Good article from Smashing Magazine with a lot of valid points (although some of it seems like common-sense).  What I did learn though:

  • Using complicated, fancy words does not make you seem any smarter or your solution any better—it just turns everybody off. Who wants to read something that doesn’t feel like it’s written for them?
  • Don’t make people work click to read stuff that you want them to read anyway (like features, benefits, testimonials, pricing, etc.).
  • You should always make the price easy to find, but for more complex / expensive productscommunicate the value before the price.