Quality product descriptions can transform e-commerce conversion rates — it's common to see increases of 30-100%. As well as converting more visitors, search traffic increases drastically when unique copy is written for each product. Most online retailers use manufacturers' copy or rely solely on images to sell products. They then use inadequate copy elsewhere on their site and fail to achieve a consistent tone to persuade their audience. This creates a compelling opportunity for savvy retailers: by writing quality e-commerce copy you will create a unique competitive advantage.

Essentially, your copy must achieve two goals — establish trust and convince visitors that your product is right for them. Potential customers cannot see or touch the product since it's not physically there in front of them. This is why it’s important that your copy anticipates the needs of your visitors while convincing them that your company can be trusted to provide excellent products. Persuasion and creating trust are difficult things to do with words alone; yet, they are still achievable.

For many beginners, the task of picking fonts is a mystifying process. There seem to be endless choices — from normal, conventional-looking fonts to novelty candy cane fonts and bunny fonts — with no way of understanding the options, only never-ending lists of categories and recommendations. Selecting the right typeface is a mixture of firm rules and loose intuition, and takes years of experience to develop a feeling for. Here are five guidelines for picking and using fonts that I’ve developed in the course of using and teaching typography.

Many of my beginning students go about picking a font as though they were searching for new music to listen to: they assess the personality of each face and look for something unique and distinctive that expresses their particular aesthetic taste, perspective and personal history. This approach is problematic, because it places too much importance on individuality.

For a while now, here on Smashing Magazine, we have taken notice of how many designers are reluctant to embrace the new technologies such as CSS3 or HTML5 because of the lack of full cross-browser support for these technologies. Many designers are complaining about the numerous ways how the lack of cross-browser compatibility is effectively holding us back and tying our hands — keeping us from completely being able to shine and show off the full scope of our abilities in our work. Many are holding on to the notion that once this push is made, we will wake to a whole new Web — full of exciting opportunities just waiting on the other side. So they wait for this day. When in reality, they are effectively waiting for Godot.

Just like the elusive character from Beckett’s classic play, this day of complete cross-browser support is not ever truly going to find its dawn and deliver us this wonderful new Web where our work looks the same within the window of any and every Web browser. Which means that many of us in the online reaches, from clients to designers to developers and on, are going to need to adjust our thinking so that we can realistically approach the Web as it is now, and more than likely how it will be in the future.