Ultimately, you’ll need to provide value. Good information on a particular subject is the best way to set your blog apart from others. But a difficult-to-use site with a lot of great information is unlikely to garner much attention. First impressions matter, in real life and in virtual life. Your site should be user-friendly, easy to navigate, and easy to skim. And don’t forget to integrate enough negative space to give your readers somewhere to “rest.” Focus on making a site that even an older relative could navigate.