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An image will make your page more attractive, but don't include one unless it has a purpose, and will help close sale. A large image that takes a long time to load will many times have reverse effect of what is desired. If visitor simply "clicks away" from your web page because image loads slowly, it is defeating its purpose.
Some guru's recommend power words like "free" or "earn without work", but these terms have been overused. While power words may still have a place in your "teaser" ads, you should use down to earth language at your web site. The words must be vibrant and alive, driving person toward desired outcome.
You must learn how to write persuasive words specifically written for your targeted customer. If your target market is professionals, write your message geared to them. Remember however that vocabulary of many potential customers may be limited, so don't use words that will not be understood by average person. Avoid use of terms that will not be known by your prospects.
Your text should be written in a black, legible font with a light background, preferably white. While yellow text on a black background is "cute" you should avoid using fancy fonts or backgrounds that are difficult to read - people will simply "click away".
Remember - every word you use should have one specific purpose, and that is to lead your prospect to buy you are selling . When writing sales copy, use words like "you" and "your" - write as if you are speaking with just one person -- one on one.
Finally, be aware that many Internet users are apprehensive about making a purchase on Internet. You must put your potential customers mind at ease by displaying your full name, company name and contact information. This will put their mind at ease by building their confidence in you and your product. While a picture may be worth a thousand words, it is words that will sell.
Bob publishes the free weekly "Your Business" Newsletter Visit his Web Site at http://adv-marketing.com/business to subscribe. As a bonus, get 40,000 FREE E-Books from Larry Dotson, when you visit http://www.ldpublishing.com