Internet Marketing &
Business Promotion
Is A Picture Really Worth
A Thousand Words?
By Jamie Kiley
The
great debate: how much copy you should have on your
site, particularly on the home page?
Do you subscribe to the idea that a picture is worth
a thousand words--and therefore images, not a lot of
text, should be the main thrust of your home page? Or
do words have more power to capture a visitor's attention
and compel them to buy--meaning you should aim for powerful
copy?
As a graphic designer, my natural inclination is to
create graphically-rich, light text websites. Since
I'm focused on what a site looks like visually, I like
using impressive images, bold splashes of color all
over the page, and not very much copy. The end result
is an attractive, visually-appealing site, with very
few words.
However, I've learned that I have to balance this inclination
with a cold hard reality: what appeals to me as a designer
is not necessarily the same as what visitors need.
The main problem with websites that don't have any
copy is that they fail to quickly and effectively communicate
the three points that all commercial websites must get
across: You must explain what your company does, what
the benefits are of using your product or service, and
why prospective customers should purchase from you.
These important pieces of information can only be conveyed
vaguely, if at all, through images. While pictures are
often very useful in reinforcing a message, it's difficult
to succinctly drive home these important points solely
through images.
On your website, visitors want specifics, and they
want them quickly. They want you to tell them exactly
what you can do for them, and they want to know right
now. You must specifically state what you do and explain
how your product or service is going to make your customers'
lives better. You have to spell out why people should
buy from you versus your competitors.
Particularly on a home page, you must catch a visitor's
attention and give them a reason to stay on your site.
If you don't do this immediately, they'll be gone.
For this purpose, words are far more effective than
images. In almost all cases, pictures cannot communicate
the message nearly as specifically or quickly as well-chosen
words can.
It's important to remember that the web revolves around
information. People use the web to find out what they
need to know, to be informed on topics that are important
to them. That almost always means they are looking for
text. They want explanations, answers, reasons, and
motivation.
I firmly believe that pictures and images enhance a
website, but they should be used to provide a tasteful,
professional frame for your copy, not replace it.
It is true that web users are notorious for having
short attention spans and not wanting to read large
amounts of copy. However, the problem is that most of
the copy on websites today is vague and not enticing.
It's focused on the company rather than the customer.
So it should be no surprise that visitors avoid reading
it.
The solution does not lie in eliminating text-based
communication; it means we have to work harder to capture
interest with copy. People DO read copy that catches
their attention.
If visitors are met with paragraphs that are focused
on them, that are rich with benefits, and that are formatted
in easy-to-read chunks, they are much more likely to
be drawn in and to act on your offer.
Don't focus strictly on graphics. Go for copy.
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About the Author
There are 605.6 million people online. Can they find
your business? Jamie Kiley creates powerful and engaging
websites that make sure your website gets noticed. Visit
http://www.kianta.com for more info.
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