Overwhelming numbers of consumers research purchases online before buying – in fact, 81% of retail shoppers conduct online research prior to making a purchase.
This means your website (and specifically your blog) is a key source of information that can influence buying decisions. Content marketing is also alive and well in 2025: 62.8% of content marketers reported traffic growth year-over-year, and budgets for content are increasing (11.3% plan to invest over $45,000 per month in 2025, up from 4.1% in 2024).
When it’s time to put together a business blog of your own, it can be overwhelming to figure out it should look. To give you a strong starting spot, we’ve analyzed the best business blog examples on the internet and extracted the eight most important elements that every great business blog needs.
As an over 100-person content marketing agency that works with enterprise clients like Instacart, QuickBooks, Norton and more, we’ve got some good exposure into what a great business blog looks like and the characteristics that make it high-performing. So, let’s dig into some of our favorite blog examples.
- Tushy
- Tommy John
- BarkBox
- Squarespace
- Casper
- CreditRepair.com
- Annuity.org
- Lemonade
- Other Business Blog Examples
1. Tushy: Well-Defined Audience – E-commerce
A smart content strategist understands that the best content isn’t intended to appeal to everyone. When content is too general, it becomes vague, which weakens its impact and makes it hard to stand out to your audience. Strong SEO content is specific, and it must be written to a clearly defined audience.
Ask yourself: What is my business’s target demographic? Standard demographic markers include:
- Age
- Gender
- Education level
- Family or marriage status
- Career industry
- Key interests
- Shared experiences
Since audiences tend to include multiple types of people, you’ll want to define three to five distinct demographic “identities” that fit into your larger audience population.
A great example of a business with a well-defined blog audience comprising multiple target identities is the e-commerce bidet retailer Tushy.
Tushy identified key product selling points and used them to target its blog (cleverly named “The Posterior”) to audiences that value them the most. Selling points include how it benefits users’ health and contributes to a sustainable, zero-waste lifestyle. Its blog covers topics directly related to its product, like gut health and sexual wellness, as well as tangential topics like physical activity and relationships.
We can also see how Tushy’s visual design caters to its audience of younger people with less traditional lifestyles and at least some disposable income. It combines clean, elegant design with a tongue-in-cheek brand voice to capture an upscale but approachable style. We’ll talk more about design elements below.
2. Tommy John: Clear Topic Authority – Apparel
Once you’ve defined your audience, you’ll want to find content topics that match your audience’s interests. However, not every topic that appeals to your prospective readers will be a good fit for your blog. You’ll need to select subjects that are interesting to your audience and areas of authority for your brand.
One brand whose blog demonstrates this concept well is luxury leisure wear brand Tommy John.
Tommy John clothing is relatively upscale, so the brand’s target audience consists of higher-income people who are willing to pay more for quality products. That means it’s safe to assume that the blog’s target readership includes people with an interest in luxury products and experiences.
However, Tommy John sells leisure wear, so it would be off-brand for their blog to include posts about evening gowns or luxury jewelry. Even though their audience includes people who are interested in those things, Tommy John’s brand doesn’t have authority in that space. Instead, the blog’s content walks the line between high-end lifestyle and laid-back casual recreation, which both serves its audience and remains within the bounds of the brand’s expertise.
Think of it this way: ideal blog topics lie in the overlap between what your audience cares about and what your brand is an authority on.
3. BarkBox: Strong Content Pillars – Subscription
After you’ve identified clear, specific content topics, you’ll want to show it off with impressive content organization. Blogs with well-organized content pillars and topic clusters communicate to the reader that they are relevant, authoritative, and professional. When content feels random, or the user has to hunt around to find what they’re interested in, it gives the blog a messy, chaotic feel.
One brand that does site navigation incredibly well is BarkBox, a subscription service for dog owners. The brand’s blog, BarkPost, is separated into seven main content pillars, each of which is then divided into smaller sections.
Some blogs can work with a few topic pillars without subdividing any further. But when you have a lot of content, it can be a struggle to find an organizational format that works well. Between BarkPost’s pillars and clusters, the site manages to fit a remarkable number of content subjects and types onto the blog without overwhelming the user.
Creating well-defined content pillars has SEO value as well — a solid information infrastructure is one of the strongest authority signals that Google incorporates in its ranking algorithm.
4. Squarespace: Visible Navigation – Technology
Well-organized content pillars are only helpful if they’re easily accessible on every site page. That means you need a well-designed, easy-to-use site navigation menu that stays visible.
