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How One Website’s Poor Usability Is Killing Their Copy (and Stopped Me Getting A Quote)

How One Website’s Poor Usability Is Killing Their Copy (and Stopped Me Getting A Quote)

The other day I was searching online for a cleaning company in my local area….

…I clicked on the first search engine result and immediately liked what I saw.

The website was easy to read, easy to navigate and the copy was good.

It was so easy I requested a quote. There was a large ‘click for quote’ button at my eye level just waiting for me to click.

But I didn’t stop there.

I wanted another quote. I clicked on another search engine result and this time I wasn’t so thrilled with what I found.

First, I was immediately hit with a large block of text, a long paragraph that should have been broken into three sentences and copy that was so dry it read like a corporate brochure.

But it wasn’t the copy that frustrated me. What frustrated me most was I couldn’t find any button or link to click for a quote.

I eventually found a contact form and I was forced to type information into an empty square box.

As a rule, people don’t like to puzzle over how to do things. If people who build a site don’t care enough to make things obvious and easy for the person using the site, it can diminish confidence in the site, the company and its owners.

Today I want to share with you how poor usability can kill your copy and sales and how to overcome this with simple, easy-to-implement advice for pulling visitors into your funnel.

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More Than Words….Why And How Words Are So Critical To Your Website (especially your navigation)

More Than Words….Why And How Words Are So Critical To Your Website (especially your navigation)

Hmm the headline reminds me of a song from the 90′s.

But I’m not here to go down memory lane. I’m talkin’ about words baby, words. More specifically why you need to pay attention to the words you use on your website.

Usability expert Gerry McGovern says that words are the building blocks of every website. But then again, he also says words are the building blocks of modern civilization.

Deep stuff.

Hey I don’t want to be regurgitating everything Gerry has to say but I could because what he says is always damn good. Luckily though, Gerry says it’s OK.

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3 Simple Ways To Engage Your Readers And Keep Them Reading (er…scanning)

3 Simple Ways To Engage Your Readers And Keep Them Reading (er…scanning)

You’ve failed.

You’ve already lost their attention.

You can never get them back.

You lose.

They’ve gone to somebody else’s website.

What to do?

I hate to break it to you but this happens every single day. Someone found your website, didn’t find it useful and hit the back button faster than you can say yabba dabba do…..

You Have Less Than 30 Seconds To Capture Your Reader’s Attention

Actually, it’s more like 10 seconds. Don’t believe me, here’s the proof.  So I better get on with it. Read this post and you will know how to write content that is more useful to readers of your website or blog.

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Should You Use PDF Files For Your Web Content?

Should You Use PDF Files For Your Web Content?

That is the question.

Just like Shakespeare’s infamous opening soliloquy in Hamlet, the question remains, should you use PDF files for your online content?

When you use a PDF file online, you are providing a paper document on the web rather than web-based information. If the document looks like a paper document, people are likely to print it rather than read it onscreen.

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Yawn!

Blah-Blah Text: Don’t Welcome Me To Your Website

Yawn……..  Most people yawn when they see it. Jakob Nielson calls it blah-blah text. That is, a block of words that users skip when they arrive at a page, most typically the homepage. Instead, their eyes go directly to more actionable content, such as product features, bulleted lists or hypertext links.

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