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Don’t Just Build Your Blog… Engineer It

"Building a blog" is a standard terminology used to describe people starting a new blogging website. I think this language is bad.

In fact, I don't believe that you should "build" your blog at all. I think you should engineer it.

​What's the difference?

Build (verb): to construct (something, typically something large) by putting parts or material together over a period of time.

Engineer (verb): to skillfully or artfully arrange for (an event or situation) to occur.

​Can you see the contrast?

​To build something, you're only putting the pieces together... but to engineer it, you're utilizing skill to arrange the pieces to cause a particular event or situation to occur.

​Why does that matter?

​Look, if you simply want a pretty website where you can write and hope that people will find it, and then hope that they'll click your subscribe button, and then hope that they'll share it, disregard this post.

I'm here to show you that you can do a lot better than "building" and "hoping." You can start engineering your blog to drive your desired outcome, and for any blogger looking to be successful financially, that outcome should be building your email list and generating revenue.

Therefore, I believe it’s time to stop building and hoping and start engineering and succeeding.

I have a relatively strong memory of a time when I was about five years old in my grandparent's backyard. I must have just watched Robin Hood or something involving archery because I was rummaging around the yard attempting to tie a string to the ends of a stick and build my own bow... probably not the best toy for a five-year-old.

My grandfather saw that I was up to something, and came over to investigate. I explained the project, and while most adults would probably take the sticks away and scold me for attempting to construct a weapon, he had a different approach.

He didn't scold me or stop me. Instead, he taught me.

It started with an explanation as to why my device wasn't working. I needed a stick that would bend without breaking. We spent the next hour driving around the neighborhood looking for the perfect type of wood. We ended up sawing a branch off of a young tree in his front yard (to the horror of my grandma).

He carefully used his pocket knife to strip the nubs and imperfections off of the branch and create some notches at each end.

We dug through the garage to find the right type of string, tied the ends into loops, and fitted them into the sockets. The string was tight enough to bend the branch into a bow shape.

After finding and cleaning off some straight, hard sticks to use as arrows and notching the ends to fit with the bowstring, we could successfully fire our handmade bow about 15 yards.

I thought it was the coolest thing ever.

My mom had other feelings when she came to pick me up, but that's another story.

My grandfather was an ex-Navy submarine crewman, who earned a degree in electrical engineering after leaving the service. After a successful career at a major company, he started and ran his own engineering business for decades. Although he’s no longer with us, he’s my role model and a major inspiration for my entire career, both in engineering and entrepreneurship.

I share this experience with you today because it was the first time in my life that I understood the difference between simply building something based on what I've seen, and engineering it to be meet my desired objectives. I honestly believe it was the first step on my journey to both a career in engineering and a passion for problem-solving.

Twenty-plus years later, I re-learned the same lesson when I started seriously building websites.​

When I first decided that I wanted to create a website, I did what most of you probably did. I read a bit about it and discovered the WordPress platform. I played with free themes and eventually invested in a paid theme.

I spent hours and hours playing around with my themes, and any free plugins I could find, in an attempt to duplicate the look and feel I saw in popular blogs and sites that I enjoyed.

​I managed to construct some solid looking sites, but my failure was that I never understood why site designers made certain choices or took the time to learn who was making the right decisions.

​I'm an engineer by profession, but it took me quite a while to apply engineering principles to my websites. When I stopped looking at website development as a paint-by-numbers activity and started looking at it as a problem that I needed to solve, a lightbulb came on.

​The key to creating a great blog is to figure out what your goals are and then solve the problems you face to optimize your website to meet those goals.

For most, the goal is to make money. To make money, we need to convert visitors into customers.

​It's just like building the bow in my grandparent's backyard. Just copying what we see in the hope that it will work is a luck-based approach. Understanding the problem (whether it's shooting and arrow or making money online) and learning how to solve it is an engineering approach.

I implore you to start thinking critically about the decisions you make. Research why individual homepage and landing page techniques work. Learn where and how to use opt-ins to build an email list and make more sales. Test which headlines or offers convert the best. Study the content upgrades that compel you to subscribe and learn to create something even better.​

I challenge you to stop simply building your blog, and start engineering it.

Now, I realize that this can be intimidating… especially if you don't think of yourself as analytically minded. Engineering takes a lot more reasoning, research, testing, and frankly... time than building does. Discovering the right way to do things and properly testing top options against each other can be daunting and exhausting.​

​I know because I've been doing it for the last year and a half, and I'm still doing it now. I learn something new and useful for my business every day.

I started Income Engineered to teach you everything I've discovered, and everything I continue to learn as I research and test my way to online success.

​It's taken me a long time to engineer a blog that I'm proud of and that I know is designed to succeed. In my opinion, a good website is the first step in the journey to a great online business.

​I don't think starting your blog (or optimizing your existing blog) should be a daunting, time-consuming task. That's why I've created a comprehensive free guide to help you get started... and get started in record time. It's time to take the plunge and join the Three Hour Blog Launch Challenge right now.

Join The 3 Hour Blog Challenge! (It's Free)

You'll get my free eBook that walks you through exactly how I set up beautiful, conversion-focused blogging websites quickly and easily, step-by-step. It's time to stop procrastinating and start succeeding. You in?

  • Impress your visitors
  • Start collecting leads
  • Stop wasting time

In Blog Engineering 101, I walk you through the exact process I used to initially create websites like this one,, step-by-step. It's a series of chapters that teaches you everything I've painstakingly discovered during my blog-engineering journey, and I think if you really push yourself, you can get your site basics set up in just a few hours. You'll learn:

  • Set up your host and get a domain name
  • Install and set up WordPress
  • Install and set up powerful WordPress themes and plugins
  • Set up an @yourdomain email address
  • Choosing and setting up your Email Service Provider to start building your following
  • Set up your menus and footer
  • Create a homepage, about page, blog page, and contact page
  • Setup your sidebar and widgets
  • Publish your first blog post

​...with plenty of tips and insights along the way.

This comprehensive guide is completely free, but it may not be free forever. Get access now, and start engineering your blog today. Today… not tomorrow. It’s time we all stop procrastinating and start working towards our online goals.​

Without taking action, having the guts to make the attempt, without trial and strife, there can be no true knowledge, no progress, no high achievement, and no legends. So get at it now.

Brendon Burchard

​You have nothing to lose, and everything to gain. I can't wait for you to get started!

You'll get my free eBook that walks you through exactly how I set up beautiful, conversion-focused blogging websites quickly and easily. Step-by-step from start to finish. It's time to stop procrastinating and start succeeding. You in?

  • Impress your visitors
  • Start collecting leads
  • Stop wasting time