Online consumers stay on a website for only 10-12 seconds on average, so text needs to be succinct and captivating to keep travel shoppers engaged (Microsoft Research). Having too much "filler text" can dilute your message and overwhelm a potential guest. Consider this quote from Ernest Hemingway, often referred to as the shortest story ever told. It's a mere 6 words in length, but shockingly poignant. Let’s cut to the chase, read these 7 fundamental Best Practice tips for accenting your images by focusing on the words you use to tell your story. Get the full story at Leonardo