When the author wrote:

"User" - Stop using this word. They are people. Customers. Writing for a person might make your copy more clear and pointed.

... and then proceeded to use the word "user" repeatedly throughout the article, I found his advice less useful. Almost hypocritical. It's almost like he wasn't taking his own advice.

Meta-comment: I'm not sure I understand the hatred towards the word "user." I think people have come to accept that it literally means people who use your software. Sort of like when we call people "drivers", "runners", "workers", etc.

Thoughts?

You can't turn content into users. You can, however, create content that attracts or keeps users.

As for the word 'User', it's more correct than the alternatives. 'Customers' are where you get your revenue from. Free and/or ad-supported? You users aren't your customers. Sure, they're 'people' too, but so is everyone who doesn't use your product.

And despite Ty's triple post about video, I think videos are almost always horrible. Don't do a video if you can't adequately show your product with it... And don't rely on JUST a video. You'll miss everyone who doesn't have 10 minutes of time to waste. (And for the love of money, don't make it longer than 10 minutes!)

Videos are great as a supplement but they should be kept to 1 minute. Mine is 1:30 and it's still longer than I'd like.

I went with '10' because some things really can't be done in 1, and 10 minutes is the absolute most I would ever consider watching for something to sell me on something. It's pretty hard to get me to watch advertisements in the first place.

One key perhaps is not to link to articles that say "Sorry, couldn't find what you were looking for!", but maybe that's just me. :)

fixed

Writing effective copy is hard, the section "Place keywords" was pretty interesting, although I guess some people would say it's common sense.

Great article.What I like most is that for each point there are quality examples."Seeing" it done right was the most helpful part for me.

Nice article with great links! Added bonus: have any data/conversion #s you can share from things that you guys have tried? :)

My next couple articles will go into A/B testing and conversion numbers. Stay tuned.

awesome!

Saying "content converts into users" is like saying "meat converts into flies".

Awesome article Allan. Excellent insight into many of the problems with app sites today.

I always enjoy your posts, due to the fact that they typically provide insightful points of view that often go against conventional wisdom.