The Santa Barbara Web Design and Marketing Blog

The Evolution of Web Design: Why Text in Images is a Costly Mistake

When you’ve been in the web development and digital marketing world as long as I have, you gain a truly unique perspective on how the internet, technology, and consumer expectations have evolved. Sometimes, those changes are lightning fast—other times, they take longer for the lessons to sink in across the industry and for business owners to adapt. In today’s blog post, I want to share some wisdom gleaned from a recent conversation with an old friend and former ad agency owner, reflecting on a common mistake from the early web—one I’m surprised to say is still happening today. If you’re building a new site or upgrading your online presence, this lesson is absolutely essential: never turn your Yellow Pages ad—or any important block of text—into an image on your website.

Yellow Pages: From Print to Pixels

Back in the 1990s, the internet was starting to become mainstream. Businesses—especially small, local businesses—were used to getting leads from the Yellow Pages: that big, fat phone book delivered to your door each year. If you ran a plumbing company, boutique, or dental practice, the Yellow Pages was your lifeline. Compelling print ads drove phone calls and customers.

When the world went web, many business owners didn’t know where to begin. It was common for someone to hand their web designer a copy of their Yellow Pages ad and say, “Just put this online.” Some would even go so far as to scan the ad, save it as a JPEG or GIF, and simply upload it as the one and only element on their new website. The logic made sense at the time—after all, it worked in print! But this approach completely ignored how digital content is structured and how critical search engines are to online discovery.

Why Text-in-Image Is a Fatal SEO Flaw

To understand why slapping a picture of your print ad onto your homepage just doesn't work, you need to realize that search engines—Google, Bing, and now even AI-based engines like ChatGPT—can’t read the words embedded in images the way a human can. When a crawler scans your web page, it’s looking for readable, accessible HTML content: headlines, paragraphs, lists, and links. If your key business information (services offered, location, phone number, unique selling points) is trapped inside a graphic file, the search engine is essentially flying blind. You’re invisible.

Let’s break down the consequences:

1. No Visibility on Search Engines

Search engines decide where your website shows up in search results based on how well your content matches the user’s intent. If your “content” is just a JPEG of your print ad, that’s not readable content at all. You miss out on countless opportunities to show up for searches related to your business.

2. Lack of Accessibility

Millions of people rely on screen readers to browse the web due to visual impairments. These tools can only interpret actual, selectable text—never text inside a picture. By turning your ad into an image, you literally exclude a section of your potential audience.

3. Deceptive Signals to Search Engines

Modern search engines, especially those powered by AI, are constantly fighting to provide the most relevant and reliable results. They are wary of sites that try to hide information or trick the system. Large blocks of image-based text, particularly on a homepage or service page, raise red flags that you could be trying to “game” the ranking system. At best, you’ll be ignored. At worst, you could be penalized.

4. Poor Mobile User Experience

Think about how people access websites today. The majority of your visitors are using smartphones or tablets. Scanned print ads don’t resize gracefully; they become blurry, difficult to read, or simply overflow the screen. Modern, responsive design can’t help an image that was designed to be printed in 2 inches by 3 inches in black and white 30 years ago.

5. Inability to Update Easily

Want to tweak your hours, add a new service, or change your pricing? With all your information inside a graphic, every change means going back to Photoshop, redoing the ad, and uploading a new JPEG. When your contact info, promotions, or staff change, you’ve set yourself up for extra labor—or, more likely, outdated info online.

Old Habits Die Hard—But Web Design Has Evolved

You might think, “Surely, no one does that anymore!” And yet, over my three decades in this industry, I constantly come across businesses—even those with otherwise modern-looking sites—using text-in-image for headings, menus, and sometimes whole landing pages. Often, I see DIY webmasters or even supposed “web designers” who don’t have the experience or know-how to build true web content, so they fall back on what they know: Photoshop. The result? Websites that don’t benefit from modern features, search visibility, or user experience best practices.

Why is this still happening in 2024? Sometimes, a lack of knowledge is to blame. Other times, it’s because people remember what worked before—whether it’s from the Yellow Pages era or early web days—and they don’t want to let go of a familiar format. There’s also a misunderstanding about how flexible and accessible modern tools are. If you can use a word processor or a drag-and-drop website builder, you can almost certainly make real, SEO-friendly text pages.

How Modern Search Engines—and AI—See Your Site

What hasn’t changed: the need for your website to reflect your brand, answer your customers’ questions, and reach potential clients where they’re searching.

What has changed—dramatically—is how people search and how the technology responds. Here are some of the key factors that impact your performance today:

- Context and Intent: Search algorithms now try to “understand” what a visitor is looking for. Are they hunting for a nearby florist? Are they seeking emergency dental care? Only readable, discoverable content allows you to signal to these algorithms how you can help.

- Natural Language and Voice Search: Many users now ask search engines for help in plain English. “Find a plumber near me who offers 24/7 service.” Unless your site has clear, natural language content (“We offer emergency plumbing services 24 hours a day in Santa Barbara!”), you’re likely to be passed over.

- AI Summaries and Snippets: Tools like ChatGPT and Google’s Search Generative Experience pull data directly from web pages to answer user queries. If your main information is locked in an image, you miss out on being featured in these new, high-visibility formats.

