There was a lot of flash, but too little that immediately grabbed your attention by offering benefits to make the reader want to delve further into the information that the breeder had put together. It offers virtually unlimited space for advertisers to provide potential buyers with detailed benefits and information. Unlike media advertising, there is plenty of space to include photos of animals, pedigrees, performance, breeding philosophy, animals that are available for sale, directions to the farm or ranch, even photos of the owner or manager that the potential customer will be dealing with. On a home page, length is not costly. But don't count on it.
Internet browsers have a lot of home pages at their disposal.
In some ways, the Internet is more competitive than a magazine because it's easy to jump from one site to another. If the first page of a site does not grab the person's interest, he or she can click on to another that hopefully will be more fun, interesting or informative. It makes no difference how much information the advertiser includes, if the net surfer doesn't get past the first page. The principles of good advertising apply to a home page just as they do to print or broadcast advertising. Just like a good print ad, your web page should get attention, arouse interest and create desire on the very first page.