Making visitors install new software just to access your site is the biggest turnoff of them all. From the time a person lands on your site, you’ve got about four seconds to connect with them, or they’re gone. Four seconds! That’s never going to happen if they have to install a plugin.

If you have to require a plugin to show off a product — or to satisfy a web designer’s lust to show off his or her creativity — don’t require it on a landing page.

Make sure your content gets visitors interested before you start making demands.

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