- Mobile Performance and Core Web Vitals: Google scores websites based on their mobile usability, loading speed, and user experience. Graphic-based text is often blurry, slow, and hard to interact with, causing you to drop in the rankings.

How to Get it Right: Practical Tips for Modern Web Content

If you’re working with a web designer, freelancer, or doing it yourself, here are some best practices to follow so you’re not left behind—no matter how strong your nostalgia for the Yellow Pages might be.

1. Use Real Text, Not Images

Always create your site content using editable, selectable text—not scanned graphics. Modern website builders (WordPress, Wix, Squarespace, Webflow) make this easy: just type your headline, description, and other information directly into the editor.

2. Leverage CSS for Design

Want your text to look bold, colorful, or in a particular style? Use Cascading Style Sheets (CSS). CSS gives you all the creative freedom of a graphic designer—shadows, colors, size, and fonts—without losing search engine readability. Don’t try to “fake” a layout by making an image; style live text.

3. Add Images Wisely—With Alt Text

Images are still vital for visual impact and engagement, but they should enhance your content, not replace it. Every image should have an accurate “alt tag” describing what’s in the picture, both for accessibility and for extra SEO value.

4. Structure Content with Headings and Lists

Breaking your content into headings (H1, H2, H3, etc.) and bullet or number lists helps both users and search engines scan your information efficiently. Think about the experience of quickly finding a plumber or accountant in your area—your content organization matters.

5. Test for Mobile Experience

Always view your site on multiple devices: phones, tablets, desktops. Make sure text is readable, the design adapts smoothly, and buttons/links are tap-friendly.

6. Keep Content Up-to-Date

Since your core info is now editable text, you can make quick updates whenever your hours, services, or staff change. Make this a regular habit—you’ll serve customers better and stay favored by search engines.

7. Use AI Tools for Inspiration—not as a Crutch

Artificial Intelligence can be your ally. Tools like ChatGPT, Jasper, and even Google’s Bard can help you draft service descriptions, organize your FAQ, or translate your Yellow Pages offer into modern web copy. However, never let AI replace your unique value proposition or the accuracy of your service details.

Real-World Example: Transforming a Yellow Pages Ad

Let’s say you owned “Santa Barbara 24 Hr Locksmith,” and your original Yellow Pages ad looked like this:

[IMAGE: A black-and-white scan with this text]

- 24/7 Emergency Service

- Residential & Commercial

- Fastest Response in Town

- Call (805) 555-LOCK

Instead of uploading this as an image, here’s how to make it web- and SEO-friendly:

---

Santa Barbara 24 Hour Locksmith

Locked out? Need urgent help day or night?

We’re available 24/7 for emergency locksmith services in Santa Barbara and surrounding areas.

- Fastest Response in Town—We arrive fast, unlock any door, and get you back on your way.

- Home & Business: From houses to offices, we handle locks, keys, re-keying, and break-in repairs.

- Local & Trusted—Family owned and serving our community for 20+ years.

Call (805) 555-LOCK now for immediate service!

---

Notice:

- The headline clearly states the business and offer.

- Key points are broken into a bullet list.

- Phone number is clickable on mobile.

- Content is written naturally—ready for both users and search engines.

Your “About Us,” testimonials, directions, and FAQ sections should be built in the same way: as readable, structured HTML—not pictures. If you want to showcase your old Yellow Pages ad for nostalgia, add it to your “History” page with a caption—just don’t expect it to do your marketing heavy lifting.

Why This Matters More as Search Evolves

If you had asked me five years ago, “What’s the biggest web design sin you still see?” I would have included text-in-image high on the list; it’s such an easy mistake to avoid. Now, as search gets more intelligent and competitive, this mistake is even more costly. Google’s algorithms are smarter, the digital marketplace is noisier, and users have zero patience for poor design or hidden information.

Businesses that embrace best practices—true text content, clean structure, accessible design—have a massive head start. You’ll show up higher, reach more people, convert more visitors, and update more quickly as your business grows.

If you’re not sure where you stand, ask yourself these questions:

- Can I select and copy the main content from my home page? (If not, you’re using images.)

- Does my phone number show up as text—and is it clickable on my smartphone?

- Are my services, address, and testimonials readable and easy to find?

- When a client asks about my website, do I cringe or feel proud?

If you answered “no” or have concerns—reach out for a review. In 2024 and beyond, a web presence built on live, editable, search-friendly text isn’t just professional—it’s essential.

Conclusion

Web design and digital marketing have always been about adapting quickly. The tools may change (from Yellow Pages to Google, from hand-coded HTML to AI-powered builders), but the end goal is the same: connect with potential customers and make your business easy to find and easy to trust.

If your website is still clinging to the old days—scanned print ads, text-as-image shortcuts, or DIY “hacks”—it’s time to embrace what modern web technology offers. The transition doesn’t have to be difficult, and the returns—in SEO, leads, and user trust—are more than worth it.

I hope this helps you better understand a key part of your online strategy. Don’t let nostalgia or shortcuts hold you back. Build for the future, respect your users, and let your site be found by everyone who’s looking. If you need a hand updating your web presence, you know who to call—your friendly Santa Barbara web guy. See you next time!