With the basics of blogging and while there are many different aspects of your blog that will affect how much profit is to be gained off of your blog, another important aspect is the look and feel of your blog. The layout of your blog can either turn a visitor away or can strike interest in a potential customer, because if a layout is hideous or confusing to find your way around, most likely the visitor isn't going to bother messing with it and will just exit out of the page.
Your layout must be simple yet unique because no visitor wants to see the same layout on every other blog, this is just plain boring and it's not professional. Try to pick something that has it's own unique look to it and adds quality to your posts and words. I find a lot of dull and boring looking layouts that tend to make me want to exit the page simply because it just doesn't look professional.
The quality of your posts and the quality of your content can be excellent but blogs that are hard to understand or hard to navigate is a blog that is a lot less likely that it will get a returning visitor which is why the lay out of your blog is important. Find something that is colorful but not too colorful, as in something that shows off or grabs attention to all your posts. I have found in my experience that a light blue or a black website with light text is easier to read and grabs attention.
By the navigation of your blog, what I am talking about is your set up and your link placement. You want the navigational links to be the easiest thing to find on your blog because you want visitors to stick around and you want them to search through your site. I usually find that placing navigational links on a side bar or right above all my posts works best and keeps visitors sticking around going through my page more.
I'm not saying that an ugly blog has no chance of making money, but there are so many different aspects that will affect if your blog ever turns a profit or not, and the layout of your blog just happens to be one of those things.
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