High definition photos at a few different angles and underwater footage of the lure working are my two big things. I could not care less about watching Bill Dance catch 30 identical-looking 4 lb fish on the lure in some stocked pond.
If you're selling jigs, the main things I want to see are the head design and the lure keeper (which is usually completely concealed by the skirt on online photos).
Videos of the lure's action in water on the fall and on the retrieve. Offering something in a good color pattern that isn't offered by most other bait companies gets my attention. Example: A black/blue worm with an orange tipped tail or a black/blue craw with orange tipped craws--I'd buy those right away.