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Heart surgery for dummies (27 Mar 2006)
When someone visits your website, imagine that they are being wheeled into a hospital theater for heart surgery. They are still conscious, very conscious. Their eyes quickly and critically scan your page. If even the smallest thing is out of place, they are likely to hit that Back button.

One word can make a big difference. I have seen links where one word was changed, resulting in three-times more people clicking on them. Every word that you use should be carefully thought about. Every single word. From your classifications to your headings and summaries.
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