Take, for example, Squarespace’s “Making It” blog:
Squarespace’s pillar structure is simple, with just a handful of sections titled “On Trend,” “Makers,” “Know,” and “Product Updates.” There’s even a dedicated Video section for multimedia content. As you click into each section, the navigation bar remains in the same place on every page, making it easy for the user to rely on to help browse through the blog.
Some blogs take it a step further by incorporating a floating element for their menu, allowing it to travel down the page as the user scrolls.
Most importantly, Squarespace’s main navigation bar remains visible on every page of the blog, making it possible for readers to navigate to a product page immediately at any point in their site journey.
Many businesses host their blogs on a site subfolder (e.g. site.com/blog), and don’t incorporate links to the primary website on any of the blog’s pillar or post pages.
Squarespace avoids this pitfall. Its persistent nav bar includes the main site, so users can move from a blog post to explore product pages immediately. Making product pages more accessible increases the likelihood of a conversion.
5. Casper: Unified Brand Style – E-commerce
Just like all your content should be well-organized topically, your entire blog should also tie together visually. Establishing a style guide upfront will ensure each page and post draws from the same pool of fonts, brand colors, and illustration styles to lend a coordinated feel to your content.
At the same time, you don’t want all of your content to look the same! That’s why your brand guide needs to offer enough options and pairings to give your designs some variability while also establishing visual throughlines that tie each piece together.
You can see an example of a brand with a well-established but dynamic style in Casper, the online mattress retailer. All of Casper’s blog content adheres to the brand’s design guide, but within that overarching design theme, individual posts have completely different visual styles.
Here are a few resources you can use to define your visual brand guidelines:
- Coolors: smart palette generator tool
- Canva: design layout platform with brand guideline document templates
- Google Fonts: open-source font library
- Unsplash: free stock photo library
We recommend organizing all of your resources and guidelines in a single, easy-to-share document that you can distribute across your team and any contractors you partner with. This makes it easy to create well-branded content, designs, and CTAs as you grow.
6. CreditRepair.com: Diverse CTAs – Finance
One advantage of a well-structured blog is that it keeps the user on the brand’s website longer. The longer a user remains on the company’s website, the more likely it is they’ll convert to a paying customer. That’s why each blog post should encourage the reader to click onto another post, check out a product page, or learn more about the company.
To increase the likelihood that a reader will remain on your site after reading a post, it’s important to diversify the possible paths they may take from the current page. Not all of your CTAs should point directly to a product page — you should also include “soft” conversion paths for users who aren’t quite interested in becoming a customer but want to continue learning about your product.
For example, you might prompt readers to read a related article, subscribe to your newsletter, download a free guide, or take a quiz – all are CTAs that keep them engaged without being too salesy.
On the CreditRepair.com blog, we can see this in action. In a post titled “Three Main Types of Credit”, which is a top-funnel, informational topic, the brand wisely incorporates internal links to other middle- and bottom-funnel topics.
These related articles bridge the gap between the current post and the company’s actual credit repair services, guiding readers down a natural path toward conversion.
Additionally, adding too many product-oriented CTAs to a page will make your blog feel “sales-y,” which diminishes its authority with readers and Google. Get creative when mapping potential navigation paths around your site — lateral movements between blog pages may not feel like they contribute to conversion rate, but anything that keeps your users engaged longer will help in the long run.
7. Annuity.org: E.E.A.T. Signals – Investing
Though the majority of your blog’s authority will come from shrewd topic choices, there are a few key details you can add to demonstrate your trustworthiness to the reader. This is especially important for blogs publishing on “Your Money, Your Life” SEO topics, which Google’s algorithm holds to a higher standard of accountability.
Annuity.org’s blog incorporates some simple trust signals that increase their posts’ credibility exponentially, which is essential since their content addresses investment and retirement planning topics.
First, each blog post includes an author bio. Though this may not seem like much, many business blogs forgo this step and attribute posts to a wider “team” or brand entity. Attaching a real person’s name to each post reassures readers of the brand’s accountability.
Annuity.org even goes a step further by listing a named editor for each article, so readers can see that the content has been vetted for accuracy by a second professional.
Most importantly, each post not only hyperlinks to reputable external sources throughout the copy, but also provides full citations for references (including author names, publication, and links) at the end of the article.
Hyperlinking to authoritative sources is the bare minimum for establishing credibility, but listing out the references in a bibliography-style section gives the reader a quick way to verify source quality. They can immediately recognize trusted publications or experts, which boosts confidence in the article’s content.
