Have you ever gone to a restaurant that serves everything from pancakes to tacos to lasagna and has a nine-page menu? How many times did you send the waiter away with "Just another minute, please"? Give anyone too many choices, and that's the reaction they're likely to have. Panic. Anxiety. Fear of making the wrong choice. That's exactly what happens when readers are faced with too many choices on your squeeze page. They panic. They worry they'll pick the wrong thing. That they'll regret their choice later. So they decide not to decide. I had a client once who sold many different … [Read more...]

The other day I was researching a new supplier, and in the footer of their site I found this notation: "This site last updated July 31, 2003." 2003? Now I don't care that they haven't updated their web page in six years. Really, that's their business. I would suggest they don't advertise it, but again, it's their business. What I would like to point out to you, however, is why you should update your site more than once a decade. Since you're here, I think it's safe to assume you care about these things. So here's a couple of reasons why it pays to update your site with some … [Read more...]