A Winning Website - Part 4


In part 4 of our 5-part series on a winning website, we’re going to discuss the importance of the visual presentation of your products and services. Humans are visual creatures and the way people see us see has a huge impact on our success. Since first impressions are formed within seconds and most of the information we consume is visual, quality design and imagery will make or break a sale. Your website appearance is just like a display case in a store. Who wants to buy candy from a dusty, disheveled, poorly-lit case?

Take a look at the time and care (and Windex) that goes into the presentation of products at the most successful retail shops. Have a look at the pictures of food on popular restaurant menus. Presentation is key, and it starts on your website. Here are some website design best practices to follow.

  • Show the customer how awesome your products look. Show them how great your handiwork can look on their own property. Show them the crowd of friends that come with that juicy burger. Just show them! And make sure the photos are well lit, high-resolution, and properly color-balanced. Paying a photographer or graphic artist to prepare these photos is well worth the investment.
  • Keep the descriptions short and to-the-point. Most folks don’t want to read a novel. They want to know the critical info about a product so they can quickly determine if it meets their needs.
  • Include testimonials and reviews. Nothing helps sell a steak like the guy at the next table chowing down on a steak and loving it. Online shoppers place a ton of value in the honest opinion of other shoppers, so take advantage of any good reviews you have to bolster your chances of making the sale.

When it comes to showcasing your products or services, a picture is worth more than just a thousand words – it’s potential for thousands in sales. In an age when amazing photos can be taken by anyone with a smartphone, high-quality images aren’t a luxury; they’re a necessity. Taking time to invest in high quality photos can mean the difference between a potential buyer choosing your company over the competition down the street.