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How to write informative blurbs

Dennis G. Jerz teaches us how to write blurbs:

"On the web, a blurb is a line or short paragraph (20-50 words) that evaluates (or at least summarizes) what the reader will find at the other end of a link. A good blurb should inform, not tease."

According to Jerz, good blurbs can:
- Help people navigate a site by describing content at the other end of a link
- Help people decide whether to invest time in clicking on associated links

Some guidelines:
- Be informative and don't just tease people
- Don't use hyperbole language
- Describe, summarize and/or give a sample of what's to be found at the other side of the link
- By evaluating the content you help people determine the value of the information


  • Blurbs: Writing Previews of Web Pages

Henrik Olsen - April 01, 2003

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Customer Focus Calculator - We We Monitor

As proud as a company may be of itself and its product or service, most customers only care about how well it can help them meet their wants and needs.

To help you answer whether a site is talking mostly about themselves or their customers needs, FurureNow has developed an analysis tool that counts certain words on a site that are key indicators of whether focus is on the customer or not.


  • The Customer Focus Calculator We We Monitor

Henrik Olsen - October 21, 2002

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A comparison of popular online fonts

Michael Bernard (et al.) has examined reading speed, perception of legibility, and preference of the most popular fonts used on the web. The study showed that:

- There was no significant difference in legibility between the fonts studied at 10-, 12- and 14-point sizes
- Generally Times and Arial was faster in reading time than Courier, Schoolbook, and Georgia
- Arial, Courier, and Georgia were perceived as the most legible fonts
- Verdana was the most preferred font, while Times was the least preferred

The authors conclude that Verdana appears to be the best overall font choice. Besides being the most preferred, it was read fairly quickly and was perceived as being legible.


  • The article A Comparison of Popular Online Fonts: Which Size and Type is Best?
  • The article A Comparison of Popular Online Fonts: Which is Best and When?

Henrik Olsen - October 14, 2002

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Get rid of the 90's bloated content

Something that really annoys me is arrogant and egocentric corporate content on web sites, such as bloated talk telling you "We are the best", ridiculous mission statements and flashy stock photography.

According to Susan Solomon from ClickZ this is a left over from the 90's. Today customers don't fall for boast like "We're powerful, we're Magnificent, we're Omnipotent." They want to know how they can benefit, and they want facts, figures and testimonials to feel confident that a company will get the job done.

I'm just afraid that this isn't just a 90's phenomenon, but rather a widespread CEO defect.


  • The article Tuning Out 'That 90's Show'

Henrik Olsen - April 23, 2002

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See also: Tips and guidelines (63) 

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