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Emphasizing key points

When you sell a product or service online, you design your pages in such a manner as to instill customer confidence while emphasizing the key points of your client's product or service. The old, Zen‐like maxim of “Less is more” definitely applies here. Instead of barraging the Web site visitor with each and every subtle nuance about the product, you point out major features of a product without engaging the visitor in several paragraphs of text. You can easily sum up a product line by showing the key points about a product in a succinct paragraph or two. Better yet, use bullet lists to emphasize the key points of a product line. Your goal is to pique the buyer's curiosity and get her to take action.

You can also emphasize key points by using different colors for text, boldfacing text, and so on. If you're using bullet points, consider boldfacing the word(s) that define the bullet point and perhaps using a different color text. If you use a different color text to emphasize a key point, choose a color that is harmonious with the design. (See Figure 4-2 .)

Figure 4-2: List major points to pique viewer curiosity.



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