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A "Best of the Best Practices" (BOBP) guide to developing in Python. ## In General ### Values - "Build tools for others that you want to be built for you." - Kenneth Reitz - "Simplicity is alway better than functionality." - Pieter Hintjens - "Fit the 90% use-case. Ignore the nay sayers." - Kenneth Reitz - "Beautiful is better than ugly." - [PEP 20][] - Build for open source (even for closed source projects). ### General Development Guidelines - "Explicit is better than implicit" - [PEP 20][] - "Readability counts." - [PEP 20][] - "Anybody can fix anything." - [Khan Academy Development Docs][] - Fix each [broken window](http://www.artima.com/intv/fixit2.html) (bad design, wrong decision, or poor code) *as soon as it is discovered*. - "Now is better than never." - [PEP 20][] - Test ruthlessly. Write docs for new features. - Even more important that Test-Driven Development--*Human-Driven Develo...

Get inside your customer’s head: A guide to writing irresistible calls to action Often, when we think of optimizing our call to action (CTA), we immediately think of landing page buttons and tweaking colors. However, your landing page CTA isn’t the only marketing CTA that matters. To get people to your landing page, you need them to click on your ads, which means you need a smart call to action in your ads. This is particularly important for paid search advertisers in situations where you can’t include imagery to convince people to use your business. To get online searchers to act, you are completely dependent on your paid search copy, including that all-important CTA. But how do you create the right text ad CTA? Should you go with an old standby like “Click Here!,” “Buy Now!” or “Sign Up Today!” or something more specific, like “Get Your Free Consultation Today!”? The answer is… it depends. As with any online marketing campaign, picking the right paid search CTA is all ...