Text is King

Is the text being treated as central to marketing and search engine optimization?

Research on user orientation shows that people look for text first and that good copy sells. Therefore, we want a balance of text and graphics where graphics are in service of the text and the Sales Process. Text is King.

Graphics and technology don't sell product, focused copy to a specific target audience sells product.

Graphics make important contributions. They can…

• Communicate trust, credibility, and professionalism
• Stimulate interest.
• Direct emphasis to important text.
• Lead the user down the path of sales.

Each time a graphic is being considered ask what contribution it is supposed to making. Use only as many graphics as essential for the specific page.

Use jpg’s in most instances and make sure they are optimized for quick download.

If using graphics for any navigation, make sure they are readable by a Search engine. Whenever possible include a complimenting text link.

Flash should only be used for a single function on a site and never as the primary page instead of text. Also, the jury is still out as to whether people really like to sit and watch a Flash program. I think it’s more helpful for instruction or training, when the user has selected the process.

http://www.semconsultation.com/worksheets-articles/site-evaluation.html for Helps and Hindrances related to technology and graphics.

Proceed to Chapter 5, Clean Website.