No more happy talk

Jakob Nielsen's latest Alertbox, titled "Blah-Blah Text: Keep, Cut or Kill?" chastises copywriters for filling home page intros with meaningless blather.

Instead, we should cut the crap and deliver actionable content. Orient users to the website (what's it about). And tell them what to do next (e.g., download product sheet). After we draft the copy, we should cut it in half before publishing.

I'm going to keep this alert on my desktop while I draft content for a client's new website. Keep it real.