Traditionally, blog posts have some sort of signature or about function built into the template that displays a snippet about the author somewhere in the post or sidebar. I recently reconsidered this functionality after reading the post Is Google Stealing Authors’ Copyright With Buzz?, because building a signature into the template works well for easily changing the signature when needed or making default signatures for each author but it means the signature doesn’t go with the content. With the web becoming more mobile and being read less on the original site, it makes sense to make sure the purpose goes with content.

To that end, I’m going to try attaching a signature to all my posts here. I already tried it out with my latest post over at Oregon Treehugger, and I am happy with the signature itself. As this content-based closing could live on in Google caches indefinitely, I think it’s important to put a lot of thought about it and figure out what to say. Some important points to remember:

• Focus on what is most important. If you only have a few seconds to get across what is most important about you, make sure you are not rambling! Think of this in terms of your 7-second commercial — give us your unique selling proposition and get people interested in finding out more.
• Use three links or less. I went to a networking event last year and I was surprised at how many people were trying to tell people about many of their businesses/projects at the same time. If you want to lose your audience, link everything in your signature to all your various project. If you want to keep your focus, link one or two things so your readers have a clear direction to learn more.
• Tailor the closing to the content, or use them all for the same goal. If you are like other entrepreneurs, you probably have multiple pots on the stove right now. This leaves you with two choices — either tailor the closing to the content it is attached to, or use the closing of all your content to steer people toward the same end goal. For example, I write for a lot of sites but my main goal is always to increase business for myself here at That PHP Girl, and my current signature reflects that.
• Use simple formatting. As your CSS doesn’t always go with your content, use simple formatting for your signature, such as using italics and the small tag.
• Sell — or don’t. If you want your signature to be a commercial for your business, use it that way! Pitch a service like "Learn how you can double your income in just 6 months …" or "Get your free consultation today at …" If you would rather make it more of an about text, such as "Judy is a marathon runner and elementary school PE teacher in Fitchburg, MA…", that is fine as well. There are no set rules for every business. Just be careful about putting anything temporary, such as a monthly special, as the content signature could outlive the advertised special by far.

Nikole Gipps is a detail-oriented web developer, mud-loving Cornell Aggie, avid gardener, occasional iron chef, patient wife and fun mom of two. You can follow her work at That PHP Girl or see all of her feeds at NikoleGipps.com.