optimum website content, you need to achieve a very fine balance between copy and images. This is especially important as web content must be as concise as possible and the temptation to replace words with images can be remarkably strong.

Before giving in to this, you need to consider the drawbacks of losing web copy. You can’t have ‘key pictures’ as you would key words. Images are not picked up by search engines in the same way (although you can add an ‘alt’ tag to tell the search engines what the image is about). This instantly cuts down on your visibility to vital marketing outlets.

If you are worried that your site will appear text-heavy then keep paragraphs short, with plenty of white space in-between. This makes for more memorable writing, allowing your key messages to jump out at the reader.

When selecting images make sure they have an obvious relevance and are not open to misinterpretation. The relationship between words and images is crucial and should amplify meaning rather than confuse it. An excellent but apocryphal example of how not to choose an image comes from a baby food company, said to have put a picture of a baby and no text on their tins, only to see their sales drop in Africa as people assumed they were selling canned babies.

However, when used correctly images can add visual interest to your web content, emphasising key messages of the copy to create a more memorable experience for potential clients.