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Web pages and web content can offer a very effective medium for driving business, but companies also need to be careful about finding good ways to connect, and not overdo the technology to the point of alienating customers. As a simple rule, sites that are easy to navigate and are informative will often receive the best traffic, but this does not mean they need to be boring and dry.

Some basic considerations can meld practicality and aesthetics to result in an effective marketing tool:

1. Descriptive Writing

Websites and content should not only be well written but should also give the reader a sense of being present within the virtual shop. This can include engaging descriptions and vivid imagery that reads fluidly and pulls the viewer in to the text.

2. Emotional Connections

Personal anecdotes or stories that will generate an emotional response can also be effective. These will cause a reaction in clients on a psychological level, and studies show that memories which are linked to emotion will also be more likely stored in long term memory.

3. The Use of Imagery

While written imagery does have a visceral effect, actual graphics and visuals that further illustrate the point can also be beautifully engaging. This gives readers the chance to have a full sensory experience which leaves a positive impression on a number of levels.

4. Anecdotal References

Incorporating stories that illustrate points of application or highlight satisfaction of services are also a lovely tool for promotion. In this way you connect the human and the business element in a manner that conveys function through the human condition.

5. Inspirational Quotes

Although one must be careful not to overdo quotations, applicable inspirational comments can add to your content, and offer a poetic feel to your website. These will also connect with clients on different levels and add depth to the body of the text.

6. Graphic Variations

One simple and often overlooked tactic is to vary your fonts. Bolder text can be applied to more factual information, while softer fonts are acceptable for descriptions and captions. Fonts can even be used within you graphic designs, and this gives clients a visual balance that correlates to the textual information they are reading.