I would be willing to wager, the most annoying part of looking for material, is waiting for the page to open. Some of the main reason for this is what type of ISP, or Internet Server Provider, you use. If you are on dial up mode then most of the problem is on your end. However, if the customer has dial up, you can do things to optimize the ad, which will enable it to load faster.
Here is where an old expression is appropriate, K.I.S.S! Sure, it looks neat when the ad opens with a Venetian blind effect, but that takes nearly twice as long to open then a normal template. Every graphic or special effect causes additional time to download the ad. The question, which needs to be asked, is; do I want to sell special effects or material? Unless you are writing web pages as your product, the answer is obvious. Focusing on the item will enable the buyer to get the information required, to make a decision on which of the many similar items they will purchase.
Describe all of the problems you see with the rock, fractures, pitting, soft spots, and crystal pockets. By disclosing these areas, you will be alerting the buyer and saving them the time and frustration of getting the product only to find it will not support the idea they had envisioned. Yes, they might not buy this item, however it is far better to loose the sale than to damage your reputation buy selling misleading products. Besides, that customer will have greater confidence in your merchandise when they do buy, because of your honesty. Describe the colors as best you can, most monitor settings for color are set at the factory and never reset. Therefore, every monitor is different. Place the best picture first as the thumbnail to attract the buyer. Then include at least four pictures of the item, front and back, both wet and dry. You can use an item to show size relationship or a ruler, I feel rulers are the best, but inform the public if it is in mm or standard measure. Weight is not very important; unless you are selling an item, which is priced by the gram, include a conversion scale to reference grams to pounds.
Example: 448 grams = 1 pound.
