As I cried into my beer recently about the passing of Google Reader, I thought about what I’m going to miss most. (Quick initiation for those who don’t know: Google Reader was an RSS feed reader; it pulled only the content of articles from chosen websites – i.e. just the text and media – and [...]
At Fluent we’re making more and more mobile sites. Writing for mobile – whether apps, mobile only sites or websites optimised for the small screen – is a challenge. Space is limited. The user interface is different. Most of the time, users don’t want to read. This is how we’ve been facing the challenge so [...]
When I was a kid we had a wonderful and slightly disturbing book called Would You Rather? by the brilliant illustrator John Burningham. It was fun choosing between supper in a castle and breakfast in a balloon, but there were also more alarming choices: which wild animal would you rather be killed by? Everyone knows that good kids’ books need a dark undertone…
The would-you-rather that Fluent comes up against repeatedly with clients is: would you rather have some sales or more enquiries? Usually the question relates to the hiding of key information. Tell prospects everything and they might not buy. Conceal something vital and they’ll have to get in touch.
For example, in the hunt for more bookings, one hospitality client is being tempted to remove the availability calendar. The reasoning is twofold: first, that an empty calendar might scare people away; and second, that forcing an enquiry form request gives the company an opportunity to sell alternative dates or holidays if the original dates are not going to work out.
I’m eating the company dogfood, as it were, by selling my house through an estate agent that is a client of ours. I have become the use case. So here I am, on a page featuring the particulars my house, faced with Tweet and Facebook ‘Like’ buttons. My first thought is: I’m not putting the [...]
Confession time. I work with website content every day but I don’t think I’ve ever stuffed a keyword. Sure, I’ve added the odd one to the final copy if the subject doesn’t quite speak for itself, but in the main, a website is about what it’s about. I’ve been relying on Google to lead people who are searching for that subject to the site.
And, in nearly all cases, that’s been happening.
According to Google’s recent update, my faith in this simple approach will now be rewarded even more.
‘What is the use of a book,’ thought Alice, ‘without pictures and conversation?’
Show don’t tell is a core design principle here at Endis Solutions. But what does it actually mean?
Given the choice between telling someone something and showing it to them, you should almost always show it. Here’s how, and why:
I just learned the Yiddish word ungapatchka. An ungapatchket house is filled with too much junk. A girl can be ungapatchket if she’s going out all dolled up. It has the sense of a good thing ruined by adding too much on top, like too many sprinkles on the cake or, at this time of the year, a glut of child-made decorations on the tree.
It makes me think of the way in which many businesses want to present themselves through their web sites.