Blah Blah Blah Fixed

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The introductory paragraph(s) found at the top of many Web pages is what I call blah-blah text: a block of words that users typically skip when they arrive at a page. Instead, their eyes go directly to more actionable content, such as product features, bulleted lists, or hypertext links.

Despite my constant emphasis on the importance of the writing guidelines, I fall into the bloated blah-blah trap myself. It's been 10 years and numerous lectures since I developed the guidelines in 1997, but I still make content usability mistakes. That shows just how hard it is, and why you need to continuously check your copy for usability compliance.

A brief introduction can help users better understand the rest of the page. Even if they skip it initially, they might return later if it doesn't look intimidatingly long and dense. If you keep it short, a bit of blah might actually work. So, prune your initial draft of marketese and focus on answering two questions:

This trope occurs when someone is listening to someone talk and all they can hear is "blah, blah, blah". Usually used for comedic effect, it indicates that the auditor finds the conversation irrelevant, incomprehensible, or boring. Or all of the above.

Sometimes the trope is invoked literally: "Sorry doc, but all I heard of what you said was blah blah liver failure blah blah." Occasionally, this is represented visually from one character's point of view as a stream of words that all flow together. If one character is mocking another for being boring or predictable, they may repeat part of what they said and trail off into "blah blah blah" while performing impromptu Bare-Handed Puppetry. 2b1af7f3a8