination portal, how API contracts can be generated from .NET code, and what API security sessions the upcoming RSA Conference (RSAC) offers.

Vulnerability: Peloton

Peloton is a producer of popular treadmills and stationary bicycles, as wells as a subscription service for training on the equipment. Jan Masters from Pen Test Partners found that the APIs behind the service were highly vulnerable and leaking personal user data.