Jakob Nielsen, the famous web usability guru, says people don’t read online—they scan.
Unlike some gurus, Nielsen has facts to back up his proclamations. He actually observes how humans interact with a website, so there’s good reason to listen to him.
He’s amassed a lot of good data, and if you could summarize all of it into one idea, it’s that people online are looking for specific, reliable information. And they’re usually in a hurry. Good SEO will get people to your site but if the page where they arrive doesn’t quickly satisfy the need that drove them to the Web, you lose them.
Nielsen also points out that your site visitors don’t think like you. They don’t share your knowledge or assumptions so testing copy effectiveness with people outside the company is an important step.
This link goes to the web page template I use to remind me of these points (and some others).
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