All of these elements feed into Google’s emphasis on E-E-A-T (Experience, Expertise, Authority, Trust) in content. In fact, the top two frustrations among content marketers in 2025 are getting content to rank (77.6% of marketers) and meeting user intent (70.6%) – challenges that putting E-E-A-T at the heart of your strategy can help solve.
Demonstrating clear authorship, editorial oversight, and credible sourcing like Annuity.org does is a best practice for building authority with your audience and search engines alike.
8. Lemonade: Flexible Site Functionality – Insurtech
Ideally, you want your blog to be set up so intuitively that everything the reader might want is right in front of them. But the reality is you can’t anticipate your users’ every need or query. That’s why you should incorporate flexible navigation functionality into your blog’s design.
A great example is the insurance company Lemonade, whose blog is well-organized and easy to navigate through categories and also includes a prominently placed search bar to allow users to find exactly what they need.
Many sites utilize a Google Sitelinks search box, which looks like a search bar but actually returns Google site search results. Since search results are returned in the format of a standard Google SERP, the effect is jarring and diminishes the user experience.
By contrast, a site-specific search bar like Lemonade’s keeps the user’s experience contained to the site and allows the site to show off some slick dev elements that emphasize the quality of the site and, by extension, the quality of the brand.
Another major value-add for flexible navigability is a footer menu. Whereas the main navigation bar will be limited to your blog’s main content pillars, your footer menu should link to informational assets like your company’s career page, an FAQ, any contact information provided on your site, and your blog’s homepage.
Other Business Blog Examples
Once you’ve learned the elements of a great business blog, you’ll start to recognize them everywhere. Even companies with nothing else in common — from global mega-corporations to bespoke small businesses to software companies to subscription boxes and beyond — still utilize the same fundamental techniques in assembling a top-quality blog. Check out the examples below and see if you can spot them.
Anthropologie: Seamless Consumer Blog
Retailers and e-commerce brands have to define a blog style that blends seamlessly with their product pages without itself feeling too “sales-y,” which is much easier said than done.
Anthropologie’s blog feels like a blog, not a product page, but it’s not so different that navigating to it from the main site feels jarring or that product photos can’t be used as header photos for posts.
VINEBOX: Hosting and Travel Tips
You can find some well-executed inspiration for your alternative CTAs on subscription wine service VINEBOX’s blog. The home page’s side menu provides a number of different click-throughs including a product page as well as recommended blog posts, the brand’s various social pages, and even featured user-generated content.
Everlywell: Health and Wellness Content
Talk about a defined audience: Everlywell sells an at-home food sensitivity blood test, which is an incredibly specific product with a fairly niche client base. Nevertheless, their blog topics are well-curated to feel both relatable to the average reader and specific to their brand’s authority.
Rotabull: B2B Blogs
The Rotabull blog offers another example of a well-defined audience, but unlike Everlywell, Rotabull leans into the reality that their product — airplane parts — isn’t relevant to the average person. Rather than trying to find a connection between aerospace mechanics and everyday life, Rotabull’s blog caters to the aviation space.
Many B2B companies can benefit from taking a page out of Rotabull’s book and avoiding attempts to relate to the average consumer, and diluting the power of their content in the process.
8 Key Elements of a Business Blog
Though business blogs vary widely depending on the industry, type of company, and product or service, all great business blogs have a few key features in common, including:
- A well-defined audience so you can target content toward specific needs instead of creating low-converting, generalized content
- Clear topic authority with content that aligns with your brand, expertise, and audience interests
- Well-organized content pillars to organize content topically and improve user experience, navigation, and site authority
- Strong navigation for users to easily explore content by need and interest on every page
- Unified brand style to reinforce company branding, build recognition, and add visual interest
- Diverse CTAs on the blog hub and within posts to drive conversions
- E-E-A-T (expertise, experience, authority, and trust) signals from author bios, publish dates, and other elements that boost authority
- Useful user function with an intuitive design and multiple means of navigation, including organized blog categories, a site-search bar, and alternate menus
Bottom Line: Invest in Best Practice
Investing time and energy in structuring your business blog well – and incorporating these key elements – will improve your site overall and ensure each of your posts reaches the widest relevant audience possible.
When your site is attractive, trustworthy, and engaging, it makes users want to stick around and keep reading — which in turn increases the chances they’ll eventually become customers.
It’s no surprise that content leaders who prioritize quality and user experience are seeing results; for example, 62.8% of content marketers observed traffic growth in the past year.
In short, a high-performing blog is a long-term asset. By following the best practices above, you’ll be investing in sustainable growth for your business’s online presence (and likely enjoying increased conversions as a result).
To take this post further, check out our above video or the full post on blog design best practices.
